Shah Rukh Khan Enters The Alcohol Business, Brings World Class Fugitive Sensations To India

Shah Rukh Khan (Instagram/@iamsrk)

JAKARTA - The King of Bollywood, Shah Rukh Khan, surprised fans and lovers of luxury drinks. The legendary Indian film star officially entered the premium alcohol business, launching a classy shop at fantastic prices, around Rp. million per bottle.

This product is named D'YAVOL Aörejo, premium premium made from agave which has been stored for almost two years in a wine barrel. This drink was born from Shah Rukh Khan's collaboration with India's leading beverage producer, Radico Khaitan, and businessman totaling Kamath.

DYAVOL sendiri bukan merek baru. Diluncurkan pada 2022 oleh Aryan Khan, putra Shah Rukh Khan, bersama Leti Blagoeva dan Bunty Singh, brand DYAVOL awalnya dikenal karena capangan, kamsky campuran malt, dan pakanan streetwear kelas tinggi.

Now, the product line has increased with the presence of goods priced between 20 thousand rupees to 30 thousand rupees, equivalent to Rp3.6 million Rp5.5 million, depending on taxes in each region.

Executive Director of Radico Khaitan, Abhishek Khaitan revealed that the official launch will take place in December.

"We see the potential for death in India is huge. In the next five years, we are optimistic that the sales volume can reach one million boxes in the domestic and international market," Abhishek Khaitan said.

This step also shows a change in consumption style in India. Data from Crisil states that alcohol sales are predicted to increase by 10% to US$61.35 billion or Rp994 trillion in fiscal year 2026. This is driven by the increasing interest of the upper class of people in luxury drinks.

How come it is now one of the fastest growing beverage categories in the world. In India, the annual market reaches 300 thousand boxes, and 15% of them are A Wayjo type.

"We want to present something different, not just a drink, but an experience." Shah Rukh Khan said in his written statement.

In this business deal, Radico Khaitan and Shah Rukh Khan's family each held 47.5% of the shares, whileter Kamath owns 5%.