While there’s speculation whether Aryan Khan will debut first as an actor or movie director, superstar Shahrukh Khan’s son is starting off as an entrepreneur with his new luxury lifestyle collective named D’YAVOL. Conceptualised by Aryan and his friends turned business partners Bunty Singh and Leti Blagoeva, this brand will have lifestyle products across fashion and beverage categories and host exclusive experiential events.

The brand’s first product offering is a D’YAVOL Vodka, a single estate liquid made in Poland from winter wheat and launched in Maharashtra in partnership with AB InBev. This is a first of many launches lined up in various categories for the brand.

Aryan, told TOI.com, that the trio spent almost five years conceptualising and building the brand to eventually come up with the right product offering. While they are starting with vodka as a first product, the multi category brand will soon launch other beverages and also have their own apparel line that will have limited edition collections dropped online and shipped worldwide. Every product, founders says, will be an amalgamation of heritage and exceptional quality, designed to heighten user experience.

“We wanted to create a brand that is age agnostic, extremely high quality and is relatable and cool. There are multiple verticals under one roof and not just singular product. There are beverages as the first vertical and apparel as another vertical and as time goes by we will have more verticals such as shoes and accessories. We call it collective,” Aryan explains.

Elaborating, almost five years went into conceptualisation and product development, founders say they hope to be label of choice for citizens worldwide who are keen to experience luxury products and premium lifestyle experiences. Aryan says he saw a void in the market and felt there was opportunity to be tapped into. He observed on one hand there is fashion that talks about high quality and heritage products that appeals to mature customer but alienates youngsters. On the other hand, offerings for youth are too disruptive and ‘too out there’ that as a result, never see the light of the day. That’s the void he plans to fill through a wholesome lifestyle brand that appeals to a wider audience and is aesthetic.

Commenting on the partnership, Kartikeya Sharma, president – India and South East Asia, AB InBev says they are on a continued exploration of products that push the envelope in premiumisation. D’YAVOL was a powerful idea to allow them to do something new in spirits and stretch it around to multi category approach. Leading in premium beer segment by far, Sharma says, the vision and passion of founders perfectly aligned with AB InBev India’s strategic goals of growing their ‘Beyond Beer’ portfolio alongside their long-term premiumization strategy with premium and super premium brands like Budweiser, Budweiser Magnum, Corona, Hoegaarden in beers, Budweiser Beats in energy drink and Magnum Double Barrel whiskey.

Launched in Maharashtra, Sharma explains the brand will be soon introduced in other states Karnataka, Goa, Delhi, Haryana and UP at select premium walk-in liquor outlets, diners and bars at urban centres. The entry of D’YAVOL Vodka also marks AB InBev India’s foray into the ultra-premium vodka category in the country. Singh and Blagoeva say each of the alcoholic and non alcoholic beverages lined up for future release will be known for their quality and distinct packaging.

Aryan says this brand of his is a passion project and his family has always believed in backing their passions. “My family has taught me if you are passionate about something, turn it into your business. That is when business becomes personal and it flourishes,” he explains.

His entertainment career will also see major announcements soon but it is this lifestyle brand that already has many releases lined up for next year and Aryan hopes each of them is a blockbuster.

Over the past few years, homegrown alcohol brands — be it gin, beer, wine or a single malt – have gained popularity, especially among Indian consumers who learnt how to enjoy a drink at home. But the popularity isn’t just local. Thanks to a smart mix of attractive packaging, competitive price points and steadily-growing exports, these brands have begun competing successfully with established players on the world stage.

After two years of muted demand, this season fashion and apparel retailers are hopeful to surpass the previous season’s sales numbers.

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