Badshah Enters Premium Spirits Market with ‘Shelter 6’ Vodka Co-Created with Cartel Bros
India’s music icon and entrepreneur Badshah has stepped into the luxury spirits arena with the launch of Shelter 6 Vodka, developed in collaboration with Cartel Bros, the team behind celebrated whisky labels The Glenwalk with Sanjay Dutt and The GlenJourneys with Ajay Devgn. This launch marks one of India’s most ambitious premium-vodka debuts—blending star power, craftsmanship and culture in a single bottle.
A Six-Times Distilled Russian Vodka Built for Smoothness
Shelter 6 stands out for its six-times distillation in Russia, engineered to deliver a purity and smoothness “as clean as water.” Every sip reflects precision, clarity, and confidence—offering an unexpectedly refined taste profile crafted for the new-age consumer who values authenticity and attitude.
Its sleek, metallic bottle design embodies modern luxury: bold, minimalistic, expressive, and created for drinkers who live unapologetically. The name Shelter 6 symbolizes belonging, boldness, freedom, individuality, inclusion and energy—positioning this vodka not just as a drink, but an identity.
Interesting Read
Aiming Big: Capturing India’s Vodka Market
With an aggressive vision, Shelter 6 has set its sights on:
- Capturing at least 25% of India’s vodka market
- Achieving a ₹700 crore valuation within three years
- Launching across Maharashtra and Goa in November 2025
- Introducing flavoured variants in 2026
This positions Shelter 6 as a disruptor ready to redefine India’s premium vodka landscape.
Badshah’s Creative Imprint on Every Detail
Badshah, co-founder of Shelter 6, emphasizes that the vodka is more than a product—it’s an emotion.
He has been deeply involved in:
- Naming the brand
- Developing the visual identity
- Crafting the brand story
- Shaping its personality as bold, youthful and fearless
“Shelter 6 captures the spirit of today’s youth—bold, disruptive and effortlessly smooth. It’s for those who never slow down and live unapologetically,” says Badshah.
Cartel Bros Strengthen Their Spirit Innovation Legacy
Mokksh Sani, Co-founder of Cartel Bros and Founder of Living Liquidz & Mansionz, calls Shelter 6 the next premium wave in India’s spirits revolution.
After the runaway success of The Glenwalk and The GlenJourneys, the team wanted to enter a space where craftsmanship meets cultural energy—and Badshah delivered the perfect bridge between art and alcohol.
Shelter 6, with its distinct purity and personality, further solidifies Cartel Bros as pioneers shaping India’s premium spirits market through innovation, design, and high-impact collaborations.
A Statement Vodka Crafted for a New Generation
Shelter 6 is not just a spirit—it’s a lifestyle statement. It’s distilled for confidence, bottled with intention, and created to define a new era of high-energy indulgence in India’s luxury alcohol segment.
Launching November 2025, Shelter 6 is set to become one of India’s most talked-about vodka brands—fuelled by artistry, technology, and celebrity vision.
