Global music icon, entrepreneur and cultural tastemaker Badshah has expanded his creative empire with the launch of Shelter 6, a premium high-energy vodka developed in collaboration with Cartel Bros — the minds behind celebrated whisky labels The Glenwalk (with Sanjay Dutt) and The GlenJourneys (with Ajay Devgn).
Positioned as “the smoothest high-energy vodka,” Shelter 6 takes its name from the idea of a universal refuge — a space where individuality, creativity and expression are embraced without judgment. The brand aims to speak to a generation that is bold, unapologetic and driven by authenticity.
Distilled six times in Russia, the vodka promises exceptional purity and a water-smooth finish. Its metallic bottle design reflects a contemporary aesthetic — clean, sharp and charged with attitude. Marketed as a spirit crafted for creators, performers and free-thinkers, Shelter 6 blends craftsmanship with cultural energy.
Shelter 6 enters the market with ambitious goals: a 25% share of India’s vodka segment and a valuation of ₹700 crore within three years. The brand will roll out across Maharashtra and Goa starting November 2025, with flavoured variants slated for release in 2026.
For Badshah, Shelter 6 represents more than just a new product — it is an extension of his identity and creative spirit. “Shelter 6 goes beyond vodka, it’s an experience rooted in emotion, passion and authenticity. From developing the name to defining the visual identity, I’ve been personally involved in every step of the creative journey. My goal was to create something that captures the spirit of today’s youth that is bold, disruptive and effortlessly smooth. Shelter 6 is for those who don’t slowdown, who live unapologetically and embrace every moment without holding back.” shares Badshah, co-founder of Shelter 6.
Mokksh Sani, Co-founder of Cartel Bros and Founder of Living Liquidz and Mansionz, highlights the collaborative vision behind the launch, “With Shelter 6, we are bringing the next big wave in premium spirits. It is bold, energetic and crafted with absolute integrity. After the success of The Glenwalk and The GlenJourneys, we wanted to explore a new dimension that connects craftsmanship with cultural energy. Badshah brought that vision to life, combining authenticity, attitude and artistry in one bottle.”
With its six-stage distillation, Shelter 6 delivers a silky, refined profile suitable for sipping neat or powering up high-energy moments. The launch further cements Cartel Bros’ position as innovators in India’s fast-evolving premium beverage market.
Shelter 6 aims not just to introduce a vodka, but to usher in a new era of high-energy indulgence — distilled to perfection, designed for confidence and crafted for a generation that lives life on its own terms.
