Indian wines are about to get a new lease of life. Major Indian wineries have decided to get together, through the newly constituted board of the All India Producers Association (AIWPA), to promote Indian wines in a big way via a promotional effort termed ‘Wines of India’.
Although the sector, which is over a decade old in the country, has been growing steadily, wineries have been feeling the need to push wines more aggressively and have therefore made the effort. This is perhaps the first attempt of its kind where players in a sector have come together to promote a product.
The objective is to tell consumers that Indian wines are good, says Yatin Patil, president, AIWPA. The effort which has already taken off includes the participation of around 12 wineries and hopes to include more wineries as more awareness spreads among consumers. The association has roped in wine and spirits consultancy All Things Nice to coordinate the ‘Wines of India’ initiative, to work with the wine companies both in India and globally. The firm specialises in luxury wines and spirits and organises over 500 events annually. The company works with large wineries and spirit companies and gourmet food companies, hotels and restaurants, and large corporates.
According to Nikhil Agarwal, sommelier and director, All Things Nice, most consumers prefer imported wines over Indian wines. However, consumers are not aware that some of the Indian wines are far superior to many overseas varietals.
“Our effort is to tell consumers to keep an open mind and also learn about Indian wines,” he said. “Moreover, while there are several Indian brands or varietals that consumers are familiar with, they also to know that there are many more brands which are just as good and there are several varietals that companies produce that have gone unnoticed,” he said.
In the next couple of months, some 30 events have been planned around this effort. A special logo has been created for Wines of India. wherein all the products by these companies are showcased to consumers through wine tastings, promotional events, samplings and trade shows.
The erstwhile Indian Grape Processing Board (IGPB) has been presenting Indian wines under a common umbrella of Wines of India during its export promotions in overseas markets through APEDA. The board has showcased Indian wines at Hong Kong, the UK, Canada and Germany in the past. This effort will continue in association with the consultancy and the association.
Patil says that although the effort initially includes top wineries of India including Sula Vineyards, Grover Zampa Wines, Fratelli, Charosa, Vintage Wines and York Wines, more wineries will be added to the list as the concept grows. “As of now, there are several wineries in the country that do not have a pan India presence. These are growing and are on their way to selling their products across India, ” Agrawal said.
Spirited effort
* Major Indian wineries have decided to get together, and through the newly constituted board of the All India Producers Association (AIWPA), have decided to promote Indian wines in a big way through a promotional effort termed ‘Wines of India’
* Although the sector, which is over a decade old in the country, has been growing steadily, wineries have been feeling the need to push wines more aggressively and have therefore made the effort