The Hindu : National : International wine makers keen on coming to India

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Sunday, Dec 09, 2007
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International wine makers keen on coming to India

Gargi Parsai

NEW DELHI: A sparkling wine with 23-carat gold is set to be launched in India in the New Year. The attractive wine with gold flakes floating in it was the cynosure of all eyes at the International, Food, Drink and Hospitality (IFE, India) Exhibition 2007 here.

“This special wine is made from very special grapes cultivated at minus 7 degrees temperature and picked between 4 and 5 a.m. These grapes are found only in Austria, Canada and some parts of Germany,” said Herbert Lackner of the Business Development Consultancy in Austria.

His company has found a distributor in India and has identified the niche markets as Delhi, Mumbai and Bangalore to start with.

With India set to establish a National Wine Board, global wine manufacturers made a bee-line for the fair at which more than 250 exhibitors from 21 countries, including France, the U.K., the U.S., Austria, Australia, Italy, Turkey, Spain, South Africa, Singapore and India, participated. The focus was on collaborations and setting of distribution channels.

Geoff Barett of the Watershed Premium Wines from Australia, who seemed to have studied the Indian market well, said they were targeting the “230 million people in the $7,000 to $25,000 p.a. income bracket.” According to him 98 per cent of the wine is consumed within two days of its purchase and his company specialises in manufacturing wine that can be consumed immediately after it has been made, as compared to the French wine that has to be aged.

But how would wine manufacturers move away Indian consumers from rum and whiskey? “As Indians get more exposed to the western culture through the IT sector and students’ exchange programmes, wine will become a symbol of high living,” Mr. Barett explained.

Spicy foods

He said that for the Indians, who preferred spicy foods — with which most sparkling or red wines do not go — they have developed a wine sweet in flavour. This is a blend of Sauvignon Blanc, Chardonnay, Semillion and Viognier.

Vice-President (Marketing) of U.K. headquartered Taylor and Shroff Nainaz B. Shroff who understands the Indian palate, “being an Indian,” said the company had developed wines which were less acidic and tannins to go better with the hot and spicy Indian food. “Our wines are strong products designed for the Indian market specifically. We have gone for Cherry, Ginger and traditional red wines which can be relished with Indian foods and used for cocktails, mocktails and so on. Ours is a monopoly in a way.” To compete with the whisky and beer, the alcohol content of their wines has been raised from average 14 per cent to 17 per cent.

The interest shown by international wine manufacturers at the exhibition has enthused Indian distributors and importers. The government has decided to set up a National Wine Board.

According to government sources, about 25 proposals have been received so far from Indian manufacturers for setting up modern wineries.

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