Curious, aspirational and looking to enjoy their drink, Sonal C Holland MW breaks down what makes consumers in India a prime, yet largely untapped, resource for wine brands. In the 17 years that I have spent working in the Indian wine industry, never before have I seen so much interest in the country’s market among wine producers across the world. Every export-focused wine brand is keen to get its foot in the door and capture this promising territory, in the hopes of establishing long-term partnerships. In India, wine is perceived as a healthier alternative to strong liquor. It is seen as a symbol of success, luxury and sophistication, and socially it is often the most acceptable drink. No other alcoholic beverage enjoys this trilogy of appeal among consumers, and these three factors have worked remarkably well in wine’s favour. Over the past decade, wine has consistently grown to become a mainstream beverage in India, and is now on par with beer, whisky, gin, or vodka at gatherings where alcohol is served. A common fixture on menus at restaurants and bars all over India, its popularity has been propelled by a rise in disposable income, increased exposure to the Western lifestyle through travel, an influx of expats in the country, and positive portrayals in print media, OTT platforms (such as YouTube), and movies. Curious About Wine India is one of the youngest countries in the world, with nearly 50% of its 1.4 billion population under the age of 25. Global brands
This Article was originally published on The Drink Business - Wine
