To enhance consumption, wine brands are introducing sweeter variants and promoting pairings with regional cuisines
Picture this. France, synonymous with the best of wines, has a per capita consumption of 42.51 litres per annum. While Italy, another country associated with wines and vineyards, boasts of a per capita consumption of 33.30 litres. Contrast this with India, which has a fledgling wine market and a per capita consumption of a mere 9-10 ml.
To enhance wine consumption, leading brands are doing it all: from introducing sweeter, more fruity wine variants to encouraging pairings with traditional Indian cuisine.
“India has historically been a brown spirits market. But so was Brazil. Today, drinking sparkling wine comes naturally to the Brazilian consumer. Changing of the consumer mind-set, taste palate and habit for any product takes time and consistent effort. It helps when more players enter the market,” says Stephane de Meurville, managing director, Moet Hennessy India.
Experts say that in the compact Indian wine market, where 80% consumption is confined to National Capital Region, Mumbai, Bangalore plus Goa, consumption is skewed more towards still wines, with a preference for red wines. To make sparkling wines aspirational, and entice consumers who don’t really possess a palate for the typical sparkling wine profile of a Brut or a Rose, products with a sweeter, fruity touch are being introduced.
According to senior winemaker Gustavo Agostini from Chandon India, bringing together the citrusy and floral aromas of Chenin Blanc and Chardonnay grapes, a wine variant such as Delice is fruit forward and presents a flavourful vivacity.
The uninitiated consumer, says Abhay Kewadkar, director and chief winemaker, Four Seasons Wines, has a preference for sweet and semi-sweet wines. “The dry wines (with no sugar) are for the more discerning consumers. We have been working with mixologists to curate wine-based cocktails such as sangrias and those using local seasonal ingredients that can be served at parties and brunches.”
To provide newer experiences, Four Seasons has been encouraging pairings of wines with Indian cuisines through sit-down dinners and brunches. “We have ventured into exploring unique pairings of wines with spicy Bengali cuisine, organised dinners pairing South Indian cuisine with wines,” says Kewadkar, adding that the spice levels in Indian gravies superbly complement the spiced plum fruit style of Rose, while spicier dishes complement a medium-bodied red wine and gravies with lower levels of spice work best with white wine.
The market potential for wines is high, as estimates by Assocham predict a compounded annual growth rate of 20% for the wine market in India, with total consumption likely to grow to 37 million litres by 2018, from about 18 million litres three years ago.
“The Indian consumer is looking for the next product that can make him/her feel special and engaged. Up until recently, wines were growing at a slow pace. We have now seen an influx of many home grown brands and international players looking to capture a slice of the market,” says de Meurville.
SOME FINE WINE
- In Indian wine market, consumption is skewed more towards still wines, with a preference for red wines
- To make sparkling wines of Brut or a Rose profile aspirational, products with a sweeter, fruity touch are being introduced
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