Champagne has a great future

Most champagne consumers in the Indian market are aware only about one or two leading brands, says Amit Goel, Managing director, rad elan. Amit talks about how he is promoting his brands through tasting events and social media.

In the last few years, champagne has become a status symbol. It is extremely popular in night clubs and metro cities. Consumers like to celebrate memorable occasions of their lives with a toast of champagne, points out Amit Goel, Managing Director, Rad Elan. On Indian customers’ knowledge about champagne, he says, “A segment of consumers are well educated to appreciate the difference between champagne and sparkling wines. At the same time, there is a huge segment which still doesn’t know the difference. There is still a huge gap in the market and it is usually due to lack of knowledge. Some people are still confused between champagne and sparkling wines”.

Talking about Indian consumer preferences, Amit says most of the champagne consumers in the Indian market are aware about only one or two leading brands. There are many more good champagnes available out there which are really good but are not as heavily publicised. Through the initiatives of F&B industry and social media promotions, many good brands are now reaching out to many more consumers. Travelling abroad has also made consumers more aware about champagne. Factors like brand label and ageing also influence buying decisions. When asked whether Indian wines are posing a threat, the young MD is quick to point out that some international brands have started with a domestic version to take advantage of their brand image and popularity. However, the consumer gets confused about the product category. “Cava and Prosecco are of course cheaper, as compared to champagne and offer an alternative for consumers who cannot afford it. But they do not pose a threat,” he adds. As regards high awareness levels, he says Mumbai is definitely more appreciative as compared to other metro cities. Amit feels that if more and more outlets in the F&B industry can start offering champagne by the glass, then it can reach a wider consumer base. He is confident that as per industry data the volume of champagnes sold is increasing every year and is fast becoming a big status symbol. Champagne is growing at a rapid rate every year, he adds. Talking about what Rad Elan is doing to promote champagne, Amit says: “We are constantly organising tasting events held by experts in the industry. We make special offers for corporate events to create more awareness. As direct promotion is not allowed, we do social media promotions to reach a wider consumer base and create product knowledge.”

Preferred brand Talking about his own champagne brands, he says Devaux has the right balance of acidity and flavours. It is the only champagne which claims 5 years of age on the bottle itself. It is a globally recognised brand and has won many awards. Sales volume is about five thousand bottles in a year. At present it is available in Delhi & Mumbai, he adds. Devaux Brut is made from a strict selection of Pinot Noir and Chardonnay plots. With a golden yellow colour, it has a delicate and persistent mousse. White blossom and soft spices appear first on the nose, mellowed by notes of toasted brioche and vanilla on the finish. It presents freshness with mandarin and orange zest notes. It offers a deliciously fresh and creamy champagne of great intensity. Devaux Brut 750 ml is available in Delhi for Rs 6600 and its 1500 ml variant for Rs 13000.