From challenges to cheers

To make wine popular is the objective of Rajiv Seth and Mohammad Riyaz Khan, who have, despite all the challenges faced in setting up Uniwine Vintners (P) Limited, managed to create a niche across various states of India with their quality products. Though their path was riddled with umpteen challenges, the founders are committed to redefining the wine-drinking experience by creating innovative blends that appeal to both millennials and older generations, thereby pushing the boundaries of traditional winemaking.

Wine should never be taken too seriously. That is the premise on which Uniwine Vintners was established in 2018. The company, under the leadership of renowned professional Rajiv Seth has developed a diverse portfolio of wines, sparklers, seltzers and cocktails that have found fans across the globe. The products offer a vibrant, fruity and refreshing experience, perfect for every occasion. The brand aspires to lead the alcopop industry and introduce new friends to the world of wine, one glass at a time. Rajiv’s innovative approach is steering the brand to create a paradigm shift with trendy and refreshing wine blends.

The Co-founder and Managing Director of the company Mohammad Riyaz Khan is a well-known professional with a strong background in creating successful brands. With a passion for RTD beverages, Riyaz, alongside Rajiv developed groundbreaking RTD wine blends, including wine in a can, to appeal to modern consumers looking for a premium, convenient drinking experience.

At Uniwine Vintners, its stateof-the-art production facility in Nashik has the capability to make 10 lakh litres of wine and 2 lakh cases of RTDs, while ensuring that each of their products is crafted with the utmost care and quality. The company uses eco-friendly technologies and innovative processes to create wines, sparklers, seltzers and cocktails.

The Challenges 

Uniwine Vintners has collaborated with a renowned Nashik-based winery called Renaissance, upgrading their existing facility with modern technologies and installing a number of materials from across the world. As a beverage start-up with Renaissance on a contract basis has been a journey filled with numerous financial, operational and logistical challenges.

Rajiv, however, laments that despite the growing interest in the wine industry, the process was far from smooth, particularly due to the lack of support from government programmes or financial incentives.

Securing adequate funding for a beverage start-up proved to be a significant hurdle. There were limited financial support options available from the government or other agencies. This made it difficult to access grants, loans or subsidies that might have otherwise eased the setup costs. The founders had to rely on private investments and strategic business planning to fund the venture, without the financial cushion that government aid could have provided.

There were operational challenges too. The wine production process involves precise operations that require both expertise and significant investment in equipment, infrastructure and human resources. In the absence of government support, the founders had to carefully manage the operational costs while also ensuring the quality of the products. This required them to be innovative and resourceful in sourcing raw materials, setting up production facilities, and establishing distribution channels, all the while keeping their operational costs in check.

Logistically, setting up a winery in India posed its own set of challenges. From acquiring permits and navigating the complex regulatory landscape surrounding alcohol production, the process was often slow and complicated. “We faced frequent delays in obtaining the necessary approvals, which added to the overall cost and timeline of setting up the facility. Furthermore, the transportation of raw materials and finished goods posed logistical issues, especially when it came to distribution to various regions in India,” Rajiv observes.

One of the most significant challenges the founders faced was the excessive interference from excise offices. In some instances, the local excise authorities acted as “troublemakers”, creating unnecessary roadblocks that delayed operations and increased the compliance costs. There were instances where arbitrary rules were enforced, leading to confusion and frustrating delays in the production and sale of their products.

A call for fair play

Rajiv and Riyaz advocate for a significant overhaul of excise policies to support wine producers, especially the small players so that they can compete with established ones. Rajiv emphasises, calling for uniform and reduced excise duties on wines, propose lowering the high excise duties on fruit wines and streamlining the licensing process and reducing bureaucratic red tape.

Quality Control

Their flagship brands are Fuze Wine, Hopout, Frappe Cranberry Wine Sparkler, and Portugee Vinho Doce Dessert Wine. Each wine in the collection of Uniwine Vintners, from Hopout to Sangria to Rosé, is made with a thoughtful selection of fruits and flavours and other raw materials.

For the Hopout wine, highquality hops are carefully selected. Hopout is a unique fusion of wine and beer, with a fun, hoppy twist and an elevated 14 percent ABV, catering to those seeking a bold and adventurous drinking experience.

Their Sangria wine is a celebration of fresh, and vibrant fruit flavours that blend to create a refreshing drink. The company uses a variety of flavours, including oranges, lemons, berries and apples, to infuse Sangria with a burst of natural sweetness and tanginess.

Uniwine Vintners carefully selects a variety of premium grapes to craft the wines, ensuring exceptional flavour and consistency.

To ensure consistency in the quality of the flavours used, the company relies on long-term relationships with its trusted suppliers, who provide top-quality produce throughout the year.

The Market Edge

Uniwine Vintners has established a robust presence in key wine-loving regions of India that include Nashik, Pune, Mumbai, Goa, Nagpur and Ranchi. The company is completing regulatory and registration processes in Delhi, Haryana and West Bengal.

“With the Indian wine market on the rise, driven by changing consumer preferences, an expanding middle-class, and an evolving wine culture, Uniwine Vintners is poised to grow. We are excited about introducing our innovative products to new regions and connecting with young, dynamic consumers eager to explore fresh tastes and experiences,” Rajiv states.

To attract grape wine consumers to try fruit wines, the company is implementing a multipronged approach that emphasises innovation, education and creating an experience that resonates with both wine enthusiasts and newcomers. The company aims to create awareness about the diversity and uniqueness of fruit wines through trendy offerings, sampling and tastings, targeted marketing, and premium positioning.

Growth Curve of Fruit Wines

According to Rajiv Seth, the future growth and acceptance of fruit and flavoured wines in India holds immense potential. While the Indian wine market has traditionally been dominated by grape wines, there is a noticeable shift in consumer preferences, especially among the younger and more experimental demographic. Also, the increasing awareness around health-conscious drinking, with lower sugar content and fewer preservatives, makes fruit wines more appealing.

Additionally, the rise of casual drinking, social gatherings and cocktail culture provides an ideal backdrop for the growth of fruit and flavoured wines, which offer exciting new flavours and unique drinking experiences.