Wine finding lifestyle niche in young India

While the Indian wine industry continues to grapple with regulatory fragmentation and limited consumer awareness, a steady cultural shift is underway. More Indians, especially younger consumers, are exploring and appreciating wine, helping it gain a lifestyle appeal. According to Rajeev Samant, Founder and CEO of Sula Vineyards Ltd., experiential marketing, wine tourism, and a focus on education are key to breaking barriers and expanding adoption. As India’s most awarded winery, Sula’s 25-year journey reflects this transformation, marked by innovation, quality, and a deep understanding of the evolving Indian palate.

The one fact that those in the wine segment will agree on is that India is steadily developing a wine culture, with more consumers exploring and appreciating the category. However, wine’s market share remains small due to regulatory fragmentation across states and limited consumer awareness. Unlike beer or spirits, wine faces unique hurdles in distribution and education. That said, states like Maharashtra and Karnataka have taken progressive steps, but a nationwide policy recognising wine as an agriculture-based product could further accelerate growth. An increased focus on wine tourism and education will also play a key role in expanding adoption.

To make all this happen, experiential marketing is pivotal. “Wine is best understood and appreciated when experienced where it’s grown, learning how it’s made. Our vineyard tours and tastings in Nashik, for example, have converted thousands of first-time visitors into lifelong wine enthusiasts. These experiences break the intimidation barrier and build an emotional connection with the brand,” says Rajeev.

Sula’s Wine Legacy

Sula Vineyards is a key authority on the subject of wines. After all, it completes 25 years of existence this year. The journey has been nothing short of transformative, not just for Sula Vineyards but for India’s wine culture as a whole. From planting its first vines in 1996 to becoming India’s most awarded winery, every chapter has been a milestone. Key turning points include launching India’s first Sauvignon Blanc, opening the country’s first tasting room, and pioneering wine tourism with the iconic SulaFest. Going public in 2022 was another defining leap, reaffirming the company’s leadership and commitment to transparency and growth.

The numbers speak volumes. Sula Vineyards has reported a 17 percent CAGR in own-brand sales over four years, significantly higher than the national growth rate of wine category. “This growth reflects a deep understanding of the evolving Indian consumer, backed by consistent quality and innovation. Collections like The Source and RĀSĀ have resonated strongly with discerning wine lovers and have played a key role in driving our growth,” says Rajeev.

The company has also introduced new varietals such as Moscato, Pinot Noir, and Merlot, broadening its portfolio and offering greater variety to consumers. Sula’s wines continue to win prestigious awards year after year, a testament to its unwavering focus on quality. This consistent recognition has helped establish it as India’s most trusted and preferred wine brand.

On the global front, Sula now exports to over 30 countries, with strong traction in Japan, the UK, the US, the UAE, and parts of Europe. “The global consumer is increasingly curious and open to New World wines and India is now firmly on that map. Our consistent quality, growing brand awareness, and strong international partnerships have helped establish a solid export base,” Rajeev states.

SulaFest & Global Glory

Indian wine is steadily earning its place on the global wine map. While the industry is still young, the quality is speaking for itself. Sula Vineyards has led this evolution with RĀSĀ Cabernet Sauvignon winning at the Global Masters and The Source Moscato taking home Gold at the 2023 India Wine Awards. Sula Brut and Tropicale Rosé also secured silver medals, reinforcing the company’s belief that Indian wines are ready for the world stage.

Promotions help significantly too. For example, SulaFest returned in February after a five-year hiatus, reigniting the community and celebrating 25 years of wine culture in India. Following the pandemic pause, people craved live experiences and what better setting than India’s most iconic vineyard festival? The response exceeded expectations: over 14,000 attendees, incredible on-ground and online engagement, and a tangible lift in brand affinity.

Next-Gen Wines

When it comes to wine, innovation is key to attracting consumers. For instance, Sula Vineyards recently launched The Source Moscato, hailed as a landmark innovation in Indian wine. It was born out of a vision to make wine more approachable and celebratory. “We saw a growing demand for off-dry, lower-alcohol, aromatic wines, especially among new wine drinkers. Inspired by global Moscato trends, we tailored it for the Indian palate: vibrant, floral, gently sweet,” Rajeev elaborates.The early feedback has been overwhelming, and the wine is flying off the shelves, proving to be a hit at gatherings and celebrations.

Innovation also calls for continually exploring new grape varieties and winemaking techniques suited to India’s diverse climate and evolving consumer preferences. The focus remains on crafting wines that are both true to terroir and enjoyable across a broad spectrum of wine lovers. However, there are challenges too. Climate volatility is a reality even in Indian vineyards. Unseasonal rains and rising temperatures affect flowering, yields, and harvest timing. “At Sula Vineyards, we have adopted adaptive viticulture using canopy management, water-efficient practices, and experimenting with drought-resistant varietals,” Rajeev informs. The long-term goal is sustainability and mitigating climate impact while maintaining quality.