Wine Market Defined by Evolving Choices

Even as wine consumption in India posts strong growth, its demand is influenced by the preference for low-alcohol beverages and the increasing awareness about imported brands. Consumers, especially the youth, prefer wine with the tag of a healthier choice, says Amit Goel, Director, Rad Elan Distributors Pvt. Ltd.

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Wine Market Defined by Evolving Choices

In India, as industry veterans point out, there is a growing interest in international wines, particularly among urban consumers. Varietals like Sauvignon Blanc, Chardonnay, Merlot and Pinot Noir are gaining popularity. In terms of regions, wines from Napa Valley, Bordeaux and Tuscany are the ones in favour in the Indian wine market. There is also a reported increase in white wine production to meet the growing demand from consumers, a trend that reflects changing tastes and preferences, with more people opting for lighter and fresher options.

This of course presents an opportunity for wineries in the country to cater to this demand and diversify their offerings to capture a larger market share in India's evolving wine landscape. One such company that has taken note of this shift in preferences is Rad Elan Distributors (P) Limited. It has expanded its selection to include a diverse range of varietals and regions, thus ensuring that its wine portfolio resonates with these evolving consumers' preferences. "Our marketing strategies focus on highlighting the quality and uniqueness of each wine, catering to the discerning tastes of Indian consumers," informs Amit Goel.

A Wide Selection

Rad Elan Distributors was founded in 2007 and is engaged in the distribution of imported liquor throughout India. The company has an unrivalled selection of world-class wines and premium spirits with more than 15 years experience in cultivating unmatched relationships, utilising innovative strategies and working with the industry's best. It has been working with vineyards across renowned brands like Camas Vineyard in France, Chateau Lacoste Garzec Bordeaux in France, Ville Alegre Vineyard in Chile, and Duckhorn Vineyard in Napa Valley as well as Grimaldi Barolo Vigna San Biagio in Italy.

The wine labels include Duckhorn wines from Napa Valley and Decoy from California, Grimaldi Barolo from Piedmont region, Camas from Languedoc, Senorita from Villa Alegre and Senorita Shiraz from South Australia along with Senorita Riesling from Moselle, Germany. "Our market share in India is around 10-15 percent because most of the Indian wine market is covered by commercial brands like Jacob Greek and Carlo Rossi," Amit reveals. The popularity of these wines is shaped by the millennial and younger demographics in India who are indicating a preference for low or no-alcohol beverages.

Rad Elan Wide Collection

Changing Lifestyle Preferences

This shift reflects a broader trend towards a healthier lifestyle and mindful consumption. "Our company is adopting by expanding our range to include more low-alcohol options and innovative alternatives to cater to these evolving preferences and purchasing behaviours," Amit shares. In this context of evolving choices, one trend that is taking big strides is wine experiences and wine tourism, which are turning out to be instrumental in enhancing the culture of wine consumption in India. They offer opportunities for education, exploration and appreciation of wine, ultimately fostering a deeper connection with the beverage.

Meanwhile, the modernisation of retail channels in India has played a significant role in boosting wine sales by increasing accessibility and the visibility of products.

Changing face of Retail

In modernised retail channels, there is often a broader selection of wines, including both domestic and international varieties; catering to diverse consumers' preferences.

In contrast, retail stores that are still government-run and operate in traditional formats may offer limited choices and slower adoption of new trends. The volume and varieties of wines sold are typically higher through modernised retail channels, as compared to the traditional ones.

Playing an equally important role is the innovation in packaging of wine with lighter bottles and eco-friendly materials. "Additionally, there's a rise in alternative packaging like cans and pouches, catering to on-the-go consumers and for reducing environmental impact," Amit points out.