Penfolds brings Australian wine legacy to modern India

With growing interest in global wine culture among Indian consumers, there is a unique opportunity to bring the story of Australian wine, alongside the legacy of France, to a broader, curious audience. For Penfolds Wines, one of Australia’s most iconic wine houses, this moment is about more than market presence; it’s about storytelling and education. As a new generation of Indian wine enthusiasts begins exploring the world of fine wine, Penfolds aims to bring its 181-year-old heritage to life in a contemporary, immersive and relevant way. As Yodissen Mootoosamy, General Manager, Penfolds Global Sales, tells Bishan Kumar, marketing wine in India today means creating experiences that resonate, experiences that help premium wine find a meaningful place in modern Indian lifestyles.

Yodissen believes India’s premium wine segment is at an exciting inflection point. Though young compared to mature markets, its pace of evolution is remarkable. Driven by a rising aspirational middle class and an increasingly globalised consumer base, India presents immense long-term potential for premium and lifestyle-driven wine brands.

India’s wine market is set to benefit from multiple demographic tailwinds. Over 100 million individuals are expected to reach the legal drinking age every five years. By 2031, the middle class is projected to comprise nearly 41 percent of the population, creating significant opportunity for premium wine brands.

“This is a significant opportunity to engage a new generation of consumers eager to connect with wine in ways that are contemporary and relevant,” says Yodissen. “Indian consumers are less constrained by conventional wine norms. They are more willing to explore diverse styles, pair wine with local cuisine, and engage with brands in a way that feels lifestyle-driven, rather than bound by legacy.” This opens doors for brands like Penfolds Wines, which focus on storytelling and experience-led engagement. 

Shifting Mindset

Cultural curiosity, international travel, digital media, and exposure to global cuisine are shaping more sophisticated palates, especially among millennials and Gen Z. Government policy shifts like reduced customs duties under FTAs are also making premium wines more accessible.

“Wine is now becoming part of moments that matter—celebrations, social dining, and gifting. It’s less about tradition and more about creating memorable experiences,” explains Yodissen. “This generation is willing to spend on quality, but only when it aligns with their values.”

Penfolds is capitalising on this momentum. “We see this as an opportunity to engage, educate and inspire through immersive storytelling and tailored experiences,” he says. The Indian portfolio includes the Koonunga Hill range, and Bin labels like Bin 2 Shiraz Mataro, Bin 28 Shiraz, Bin 128 Coonawarra Shiraz, Bin 389 Cabernet Shiraz, and Bin 407 Cabernet Sauvignon, curated based on consumer demand, pricing strategy and value-chain alignment. 

This aligns with a wider trend of premiumisation in India with 66 percent of consumers buying more expensive wines and 58 percent choosing highend options. Penfolds is observing preference for complex, structured reds like Shiraz and Cabernet Sauvignon. Additionally, storytelling and brand identity have become crucial. “Today’s consumers want to understand a wine’s origin, its sustainability practices and cultural ethos,” he adds. 

Availability Challenges

Despite growing interest, India’s total imported wine market remains stagnant at 6.2 lakh cases, with Jacob’s Creek commanding over 40 percent. “The premium and luxury wine segment in India is still in its early stages. There isn’t a clear leader yet, giving us the opportunity to shape this space,” says Yodissen.

The challenge lies in availability. Prices range from ₹2,300 for Koonunga Hill to ₹10,000 for labels like St. Henri or Bin 707, depending on state taxes. Yet only few consumers buy wines above ₹2,000. To grow this base, Penfolds is improving availability across both on-trade (hotels, restaurants) and off-trade (retail) channels. “Consumers cannot buy what they can’t find,” he notes.

Interestingly, even domestic players like Sula are investing in the premium segment. While the core remains budgetfriendly, new offerings priced above ₹1,000 indicate a broader shift toward higher-value wines. 

Regional Exploration

Penfolds is actively building its presence across major Indian markets. While already available in Mumbai, Bengaluru, and Haryana, the company is expanding in high-potential regions such as Delhi, Pune and Rajasthan. Its wines are also available in Tamil Nadu, Chandigarh, Uttarakhand, and Uttar Pradesh. 
“We evaluate brand performance through a combination of sales data, consumer insights and engagement across various touchpoints,” Yodissen informs. These include wine dinners, tastings, and partnerships with Austrade and WSET to foster deeper engagement with both consumers and trade professionals.

Repositioning Australian Wine

Australia contributes around 45 percent of India’s imported wine sales, mostly in the ‘value’ category. “We believe there’s a strong opportunity to reposition Australia in the premium and luxury space,” Yodissen says.

Penfolds’, with a winemaking heritage since 1844, represents the pinnacle of Australian winemaking. To shift perceptions, its marketing relies on three pillars: storytelling, immersive sales experiences, and a tailored portfolio across price points that upholds quality and brand integrity

Storytelling is delivered through education programmes, curated tastings, and partnerships with sommeliers and influencers. “We are also bringing the Penfolds Global Sales’ experience directly to consumers through luxury retail placements, fine dining collaborations, and exclusive tasting events,” Yodissen informs. 

Strategical Engagement

Young Indian consumers are seen gravitating towards cocktails, fuelled by consistent and engaging spirits marketing. The wine sector, in contrast, has not created the same excitement. “Wine cannot be a ‘touch-and-go’ category. It requires consistent market presence and trust-building,” Yodissen explains.

To compete effectively, premium wine brands must engage consistently, especially in Tier 2 cities like Coimbatore, Indore and Lucknow. To address this, Penfolds is investing in “thematic campaigns, culturally relevant limited editions, and immersive tasting experiences to redefine wine engagement,” Yodissen states.

The brand is focusing on five key areas:

1. Feet on the Ground – Exploring team expansion in India to stay close to consumers, partners and stakeholders.
2. Consumer Engagement – Hosting regular and immersive events.
3. Gatekeeper Education – Training sommeliers and bartenders to better recommend and sell wines.
4. Focused Distribution – Ensuring wine availability in the right outlets.
5. Increased Visibility – Enhancing brand presence across both retail and on-premise locations. 

Penfolds is also exploring occasion-based marketing, such as special releases for Indian festivals like Diwali. 

A Long-Term Commitment

The luxury wine market in India is still nascent affected by high taxes, inconsistent distribution, and evolving consumer preferences. Many brands enter expecting quick returns in one or two years, but success requires patience.

“India isn’t a market you can dip into halfway. It requires full dedication. It’s like building a house—you need a strong foundation,” notes Yodissen.

Despite having been in India since the 1960s, Penfolds admits its current presence isn’t strong enough. It’s now prioritising retail expansion and premium outlet presence. With the Australia-India Economic Cooperation and Trade Agreement (AIECTA) lowering duties, Penfolds believes it now has a better chance to offer competitive pricing for its highquality wines.

At industry events and curated experiences, Penfolds is bringing to life its 181-year-old winemaking legacy, showcasing wines not only from Australia but also the USA, France and China. The long-term goal is not just to grow market share, but to create a mature, appreciative wine culture in India where Penfolds is seen not just as a product, but as an experience.