India is seeing renewed interest from premium beverage companies.New ones are being introduced while existing ones are intensifying efforts in response to an identifiable gap in the market. “I’ve noticed the opportunity for Tequila, especially the high-end variety, in the mini-bar space, where it is often absent,” says John McDonell, COO of The Patrón Spirits Company.
It’s not always the absence of spirits that represents a gap forbeverage firms, there is also a gap for wines. Wines from a variety of regions are available in India but a now number of Portuguese labels have recently entered India via Aspri Spirits.These wines were launched at an event hosted in collaboration with the Portuguese Embassy and a wine club to ensure that they were sampled by their target market. Institutional sales are also a big part of the plan. “We saw a gap in the market. Hotels need to cater to the wine connoisseurs among their guests. While this demand is more in the luxury hotels segment, wines are also very popular in the sub-luxury category. Particularly at corporate get-togethers and cocktail parties, wine appears to be chosen above hard liquor,” says Mahendra K Sanghi, honorary consul of Portugal.
Initial surveys have indicated that the price of Portuguese wines is very competitive and they will do well in the Indian market.
Ruffino wines has been present in India for several years and recently stepped up promotions with a degustation dinner held in Mumbai. Tomasso Alessandri, director of sales and marketing at Ruffino, which is marketed in India through Sula Wines, says: “Hotels are an important channel for us. In India it’s a small segment but we’re working on it. We’re in the process of understanding the dynamics of the Indian market.”
He adds that focused marketing and promotional activities are the way forward. “We’re not able to compete on price points, so training and delivering the experience through staff at hotels would really help. We’d like to offer training at our hospitality centre in Tuscany so that hotel staff can develop a passion for our wines. French wines are far ahead of Italian wines [in market] and I think the trick will be for them to fall in love with Tuscany,” Alessandri says.
Beverage companies are unanimous in saying that the task at hand is awareness, and that is perhaps the reason behind a recent series of promotions. “I think that it’s a good idea to host such promotions in conjunction with consulates. Wine, particularly when paired with a destination’s cuisine, forms a big part of a culture,” says Sanghi.
A challenge for Alessandri is the fact that his brand focuses on maintaining the heritage of Italian wine production where many new world wines are gaining ground. Tuscan wines are regulated heavily on the basis of restrictions which makes experimentation difficult. “We’ve decided to keep up and are now producing wines that are beyond the restriction of appellations, to give the consumer a different way to drink our wines,” he says.The company is now using Sangiovese grapes as a base but adding innovations. “Il Ducale consists of 60 per cent Sangiovese, 20 per cent Merlot and 20 per cent Syrah. Modus, which is our super Tuscan, consists 50 per cent Sangiovese, 25 per cent Cabernet and 25 per cent Merlot. It scored 90 per cent in one wine rating,” he adds.
The 130-year old wine company is dabbling in sweet wines, although Ruffino maintains the focus will continue to be classic reds.
For McDonnell, the challenge has been that a Tequila story often starts and ends with shots. “We’re trying to promote Tequila cocktails like Mojitos that are popular as summer drinks, and also the Margherita which are perfect if promoted by the poolside,” he says.
