Sparkling wine for finer palate

Retailer: How do you perceive the Indian wine market? What’s the growth rate of the Indian wine market? What’s the reason for the Indian wine market to grow?

Jatin Virmani (JV): In the last twenty years, the worldwide wine industry has become increasingly sophisticated, though over the years, the market has become fragmented, international, multi-lingual, operating in many currencies, and information-intensive. The wine industry globally faces continued shake-up and consolidation and the generation of mega wine companies has become inevitable as no one wine company, listed or private, currently has more than one per cent of the world wine market, in stark contrast to other beverages.

India has emerged as one of the fastest growing markets for wine on the global map. The Indian wine market is growing at 30 per cent.  The per capita consumption of wine in the country is estimated at around 9 ml, indicating huge potential for growth in the coming years. Various factors, such as favourable government policies, increasing disposable income, amplified wine marketing and influence of western culture are helping Retailer to drive India’s wine consumption. About half of the Indian population meets the minimum age of drinking (21 years), however, that number is greatly increasing with a vast number of Indians on the maturity stage.

Retailer: What sort of brand value Kimaya will add to wine?

JV: Kimaya is an Australian wine that has been customised to the Indian palette. Australian wine-making results have been impressive and it has established benchmarks for a number of varietals, such as Chardonnay and Shiraz. In fact, Australian Shiraz is one of the best known categories in the world. Moreover, Australians have innovated in canopy management and other viticultural and wine-making techniques, and they have a general attitude towards their work that sets them apart from producers anywhere in the world.  Apart from using the Australian expertise to customise a wine for the Indian palate, Kimaya also brings to India the unique Moscato. Kimaya Moscato is definitely a value add to the Indian wine market. This will be a unique experience and not so easily found until now in the market.

Retailer: What’s the specialty Kimaya Wines will offer? How will it be different from other leading wines?

JV: Like we said we made the wines keeping in mind the needs of the Indian consumers. Kimaya Shiraz will offer a burst of flavours with a variety of food. Share the table with kebabs, grilled chorizo and cheese, lamb stew, cumin crusted grilled salmon with sauerkraut, moderately spiced red curries, and many more accompaniments on your favourite menu will be best eaten with a glass of Kimaya Chradonnay or Moscato. The simplicity we provide, even though it comes from a foreign land, is what is going to charm the consumers.

Retailer: Initially, which are the markets you’re targeting for introducing Kimaya Wines?

JV: Kimaya Wines will be available pan India. Our first two markets of concentration will be the North & West of India, followed by South and East.

Retailer: How’s the Indian market prepared for fine quality wine? Is Indian climate is perfect for wine production? Which region does fit the best?

JV: While the fine wine consumption is growing and many more pockets of the fine wine consumers are emerging, the level of awareness and wine education in the country still needs to be honed and nourished. We like to drink our wine but we still don’t know our wine. Viticulture in India has a long history dating back to the time of the Indus Valley civilization when grapevines were believed to have been introduced from Persia. Wine-making has existed throughout most of India’s history but was particularly encouraged during the time of the Portuguese and British colonisation of the subcontinent. While a large portion of the Indian subcontinent is not ideal for viticulture, the large diversity of climate and geology does cover some areas with suitable terroir for wine-making to thrive. The summer growing season in India tends to be very hot and prone to monsoons. Many of India’s wine regions also fall within the tropical climate band. Vineyards are then planted at higher altitudes along slopes and hillsides to benefit from cooler air and some protection from wind. Vineyards in India range from the more temperate climate of the northwestern state of Punjab down to the southern state of Tamil Nadu. Some of India’s larger wine producing areas are located in Maharashtra, Karnataka near Bangalore and Andhra Pradesh near Hyderabad. Within the Maharashtra region, vineyards are found on the Deccan Plateau and around Baramati, Nashik, Pune, Sangli and Solapur.

Retailer: What’s your marketing strategy? Please reflect on the branding initiatives of Kimaya Wines. What are the occasions when wine is most consumed in India - your observation on this?

JV: Our aim is to bring in the culture of a glass of wine every evening to each one. We have a long way to go. Our marketing strategies will revolve around our USP. We must be the only one that have picked up the most popular results of Australia and developed them to be liked by India. We are your wine, because we made it keeping just you in mind. Wine drinking occasions are primarily social but the in-home consumption trends are also soaring.

Retailer: Who are your target audience? Do you think women are the major consumers of wine? What sort of taste Indian consumers prefer? What is the price range of these wines?

JV: Our target audience is anyone who can appreciate a good glass of wine. Like we said, we want to see a glass of wine every evening tinkling amongst people who like all things nice. Women are the major consumers of wine is an observation, but the trend is changing now, and soon you will see bottles of wine at a guys’ nightout too. Indians prefer fruity and medium bodied wines. The prices will be between Rs 1200-1500.

Retailer: Prior to launch, what sort of market survey has been carried out?

JV: The focus of our market survey was on developing the right array of flavours for the Indian market. There were umpteen amount of back and forth that we have done with samples that were produced each time with feedback from a select group of consumers. Most of our market research was blind tastings amongst regular drinkers of wine to arrive at just the right blend of flavours.