India Landscapes 2018 180x180 - India Landscapes 2018

India is an enigmatic and rapidly changing nation. On the one hand, is a land of opportunity, a country of over one billion people, nearly half a billion above the legal drinking age, boasting a young demographic that’s open to experiment.

On the other hand, India’s AlcoBev industry is shackled by cripplingly high taxes and a dense regulatory system of antiquated laws. In this paradox lies significant future opportunity for the wine industry.

As one of the fastest growing economies in the world, with a GDP expected to grow at over 7% in 2018, India with its thriving middle-class population, the country’s current wine consumption figures serve to illustrate that the wine market is still in its infancy, a fact demonstrated by the lack of knowledge about varietals, wine-growing regions amongst drinkers of both domestic and imported wine.

Key Findings:

  1. The Indian wine market had experienced steady volume growth, but volume has recently declined whilst value has increased, due to a shift towards both imported and higher end domestic wine
  2. Domestically produced wine has a greater reach in the market, whilst imports are seen as being of a higher quality. Although, this perception is narrowing
  3. Indian wine drinkers are primarily brand focused buyers, due to a lack of experience with the category
  4. On- and off-trade channels developing through the opening of more specialised and wine focused retailers, bars and restaurants
  5. Millennial wine drinkers in India embracing wine, showing willingness to experiment with new and different styles