Indian wine market - a snapshot
- Wine consumption in Indian is currently low, but opportunity for growth is considerable, with 808 million people under the age of 35.
- The legal drinking age is 25, high compared with western cultures. But there are 485 million people above this age.
- 2-3 million consumers consume a total of 24 million litres. However, sales are on the up, with wine sales increasing by 12% between 2009 – 2014.
- About 80% of wine is consumed in urban centres, and the market is dominated by domestic wine, driven by lower price and availability.
- Imported wine is held back by high taxes and trade barriers.
- Wine awareness is very low amongst consumers, even among those who drink it.
- Fewer than 20% of consumers were aware of any region of origin other than Nashik and Bangalore
- 28% of consumers were not aware of a single grape variety.
- Shiraz and Cabernet among red, and Chardonnay and Pinot Grigio among whites were the most popular varieties.
- Price is the most important factor when selecting wine in the off-trade.
- Terms such as ‘Chateau’, ‘Superior’ or ‘Reserve’ have less influence than familiarity of brand name.
- Source: India Wine Insider 2017: The Consumer Outlook