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Rural markets have already recorded low-cost wine sales
of nearly Rs 300 ($75m) crore during the April-December period, Assocham
said in the statement, which also gives the increasing popularity of wine
among the youth as the main reason.
Assocham statement has also said that total sales of
low-cost wine in the country during the current fiscal are expected to
touch the Rs 1,400-crore ($350m) mark to which rural markets are likely
to contribute Rs 500 crore.
"The total wine sales upto December 2007 countrywide
has been estimated around Rs 1,000 crore in next 3 months, the wine sales
is anticipated to touch levels of about Rs 1,400 crore," Assocham
President Venugopal Dhoot.
The change in consumption pattern has been primarily
because of health reasons as a large segment of population have started
preferring wine over other alcoholic drinks, it said.
Dhoot said over 8.5 million litre of wine is likely to be sold during
the current fiscal of which the rural is expected to buy 3.5 million litre.
This translates into 5 million liters of Indian premium wine, equivalent
of 6.67 mill bottles or 5.5 million cases (of 12 bottles) and about 400,000
cases of the low-cost wine. Mostly, Vino made by Chateau Indage sells
for Rs.100-115 a bottle. Some cheap Goan wines also sell around that price.
The expected revenues of Rs.900 crores from the balance of 6.67 mil bottles,
working out to Rs.135 a bottle does appear to be rather low. Perhaps,
this refers to the average manufacturing cost of a bottle.
Resource: http://economictimes.indiatimes.com
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