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 Priced
between Rs.425 ($10.5) and Rs.500 ($12.50) plus VAT, the range consists
of the staple Nashik varietal fare, Cabernet Sauvignon, Shiraz, Chenin
and Sauvignon Blanc. Equivalent of 180,000 bottles have been fermented
in its maiden vintage, with 2000 cases in the bottle. They are already
talking to Big Bazaar, Narang Hospitality for marketing the labels, according
to Ajay Chaubal, the Marketing Manager.
An interesting aspect is that following the direction
set by UB, the BigB (Big Brother) where UB is already planning exports
before bringing out the wine in the domestic market, Mercury plans to
export 60% of its products in the very first year itself. ' We plan to
target UK, Dubai, CIS countries and Sri Lanka where the samples have been
sent and we expect the orders soon,' adds Ajay who has years of international
marketing experience.
The winery is owned by Mumbai based finance specialist-
Viral Pancholia who is in a tearing hurry to march ahead and grab a bigger
piece of the pie. In an interview with delWine, Pancholia said, 'We had
started the winery construction in September, 2005 and we are ready with
our wines, even though we had no previous experience of wines or wine
making.'
 The
Ex label concentrates on Shiraz while the Mex will be doling out a Rose.
It is interesting to note that this wine will blush with the aid of Shiraz
and Chenin- a combo of red and white grapes, a rare combination, not even
permitted in most of the appellations in the world-especially the Old
World, barring a few small regions in France.
'The prices will also not be a factor in determining
the label as there will be an overlap of prices,' says Viral. The labels
are vibrant and attractive. The labels will be sold by identifying the
customer profile.'
The image is being created to sell in the duty free circuit
as well. 'Even the launch at the Hotel Hilton tonight will have corporates,
well known industrialists and businessmen,' concludes Viral, assuring
us that the wine will be in Delhi too next year.
Subhash Arora
January 14, 2008
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