 The Red and Rosé wines come from the signature grape of South Africa -Pinotage, a cross hybrid variety developed in 1961 from Pinot Noir and Cinsaut (used in Hermitage wines in South of France, and hence the name). White wine is a blend of Chenin Blanc and Chardonnay.
When delWine contacted Abhay Kewadkar, the VP and Chief Wine maker of UB's wine division which handles Indian as well as imported wines, he informed us that the Kingfisher Bohemia beer, oops, wine, was being imported by the breweries division.
This may not be surprising. With a huge, loyal family of Kingfisher "good times" beer drinkers many of whom will switch to the healthier drink in years to come, this wine will offer a good platform and a brand new market. With a strong distribution network, the company is bound to make good inroads.
With the presumption that the wine drinkers in India have been devoid of any fun so far, Mr. Shekhar Ramamurthy, Deputy President of United Breweries Limited announces, "we believe that it's time India discovered the fun side of wine!' Further addressing the beer drinking, brand following community he adds, 'No rules, no rituals, no dress codes, any occasion & any cuisine matching the wine! This simplifies the enjoyment of wine. Kingfisher Bohemia offers the wine drinker great taste and unmatched flavour.'
 Kingfisher has been introduced in Delhi, Bangalore, Pune and Mumbai according to a company release. It is available at different prices ranging from Rs 590 to Rs 795, depending upon the market rates in the four cities where it has been launched.
There are already a few instances of wine importers bringing in and promoting their own labels, like the Australian Golden Mile (Brindco), Italian Opera (Vinner Wines) and the French Pierre Maison (Sula). But none has had a brand which was already well established in the beverage industry.
Kingfisher Bohemia is also available in 5-star hotels. The company website shows it listed at all the top properties in Mumbai-including the Oberoi, Taj, ITC, Hyatt, Inter- continental, JW Marriott and Leela. Bangalore has over 50 retailers including Metro, Spencer and the Hyper retailing it. Pune has listings of over 25 hotels whereas in Delhi 4 retailers are shown carrying the label.
So next time you don't feel like a beer, just unscrew the top of a Kingfisher Bohemia and have a good time with wine.
Subhash Arora |