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 Cecilia Oldne, Sula Vineyards’ Global Brand Ambassador and Head of International Business and Communications, is currently in Guangzhou, China where she hosted a Degustation Dinner in collaboration with its importer and distributor, Justwine at the famous Chaohuang Restaurant. The exclusive dinner was attended by Gordon Lin, Yong Zhuang Hua, Li Hao Pei, Vikas Gupta and dignitaries from the Indian Consulate. The guests sampled and enjoyed a great selection of Sula Vineyards’ award winning wines at this historical soiree.
Sula Vineyards is introducing a wide range of Sula wines, including the Sula Brut, Sula Brut Rose’, Chenin Blanc 2013, Sauvignon Blanc 2013, Dindori Viognier 2013, Zinfandel Rose’ 2013, Zinfandel 2013, Shiraz 2013, Rasa Shiraz 2012, Dindori Shiraz 2012 and the Sula Late Harvest Chenin Blanc 2013.
Sula has planned a tailor-made strategy to conquer the market which is considered to be like an ‘Ascent of Everest’ by many in the business despite the 40% annual growth of the market in the recent years. ‘We strive to not only understand the demands of the market but to capitalize on their mutual strengths to achieve success. It is very important for us to have a healthy balance of on-trade and off-trade channels for supply that complements the requirement of the market, says Cecilia, adding, ‘we are thrilled to be partnering with Justwine. With their support and expertise, we look forward to expanding our global presence now also in China. I foresee a very positive future for Sula in China.’
 ‘The degustation dinner in Guangzhou was a success. Customers and local wine critics loved the Sauvignon Blanc and Shiraz immensely and could not believe that it is just a 13 year old winery with such brilliant quality. We are proud of introducing Sula Vineyards to this market and are certain that a unique brand will be appreciated.” says Vikas Gupta COO of the China operations of Justwine.
Sula Vineyards has been the leading producer of India for the last 5 years and took control of the market after Chateau Indage collapsed and the second largest producer, Grover failed to seize the opportunity. Sula Vineyards has the biggest distribution network in India and is a household brand for wine drinkers. It is also the most popular Indian label at the fine hotels and restaurants across the country. Sula already exports to over 20 countries in Asia, Europe, the United States and Canada. The company is expected to cross the total sales of 6,50,000 cases (9-liter) in fiscal year 2013-2014 although the company insiders claim this number to be very conservative. The company covers a wide spectrum of wines at different quality and price points.
 Sula is also one of the Top Ten wine importers under the umbrella of Sula Selections, with a portfolio of prestigious brands from leading producers like Remy Cointreau, William Grant & Sons, Hardys, Ruffino. It has also added beer to its import portfolio in recent years with a tie-up with Asahi Beer.
Firmly committed to maintain its leadership, Sula continues to experiment with new varietals, engage in sustainable agriculture, support the local rural economy, and make quality wines. The company founded by Rajeev Samant who is firmly at the driver’s seat despite several dilutions of equity through the PE participation, aims to become one of the world’s most sustainable wine producers.
Justwine is a high-end quality wine distributor in Hong Kong and Mainland China representing prestigious brands from the largest producers to Grand Crus from across the world. It was founded in Hong Kong in 2007 and now boasts offices in Guangzhou, Beijing, Shanghai, Chengdu, Hangzhou, Nanjing, Wuhan, Xi'an and Changsha. With a base of 500 customers throughout China according to its website, it claims to be one of the most important importers in China and represents more than 1,000 labels.
Subhash Arora |