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Posted: Saturday, November 17 2007. 10:10 AM

Diageo Launches Indian Wine

Diageo has India entered the Indian wines segment with the launch of 'Nilaya,' its first domestic wine in Goa yesterday.

Speaking at the launch, the head of wines and beer business – Diageo India, Mr Adrian Pinto said that the wineries in Nashik that produce their wine are known for their consistent quality and the combination of their distinct individual characteristics helps in creating a unique blend such as Nilaya, which complements both India and western cuisines.

Diageo has associated with Mountain View, Renaissance and Flamingo wineries in Nashik for their wine.

Nilaya, which translated in Hindi means 'Blue Heaven' is presently available in four flavours – Chenin Blanc, Sauvignon Blanc, Shiraz Rose and Shiraz Cabernet which are priced between Rs 395(€7) and Rs 500. They will be available across the state in wine retail outlets.

With a rather bold looking label in blue, probably more appropriate on a Gin bottle, the producers have tried to convey the essence 'Blue Heaven' which, though not as complex sounding as a French labels may require some time to pronounce properly.

Earlier this year, Diageo had launched their range of foreign mass selling labels like Blossom Hill, Barton & Guestier (B&G) and Piat d'Or in India.

With the launch of Nilaya, Diageo plans to expand in the alcohol beverage industry in India, with wine being the fastest expanding segment, said Pinto who was Sula's national marketing head earlier.

Before going on its own to enter the Indian wine market, Diageo had made overtures to Sula for a partnership deal that failed to materialise.

Subhash Arora

November 17, 2007




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