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Delhi Wine Club
ProMotion of Brand India at ProWein

Posted: Tuesday, 22 March 2011 13:10

ProMotion of Brand India at ProWein

Organised by IGPB, Brand India takes another step forward with the maiden presence at Prowein of eight wineries Sula, Fratelli, Zampa, York, Mercury, Four Seasons, Chateau Indage and Nirvana Biosys, writes Subhash Arora, President of Indian Wine Academy which had organised the first-ever country participation at an international wine show at Wine for Asia in Singapore in 2005

Photo By:: Adil Arora

File Photo: Wine For Asia 2005

An India stand measuring 56 sq meters has been booked by IGPB, the Indian Grape Processing Board in order to give opportunity to eight wineries on a first-come-first-served basis at a participation cost of merely Rs.35,000( €550) for each winery.

An interesting feature of the Show is that Akluj-Maharashtra based Fratelli Wines and Haryana based Nirvana Biosys are rookie wineries, participating in the very first year of their production, marking their initiative to leapfrog in the international market.

Another surprise is the presence of Chateau Indage, the erstwhile leading winery now in extreme financial difficulties and dwindling market, thus sending strong signals to the industry and its creditors that it hopes to survive and make a comeback. Presumably, they have paid the participation fee like other exhibitors; Sham Chougule, Chairman of the IGPB is also the Chairman of the troubled Indage the shares of which are in doldrums and currently suspended from trading in BSE after recording 98.5 % fall to Rs.12.40 earlier this month, from its historical high of Rs.981 a share, a little over 3 years ago in November 2007.

Prowein is the annual wine show being held in Düsseldorf on 27-29 March and is the first one in the string of biggies that follow: Vinitaly in Verona (7-12 April), London International Wine Fair in London (17-19 May) and the bi-annual Vinexpo in Bordeaux (19-23 June). Taking part on an individual basis can set a winery back by € 3000 and up as the participation fee. Exhibiting through the IGPB not only is much cheaper, it encourages visitors interested in Indian wines to taste from all of them.

Indian wineries also participated at LIWF last year through IGPB. The first participation of wineries through IGPB was in 2009- barely a year after the Board was formed and became operational. They took part in the Hong Kong International Wine Show and followed it up for the second time in 2010, a participation affected by Diwali falling during the middle of the Show on November 5.

The credit for organising Indian wineries for the first time-ever, under ‘India’ banner goes to the Indian Wine Academy which has been an ardent supporter of the Brand India and single-handedly organised the arch rivals Chateau Indage and Sula to take part, along with two other exhibitors under the Indian Tri-colour flag at Wines for Asia 2005 in Singapore. Previously wineries like Chateau Indage had taken part sporadically in select wine shows on an individual basis before.

India stand will be located at Hall 6, stand 61. For any details or further information, contact the organisers directly

For details on the first national participation at an international wine show, visit   

Wine for Asia 2005-Well Worth the Visit


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