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Drink Mokssh and Get Moksh

Posted: Tuesday, 14 June 2011 18:00

Drink Mokssh and Get Moksh

June 14: ‘Drink Mokssh and Get Moksh’ (Nirvana) could well have been the slogan adopted by Living Liquidz, the liquor retail chain in Mumbai, which has introduced a range of wines with the label Mokssh, apparently to make the owner of the company Moksh Sani immortal, but it has chosen instead to emphasize affordability, accessibility and approachability, keeping quiet on the source of grapes or vinification.

The company has chosen to emphasize on the affordability of its wines. A Press Release announces that ‘Living Liquidz uncorks its flagship wine brand – Mokssh’ while in the same breath it talks about ‘Last year, Living Liquidz took a step ahead by entering the path of wine industry and launching its flagship brand - Mokssh, successfully.’

‘Mokssh was created with the mission of making wines affordable, accessible and approachable’. At Rs. 450-650 a bottle, it does not seem to be any more affordable than the existing established brands like Sula, Grover, Four Seasons, Nine Hills or Zampa. It might be more accessible in Mumbai because of several retail stores it has but with several national players around, it is difficult to accept that it is more accessible.

Approachable is the quality and characteristics of a wine that usually describes whether the wine is easy to drink at a point or is closed due to aggressive tannins. One has to taste the wine to describe it.

‘The wine is produced from the best quality grapes planted at the vineyards in the popular Nashik Valley that has the apt climate for growing ‘world-quality grapes’. It excels in great aromatic experience and tastes pleasant, so the wines are better in fragrant aroma and the better in taste’, says the Release.

It is heartening to see producers with such confidence and working with such gusto to make Nashik synonymous with world class grapes. With a bitter after-taste of ‘India Shining’, it brings to memory another company that came up a few years ago that bought the grapes, vinified them at a rented winery and the promoters were absolutely confident that their wines from the first vintage were the best in India and competed with the best wines in the world.

It must be heartening also for the consumers and the wine producers to learn from the Release that ‘The Indian winemakers have evolved the success due to minimal pricing with best world-quality wine. They have not only gained demand in India, but also in other countries as well.’

It has six varieties of wine, Shiraz and Cabernet Sauvignon, Chenin Blanc, Sauvignon Blanc and Chardonnay and a Rose- Blush. Incidentally, the term Blush was used in California only until Rajeev Samant brought the zinfandel plants in his suitcase and made wine which he lovingly called Sula Blush. Now Nashik has joined the ranks too, a few producers in Australia notwithstanding.

Uniqueness about Mokssh lies in its packaging as the bottles are screen printed for the first time in India, according to the company. The boutique venture is the brainchild of Moksh Sani whose ‘Living Liquidz’ retails a variety of international world-class liquor brands.

Retailing is one of the biggest constraints in Mumbai with retailers having a firm hold on the market and since the company has several stores under its belt, Mokssh should find an easier market and hopefully, open a new segment. The company apparently has tie-ups with Hypercity, Gourmet City, Reliance Fresh, Aditya Birla Retail group, Spinach, Tata Star Bazaar and more. Living Liquidz has 42 outlets spread across Mumbai

Mokssh has become a leading player in the wine industry in a short span of time due to pleasant aromatic element and nominal pricing- also says the Press Release.

Eat your hearts out, Sula. Looks like your leading position was short-lived!



Manasi Says:


The quality of your wine is fabulous. First time i likes the taste of white wine. Congrats to u guys for making somthing different. Mujhe MOOKSSH mil gaya. I throuly enjoyed it having white wine.

Posted @ December 17, 2011 16:42


Bobbo Says:

Action requires knowledge, and now I can act!

Posted @ August 01, 2011 12:37


Sunny Says:


I would say the Screen Print Looked good but wasnt convienced on anything after that. I mean the Wine.

Posted @ June 16, 2011 10:40


Anand Shankar Says:

I am intrigued to know which winery is producing this world class wines for private label. Also I have been a regular customer at Silver Coin , do they have special one plus one offer on Mokssh wines . I am sure with the quality of wines Sula is for sure gonna get Mokssshed.

Posted @ June 15, 2011 17:40


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