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Delhi Wine Club

Posted: Wednesday, 14 July 2010 14:26

Study Claims Phenomenal Growth in Wine Consumption

A new Nielsen Syndicated Wine Study 2010 claims that the Indian wine industry has been witnessing phenomenal growth in recent years due to the addition of several brands while stating what is not obvious, that 82% of the wine consumed in the last three months was red.

The Nielsen survey was conducted across the three metros – Mumbai, Delhi, and Bangalore, and gauged consumer perceptions about wine and their consumption and purchase habits.

Survey found that wine has a high association with business occasions in Delhi while in Bangalore people consider it a drink to relax and for successful people although in both these cities they consider it an expensive beverage. In Mumbai, it is perceived to be a drink for all seasons and price is no consideration. Possibly the existence of a more evolved consumer base with a higher proportion of entrenched users that cuts across age groups might be a reason for this attitude towards wine prices in Mumbai.

This seems to be a surprising claim while the facts might suggest otherwise. When the price of imported wines went up in Maharashtra in 2007 due to the jump in excise duties to 200%, the Mumbai market just collapsed and there were hardy any takers in retail or the hotels..  

In what may appear to be another surprise is the observation that among different variants of wine available in India, red wines are consumed the most with 82 percent consuming it in the last three months and red wine has a more stable base of consumers. The level of experimentation with different variants and brands is also reportedly higher in Delhi and Bangalore and among men. Bangalore has a younger consumer base and yet is conservative when it comes to wine experimentation.

Survey suggests that more than 62 percent Indians consume wine out of their house; they drink at a friend’s house or in restaurants. Even for those who consume wine both inside and out of home (32 percent), proportion of lator is much higher. Wine consumption is mainly during special occasions such as birthdays, anniversaries, etc for both inside house and outside.

Nielsen's study also revealed that there are several perceptions about wine including some myths and realities. Seventy eight percent Indian wine consumers believe that wine should be served in wine glasses only. Seventy six  percent believe that wine should match the type of food but they seldom put it to practice.



Subhash Arora Says:

Wouldn't I like to know!! Yes - a big pinch and a lot of iodine in the salt!!! Thanks for making a note of it. Subhash

Posted @ July 19, 2010 12:32


Aruna Pohl Says:

Hi Subhash, Would be interesting to know what was the sample size & profile of those surveyed. Also, what's your take on these results? Taken with a pinch of salt, I guess.

Posted @ July 19, 2010 11:43


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