Chenin Blanc (Rs 550), Sauvignon Blanc (Rs.625), Chardonnay (Rs.725) and Cabernet Sauvignon (Rs.650) will make for the bouquet of their premium range, slightly higher priced than in Mumbai, presumably due to higher taxes in Delhi since there is no excise duty payable on wines produced and sold in Maharashtra where the winery is situated,160 kms from Pune.
The deal was signed with Delhi-based Arizona Beverages Pvt Ltd last week, informed Kapil Sekhri, one of the Directors in an exclusive chat from the winery in Akluj where the bottling of their new Classic range -priced at Rs.495 for red and a white variety is going on and would soon be available. Kapil is quite optimistic that the excise license and wines would be available in Delhi within August. They are already being distributed in Mumbai by Finewinesnmore who are also their marketing consultants.
Arizona is one of the few distributors who have built up the Indian wine distribution from ground zero. ‘We have a vast experience in selling domestic wines’, says Anand Mehta, Director of Arizona. ‘We started with Sula by selling their first bottle in Delhi in Dec. 2002 and worked with them till March 2010. We took the sales from 897 cases in 2002 -03 to around 25,000 cases of 9 liters in 2009-10 when we had a cordial separation. To continue with the wine business because of our vast experience, we chose Vinsura for the year 2010-11 but were disappointed with the association.’ Sounding very upbeat and exuding confidence, he says, ‘we are sure our new association with Fratelli Wines will be long lasting for our mutual benefits.’
Kapil Sekhri and his ‘Fratelli’ (brothers) are ready with ambitious plans that count a lot on their success in Delhi and the North India. ’With 250 acres of our own land, we have some grapes that we find are not acceptable to our winemaker Piero Masi for our top varietals. There is also the juice after the second or third press which we are now using to bring out the new Classic Red and White wine. This will be followed by Merlot and Sangiovese in another 2-3 months,’ says Kapil, adding that their top premium wine ‘Sette’ will be launched by the year-end.
The wine prices are higher than the competition like Sula, Grover, Fours Seasons and Nine Hills but Kapil insists the quality of wines is superior too- and the market will accept the Fratelli in the medium to long term and the move to enter North should help them increase the market share. He hopes that they would be able to sell the targeted 200,000 bottles in 2011-12.
For earlier articles, visit
Terroir One: Oh Brother-it is Fratelli at the JW Marriott
Brothers Bond to Bring Indo-Italian Blend
Subhash Arora |