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Delhi Wine Club
Antinori King of Labels in India

Posted: Wednesday, 26 March 2014 18:44

Antinori King of Labels in India

Mar 26: If one were to ask any wine cognoscenti in India about the biggest selling label in India, a majority would give the correct answer; Pernod Ricard- owned Jacobs Creek label from Australia is the biggest selling single brand, way ahead of the runner-up Moet Chandon but in terms of the maximum number of labels imported from a single winery group, Antinori from Tuscany rules the roost, writes Subhash Arora

It would truly be a trick question that would offset a student if WSET courses were to be custom- tailored for India and not the one-size-fits-all current syllabus. No. 1 Winery with maximum labels imported into India? Jacobs Creek, you say? Wrong. It is Antinori which is the king of wineries that has the maximum labels imported into India.

Despite the common refrain from the importers that they are cutting down on the labels due to high registration charges, the Tuscan family winery of Antinori has 44 labels imported into India out of which about 32 sell quite well and fast, according to the list shared by Farhad Bhabha, the CEO of Berkmann Cellars India with delWine.

The leading importer Brindco has been on a label chopping spree for various business strategy and administrative reasons has two of its top labels total up to match this number. Between their top two labels- Frescobaldi and Baron Philippe de Rothschild sharing 22-24 labels each.

Torres close number two

Another big surprise comes from Torres-recently voted as the Most Admired Wine Brand of the World. Imported by Prestige Wine and Spirits, a Torres JV, they import 37 wine labels and 3 brandy labels which are not recognised by delWine as a wine category, unfortunately. Sending the list, Sumit Sehgal, the Director of Prestige says that the number would be 50 if the different sizes were considered as a separate label. Unfortunately, that does not cut ice with delWine. And it remains at the No.2 slot.

The second largest importer in terms of selling multi-labels is Aspri. The Delhi-based Director Arun Kumar who had just finished attending Prowein called me from Germany to inform me that Zonin is their highest label -imported company with 14-15 labels, followed closely by Albert Bichot from Burgundy with 12 labels. Interestingly, both these labels were introduced by Brindco in the Indian market.

Antinori was introduced by Sanjay Menon of Sonarys (erstwhile Sansula) Mumbai. To know if Antinori is the top selling wine for Berkmann India in terms of volume, watch this space.

Subhash Arora

Antinori Labels        Torres Labels



Tarvinder Singh Says:

Dear Sir, As a m atter of fact, Importers may claim to import hundreds of labels, however the reality is that most importers are reducing the number of labels for efficiency both financial and logistical. Therefore, when a distributor claims to import 44 labels of Antinori , they only register “for sale” 10 labels in delhi (s ee enclosed Delhi Excise Report) makes us wonder on the logic of the same. With the cost of Label Registration across key cities like Delhi, Jaipur, Gurgaon , Mumbai, Bangalore on the rise, (average cost being Rs. 80,000 or E ur 950 Per Label), Importers have no choice but to focus on limited labels. Any intelligent importer would work harder by focusing on a limited SKUs with greater breadth and depth of distribution in the market. Regards. Tarvinder Singh

Posted @ March 27, 2014 15:15


Arun Says:

Dear Sir, Our significant labels are also from the Distell portfolio (11) from South Africa and other important ones are DBR Lafite (11 and ) Domaine Paul Mas (10). Regar ds . Arun.

Posted @ March 27, 2014 14:34


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