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Delhi Wine Club
Indian Wine Promotion in Canadian Capital

Posted: Monday, 12 March 2012 16:54

Indian Wine Promotion in Canadian Capital

March 12 : Indian wines are part of the wine and biryani tasting at the Brand India Expo 2012 being held in Ottawa for 2 days on March 13-14 by the High Commissioner of India in the Canadian Capital but one is not sure that the venue is the perfect spot for wine promotion or if there would be any direct impact on exports since the wine purchases are mostly controlled by the powerful Monopolies in Toronto and Montreal, the biggest consuming centers..

Over 50 labels of Wines from Flamingo, Rajdheer, Red Wings, Vallee de Vin, Prathamesh, Vinsura, AD Wines, Vinsura, Four Seasons, Vintage, Sula, D’Ori and Luca have been reportedly exported for tasting at what is being touted as the largest Multi-product India Show in Canada.

This is where perhaps the efforts of wine export marketing are being diluted. Not only are the wine purchase decisions taken by the state monopolies in Montreal and Toronto, two of the biggest Canadian markets, the wine buyers usually do not take interest in multi-product displays and tastings. However, since the emphasis seems to be on food and pairing, one can be optimistic about the success of the maverick effort.  Top of Form.

The aim of the event is reportedly to introduce Indian wines in Canada and also to facilitate interaction between the wine makers, consumers, traders and government authorities. It would be curious to see the response. Though any market could be a good target for Indian wine promotion, one hopes the limited resources available are not being squandered away in an unplanned manner.

The theme for the event is—‘Wine and Biryani’, wherein above brands of Indian wines would be showcased. This would be followed by a tasting session and grand gala dinner. The event is being organised by the Indian ministry of commerce in association with the High Commission of Canada in India, according to reports.

Jagdish Holkar, chairman of Indian Grape Processing Board (IGPB) could not be contacted for his comments as he had already left for Canada to represent the IGPB at the event.  However, according to the PR communications, India having achieved a strong Brand India image thanks to the IT industry can hope that it rubs on Indian food products and wine.

Keeping in view these targets Indian High Commission, AIWPA, IGPB and APEDA has taken lead to participate in multi brand India Expo-2012, according to a Release by the All India Wine Producers Association. In any case the efforts of the Indian High Commission are laudable. At least, the domestic industry will be encouraged that the government is sympathetic to their mission and is serious about promoting wine in the international market. IGPB has been already taking part in several wine shows including the recently concluded Pro-Wein in Germany and will be taking part in London again this year. It also participated in Hong Kong Wine Fair for the last 3 years.

Curiously, write at their own backyard, if APEDA or IGPB were try to organise a wine and biryani tasting with these wines in Delhi, the excise laws would not permit it.

APEDA , the governmental agency to promote the exports of food products has been ruing for several years that the Indian wine industry does not join hands with them to boost their  efforts to promote wine along with food. This would be an interesting step start for the wine industry to start co-operating with them.

Officials from both the countries would be present. Participants would be introduced to the Indian wine making procedure, the vine culture, etc. according to reports.

Subhash Arora  



Alain Laliberté Says:

Mr. Subhash Arora, Thank you very much for this newsletteri I receive now for about nine months; since after Nebbiolo Prima in Alba in May 2011.As you wrote in your column I agree a tasting in Montréal and/or Toronto would have been more profitable than Ottawa. It is unfortunate I have not heard about this tasting in Ottawa. As a writer and as new agent in Ontario I would have loved to travel to Ottawa to attend that tasting.

Warmest regards,
Alain Laliberté

Posted @ March 13, 2012 14:50


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