The Hindu Business Line : Grover Vineyards to promote wine among young pros

"WHEN it comes topairing wine with different cuisine, the thumb rule is to drink wine with whatever food you enjoy it with. Experts and books will tell you that only certain kinds of food go well with certain wines but the bottom line is that wine is fun and whatever helps you have fun is what is great with that glass of wine,'' says Mr Abhay Kewadkar, Vice-President, Grover Vineyards.

At a wine tasting session here, Mr Kewadkar said his company would initiate efforts, over the next few months, to promote awareness about wine and the various varieties available in India.

"Like the proof of the pudding is in the eating, wine drinking is a habit that you cultivate. Every time you enjoy a glass of wine, it is one more step in learning the finer points of appreciating it," he said. The company plans to team up with five star hotels, initially, to hold small wine tasting sessions, especially targeted at young professionals who have aspirational life styles and disposable income, he said.

"Per capita consumption of wine in India is abysmal if you consider the global figures but then the price barrier here is a vital factor why people shy away from buying wine," he said.

The country's wine industry is struggling to cope with high excise duties and sales tax, which vary in different States and makes a bottle of wine cost anywhere between Rs 450 and Rs 650 depending on which State it is made and sold.

The industry is awaiting a proposal by the Union Government to bring wine under the agro-processing sector, which will make it a Central subject while simultaneously bringing down the levies on it. "When wine licenses are available at Rs 5,000, larger number of restaurants can serve it and the larger public can avail themselves of it at more economical rates,'' Mr Kewadkar said.

Grover Vineyards, meanwhile, is looking at increasing its exports. Mr Kewadkar said the company is looking at tapping markets in Australia and Russia. "Over the next 3-4 years our export figures should go up from the current level of 25 per cent to over 40 per cent," he said. The company sold 6,20,000 bottles of wine last year and expects to close the current fiscal with sales of 8,00,000 bottles.

"We are increasing our area under cultivation and will reach the level of 1.5 million bottles five years from now,'' he added.

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