The Hindu Business Line : Skalli Family looking to build presence in India

"India will be a key market for imported wines," said Mr Etienne Godard, Skalli Sales Director for Asia, who was recently in India to learn first-hand about the local wine market.

Skalli began exporting its Fortant and Caves St. Pierre wines to India through Sula Wines about six months ago.

Fortant wines are priced in the Rs 750-900 range, while Caves St. Pierre wines are priced in the Rs 900-1,600 range. "Fortant is entry-level French wine for on-trade (restaurants, bars) and off-trade (personal sales)," Mr Godard said.

"The Rhone Valley wines like Caves St. Pierre are the next level."

Sula has sold roughly 1,000 cases of Skalli wine so far, and plans to double that over the next six months.

Sales have been split 50-50 between on-trade and off-trade. Perhaps predictably, Fortant has outsold the more upmarket Caves St. Pierre.

"What we want to do is establish these two brands," Mr Godard said.

"After these two brands are established, we can think about more premium wines from the South of France."

"When a wine market matures, there are generally three types of wine left in the market," he added.

"Cheap wines, really expensive wines and brands."

Skalli is looking at price, packaging and promotion to entice off-trade customers. The company recently revamped its package design to give it a young feel and make it more premium.

Tie-up

Sula is also tying up with JW Marriott and is working on an arrangement with Grand Hyatt to supply Skalli wine.

One constraint for Skalli, however, is the number of different State laws regulating wine in the country.

"We need to adapt to different legislations and that is difficult for us to work with," Mr Godard said.

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