NEWS
SOUTH AUSTRALIA LAUNCHES WINE EXPANSION PROGRAM IN INDIA
By Siulan Law Mathews DipWSET
1-10-2021
Credit: Renzo D'Souza/Unsplash
The State Government of South Australia is launching the South Australian (SA) Indian Wine Expansion Program over the next 12 months, in another boost for the SA wine industry.
India-based Master of Wine Sonal Holland has been appointed as Program Ambassador to represent participating wineries in the program.
Minister for Trade and Investment Stephen Patterson said the program will assist wineries to grow their businesses in India, while providing Indian consumers with the chance to try more SA premium wines.
“India’s growing middle and upper-middle class has, over the last few years, created huge market potential for South Australian products,” Patterson said.
“In 2020, India experienced an e-commerce boom largely due to COVID, which coincided with some states allowing the sale of alcohol and wine through the e-commerce channel. This presents huge market potential for South Australian wineries,” Patterson added.
Over the next 12 months, promotional events will be held in target cities including Mumbai and New Delhi to showcase and educate Indian consumers about SA premium wines.
The program will also provide SA wineries the opportunity to learn more about the Indian market and how to widen their distribution channels or export to the market for the first time.
To be executed with Holland, India's first Master of Wine, the program will not just target end-consumers but also sommeliers and the hospitality industry in India.
“India is one of the youngest countries in the world with 65 per cent of India’s 1.3 billion population under the age of 35 and more than half of India’s wine consumers living in urban cities,” said Holland.
“These consumers are young, well-travelled and eager to learn about the premium products they consume.”
“Their knowledge and demand for quality premium consumption is increasing and, as the hospitality sector begins to emerge from COVID, it is an ideal time for South Australian wine producers to consider the long-term potential this market presents,” Holland added.
(the writer can be contacted at: info@thewinechronicle.com)
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