14 July,2010 06:45 PM IST | | Agencies
When it comes to enjoying a drink, Indians have become more sophisticated with 82 percent of the people preferring red wine, according to a survey across three cities released Wednesday.
The Wine Study 2010 by the Nielsen found that wine has a more stable base of consumers and are the category drivers. And with more international players entering the market, Indian consumers have only progressed in their indulgence of wine.
"Wine holds a distinct position in the Indian consumers' mind. It is seen as a sophisticated, stylish drink as compared to other alcoholic beverages like whiskey, scotch and rum that are considered men's drinks or gin, which is considered a woman's drink," said Arti Verma, associate director of The Nielsen Company.
The survey was conducted among 450 respondents across three cities - Mumbai, Delhi and Bangalore - and gauged consumer perceptions about wine and their consumption and purchase habits.
Across cities, there is a differing association on the beverage. Wine has a high association with business occasions in Delhi. However, Bangalore considers wine a drink for successful people and for relaxation. In Mumbai, wine is perceived to be a drink suited for any season.
When it comes to price, both Delhi and Bangalore consider wine an expensive drink. But for Mumbaikars, price is not a concern when it comes to drinking good wine.
Also, 62 percent Indians consume wine only outside the house - typically at a friend's place or in restaurants and pubs, while 32 percent relish it both in and out of home.
