Excess grape harvest has forced wineries to lure non-wine drinkers with affordable smaller bottles

Indian vineyards have come out with quart-sized bottles at low prices to lure non-wine drinkers. Only 0.14 per cent of liquor consumers in the country prefer wine as against 52.6 per cent who opt for beer.

"People are still disinclined towards wine. So, we decided to make wines available at lesser quantities and lower prices," said Nitin Desai, MD, Vinsura Vineyards.

Vinsura has introduced bottles of 180 ml (Rs 200), 375 ml (Rs 250-400) and 750 ml (Rs 500-700).
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Sula Vineyards too has launched wines for Rs 200. Despite repeated attempts, Sula Vineyards officials were unavailable for comment.

Size Does Matter: Wineries have introduced smaller bottles, from 180 ml onwards.

Harvest Worries

According to a vineyard official from Nashik, who wished to remain anonymous, this move is also because grape production increased this year by 15 per cent.

"Vineyards' contracts with farmers compel them to buy the extra produce. As a result, they have produced more wine this year and have been forced to find ways to increase their customer base."

Freddy Ginwala, president, Maharashtra Wine Merchant Association said, "This is a marketing gimmick to attract non-wine drinkers, as quart-sized bottles will make it easier for people to try wine."

Tipplers Happy

Whatever the reason, Thomas Fernandes, who works in a multinational company and usually drinks beer, is happy with the move.

"There are times when you don't want to drink an entire 750ml wine bottle. So long as the wine's quality has not been compromised, I wouldn't mind trying out the new quart-sized bottles during Christmas."

Did you Know?

Wine has special significance for Christians. According to Gospel accounts of the Last Supper, Jesus shared bread and wine with his disciples and commanded his followers to "do this in remembrance of me". On the other hand, all alcohol is strictly forbidden under Islamic law, except for medicinal reasons.

0.07 lts
The per capita consumption of wine in the country. It's 60-70 litres in France and 20-30 litres in USA and Australia

8,000
Acres vineyards in Maharashtra occupy