Now, French Wine­maker JCB Plans a Lo­cal Blend

The Economic Times - - Brands: Creating Desire - Ratna.Bhushan @times­group.com

New Delhi: Pre­mium French wine­maker Jean-Charles Bois­set (JCB) will cre­ate wine blends tai­lored for the In­dian mar­ket in col­lab­o­ra­tion with its ex­clu­sive In­dian part­ner, Fratelli Vine­yards, rep­re­sen­ta­tives of both firms said.

This will be a first in In­dia for the pri­vately held French vint­ner.

Fratelli and JCB are al­ready sell­ing an ex­ten­sive portfolio of brands, such as JCB, For­tant, J Moreau and DeLoach, un­der a re­tail and dis­tri­bu­tion part­ner­ship. Fratelli is the third largest wine pro­ducer in In­dia, af­ter Sula Vine­yards and Grover Zampa.

“In­dia’s food and so­cial cul­ture is an ideal fit for wine. Mar­ket trends show that wine con­sump­tion, though at a nascent stage, is grow­ing ex­po­nen­tially in the coun­try,” Jean-Charles Bois­set said.

Fratelli Vine­yards man­ag­ing di­rec­tor Kapil Sekhri said con­sump­tion of wine was grow­ing at a faster rate than that of hard liquor in In­dia, though on a smaller base. Data by re­searcher Euromon­i­tor show sales of spir­its will grow at slower than 2% in com­pound an­nual growth rate (CAGR) in In­dia in 2015-20 and beer at 5.7%, while wine will out­pace both at about 15%.

Fratelli’s cur­rent In­dian in­vest­ments stand at $10 mil­lion (about ₹ 68 crore).

Sekhri said three-fourths of In­dian con­sump­tion is skewed in favour of red wine, fol­lowed by white wine. While Fratelli’s do­mes­tic wines are sold at ₹ 700 to ₹ 2,000, in­ter­na­tional brands start at ₹ 1,500 and go up to ₹ 5,000.

Ac­cord­ing to the In­dia Wine Mar­ket Out­look-2021 re­port, in­ter­na­tional wine traders are in­creas­ingly eye­ing In­dia as an ex­plo­sive high­value mar­ket. In­di­ans, com­pared with con­sumers in western coun­tries, have tra­di­tion­ally pre­ferred liquor with a higher per­cent­age of al­co­hol, such as whisky. “But chang­ing habits of In­di­ans in drink­ing have al­tered for­tunes of the wine in­dus­try. The prospect of wine con­sump­tion in the coun­try is very pos­i­tive,” it said.

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