Mercury Winery is the first Indian wine producer to foray into China
By Dheera Majumder 2009-11-16 14:48:59
Mumbai-based wine producer, Mercury Winery Pvt Ltd (MWPL), with an aim to expand its international operations, recently forayed into the Italian market for sales and distributions of its wines. The company launched two varietals — Shiraz and Sauvignon, which will be available at the Indian restaurants in Italy. Besides, the company has rolled out wine varietals in China. Apparently, Mercury Winery is the first domestic producer to foray into China. Plans are afoot to launch in the US market by the end of November 2009. In the future there are plans to foray into Canada.
Besides, MWPL has plans to expand its presence in the domestic market. It will launch its portfolio of wines in Andhra Pradesh, West Bengal, Rajasthan and Tamil Nadu by end of November 2009. The company does not plan to outsource its countrywide sales, distribution and marketing efforts. It is developing its own sales teams in the states.
Early this year, MWPL planned to add sparkling wine to its portfolio. However, the plan was deferred due to the economic meltdown. Viral Pancholia, Director, MWPL said, “Sparkling wine is a seasonal product and is targeted at events, celebrations and weddings segment. However, during the last six months, as the basic wines were not selling in the market, we did not want to flood the market with a new varietal.” He said, “The last three months were not good for the entire industry with low sales. Due to this, many domestic players resorted to the ‘one on one free’ offers. We do not want to follow such scheme brackets, which tarnishes the brand image.”
The company has been preserving about 80 per cent of its total produce from its first vintage. “We want to establish our presence in the production of full bodied and mature wines, not in the young wines category. Hence, we were ageing the wines with oak chips.” Having aged the wines for about two years, it will launch them in the Mumbai market by the end of this year. Besides, it is also in the process of adding Cabernet Shiraz to its portfolio by end of 2009. The company is also diverting its focus from retail segment to institutional sales. In 2010, the company aims to grow its domestic distribution network and enter new markets in North India.
Besides, MWPL has plans to expand its presence in the domestic market. It will launch its portfolio of wines in Andhra Pradesh, West Bengal, Rajasthan and Tamil Nadu by end of November 2009. The company does not plan to outsource its countrywide sales, distribution and marketing efforts. It is developing its own sales teams in the states.
Early this year, MWPL planned to add sparkling wine to its portfolio. However, the plan was deferred due to the economic meltdown. Viral Pancholia, Director, MWPL said, “Sparkling wine is a seasonal product and is targeted at events, celebrations and weddings segment. However, during the last six months, as the basic wines were not selling in the market, we did not want to flood the market with a new varietal.” He said, “The last three months were not good for the entire industry with low sales. Due to this, many domestic players resorted to the ‘one on one free’ offers. We do not want to follow such scheme brackets, which tarnishes the brand image.”
The company has been preserving about 80 per cent of its total produce from its first vintage. “We want to establish our presence in the production of full bodied and mature wines, not in the young wines category. Hence, we were ageing the wines with oak chips.” Having aged the wines for about two years, it will launch them in the Mumbai market by the end of this year. Besides, it is also in the process of adding Cabernet Shiraz to its portfolio by end of 2009. The company is also diverting its focus from retail segment to institutional sales. In 2010, the company aims to grow its domestic distribution network and enter new markets in North India.
From hospitalitybizindia.com