Winemakers look beyond classes with low-priced units(2)

Associates Wines is also contemplating coming out with more affordable wines this year. Of the 1,100 tonne of grapes crushed by the company this 
year, 500 tonne will go towards premium wine and 600 tonne towards cheaper wines. In FY 2008-09, Associates Wines sold 1 lakh litres of low-cost wine, as opposed to 50,000 litres in the premium segment.
Dattatreya D Tupe, managing director, Associates Wines says, “Cutting costs is the only way ahead for those burdened with surplus crushed grapes. By March 2010, we expect to sell around 1.8 lakh litres of low-cost wine in the Indian market.”

Associates Wines already has a successful portfolio of brands in the market, consisting of a vintage port for Rs 100 and Red Wine (brand name) and Selvino white wine at Rs 150.