Bring out the bubbly

The premium liquor market in India is expanding by the day.

While brown spirits still continue to rule the roost and white spirits such as vodka are considered to be the fastest growing category in the Indian liquor market, the luxury spirits, especially champagne and sparkling, have been slowly and steadily gaining steam.

The luxury wine and champagne market in India is pegged around 150,000 bottles out of which champagne accounts for 20 per cent and has been growing at a healthy rate of 25 per cent.

According to Dharti Desai, CEO, Finewinesnmore, a lot of this is down to how the aspirational values of the consumer are changing. "People these days want the best of everything. Be it cars or liquor, the premium segment is benefiting from that."

Finewinenmore has brought several champagne labels in the country from places like France and New Zealand. For instance, the company recently launched Canard Duchene, which is reportedly the fourth largest selling brand in the world.

LVMH's Dom Perignon and Moet and Chandon are the most preferred brands in the champagne market. Indian firm Sula Vineyards' Brut Champagne also has a strong market presence but does not figure in the premium segment. While a Dom Perignon starts at around Rs 8,000 and goes up to Rs 17,000, Finewninesnmore's Canard Duchene costs between Rs 3,000 and Rs 6,000.

The myth of champagne being a special-occasion drink is also being broken. Though the metros comprise close to 80 per cent of the consumers, markets such as Punjab and Rajasthan have shown considerable amount of growth in the last one year or so.

Diageo, a famous brand, too has imported champagnes, however, these are available at select retail outlets only. United Breweries has Bouvet-Ladubay champagnes in the market which are imported.

Desai believes that the premium liquor market is posed for growth and has immense potential. "More brands are now eyeing this segment and this will definitely fuel more growth," he says.

Though the category is still niche and in a nascent stage, a market analyst sounds upbeat. He says, "The growth potential is huge and there will be a lot of action in the champagne market."

Brands are increasingly getting associated with five-star hotel chains to organise special champagne brunches as a part of their branding exercise. Besides, wine consumption patterns are evolving and awareness levels are increasing, and brands like Finewinesnmore are looking to capitalise on this.

Sumedh Singh, partner, Finewinesnmore, feels that the change in awareness levels has been quite drastic. "Be it because of globetrotting or more brands coming in, people these days know a lot about champagne."

While people may still not be popping the bubbly every weekend, champagne has successfully outgrown its occasional drink tag!