Wine-makers to woo consumers with canned, non-alcoholic drinks

With wine consumption in the country expected to surge three-fold by 2015, manufacturers are foraying into the market with newer options like canned and non-alcoholic wine to tickle customers' tastebuds.

There is, however, hesitation among the masses to accept these innovations, say industry experts.

"Our commitment is to increase the wine knowledge to the Indian society from the restaurants and hotel staff to the final consumer. It's time to invest and teaching takes a big role on that," says Mark Perello, Brand ambassador for Torres wines in India.

Wine consumption in India is growing by 25-30 per cent per annum and is set to treble to 30 lakh cases by 2015 from less tha 10 lakh in 2008, according to a recent study by US wine-based tourism major Viviani.

"India has a great potential for wines and the sales and consumption of wine has to increase. People are now becoming aware of the benefits of wine," Perello adds.

"The demand for wine is multiplying. Five years ago it was difficult to sell even five bottles of wine. Now even after stocking 150 different labels, my customers are not satisfied," says Saurabh Khanjio, owner of bars that boast of a strong wine list.

Wine is also getting a thumbs up from Gen-Y, who are opting for wine as opposed to hard spirits, he says. "I cater to lot of people in my restaurants who belong to the new generation. By the glass we serve, in a night we are able to sell 15-20 bottles of wine," Khanjio says.

For an alcohol free lifestyle, non-alcoholic wines are pegged as a good alternative targeted at customers who want to enjoy the aroma of wine and its low calorie characteristics.

"Torres launched last year, the first non-alcoholic wine. Made from wine (Moscatel grapes fermented) but after the whole process the alcohol is extracted (0, 5 per cent per bottle) from the wine keeping the natural flavours and characteristics of the wine," says Perello.

Canned wines have also made a foray into the market as winemakers look out to capture the pub going youth brigade who like to enjoy canned drinks paired with sporting action.

Experts say that wine kept in a glass bottle will always preserve better its quality and it's always good to be traditional at times.

"Pints might have taken over beer bottles but a can for wine is not the right choice as one expects wine to be in a bottle," Khanjio said.

India is still not ready for something like canned wines as the demand for wine is gradual and the wine culture is still in its nascent stage.

"I think the first step is to create a wine culture in India, wine has to become a normal habit. After that its for the public to decide how they want to have it, the way people drink wine is very personal," says Parello.