Main Article Content
Abstract
Indian alcohol consumption is growing and increasing each year, both of distilled spirits and fermented beverage such as wine. World Health Organisation in the year 2016 said that on an average each resident about six litres of alcohol in its pure state per year, the consumption of drinks was mostly whiskies with synonymous and Scottish sounding names such as “Royal Stag”. Indian Wine manufactures especially in Maharashtra which produces most of the Indian wines are trying to change the attitude from spirit consumption to wine consumption, although last year each Indian consumed on average a little more than a tablespoon of wine which has grown from a thimble spoon and still considered by WHO double the figure of consumption than a decade before and has seen an increase in Wine consumption with the growth in Indian economy for the last decade. The leader in bringing in the change that is Sula, which now produces roughly half of the wine consumed in India. In 2018 it became the first Asian winery outside China to sell 1m cases in a year. At Sula, the biggest and oldest of the farms, some 350,000 people visit each year for tours and wine tastings, which is conducted throughout the week and has an adjoining restaurant, tasting session with tour on the hour is available to all guest. A majority of the visitors with family who take a tour of the vineyard have never tasted wine before and after the tasting session buy wines from the vineyard for consumption.The expanding wine industry in India is midst a vital transition and booming with increasing sales in both tier 1 and tier II CITIES IN India. Last year, the country’s wine production hit a record 17 million liters, with e rising 40 percent increase in sales and export year-on-year to reach US$4.4 million in the first 7 months. With a rapidly growing Indian domestic consumer market and increasing government and Industry support in primary wine-producing States, such as Maharashtra, Karnataka the Indian wine industry has potential to expand consumption both domestically and in the global market.