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Abstract
In the last two decades Indian wines have appeared in the market and with gradual increase in acceptability and consumption by consumers, till then most of the exposure to wines were at these five-star hotels. In hotels and restaurant, depending on the category and type of hotel / restaurant there is pricing variations in the list of wines sold and, therefore due to that it was easy to believe that wine is a luxury commodity, affordable by an elite few. These perceptions may hold true for the general populace It is imperative for the success of Indian wine, that these misconceptions and perceptions be removed. Customer education is key to unlocking value in products and with education comes an increase in product usage intensity, loyalty and a willingness to explore