Buoyed by the success of the recent Grape Harvest festival at Nashik, the Indian Grape Processing Board (IGPB) now wants to promote wine across different parts of the country.
The board has decided to reach out to consumers through formation of wine clubs in different cities, Jagdish Holkar, chairman, IGPB, said.
There is a proposal to establish 20 such wine clubs across the country beginning with the metros so that they can reach out to consumers through a yearly calender of events which can be held on a regular basis, instead of annual festivals that reach out to a few, he explained.
?The recent annual Grape Harvest festival saw some 10,000 footfalls. But we can reach out to more consumers by building up a local presence in cities.This can be done through wine clubs that can induct members, hold wine tasting sessions on a regular basis and plan an annual calender of events in addition to holding classes on winetasting and winepairings,? Holkar said.
He added that the board is ready to lend support to such clubs and help them organise wine festivals pan India. The board will also lend financial support to the clubs, he said.
The board plans a meeting of the existing wine clubs across India shortly to get a view of their functioning and help create a framework for more such clubs. At present, wine clubs are present in Mumbai, Delhi, Nagpur, Nashik and Bangalore, among other cities. These clubs can not only come under the umbrella of the Grape Processing Board but also help in the establishment of new clubs, Holkar said.
The Nagpur Wine Fest was recently co-organised by the All India Grape Processing Board of New Delhi, All India Wine Manufacturers Association, Nashik Valley Wine Manufacturers Association, Indo-Israel Krishi Vikas Sanstha and Nagpur Wine Lovers Club. IGPB can henceforth route all its activities through such clubs, Holkar said.
He added that the board intends to promote wine through wine tourism and he now heads the wine tourism advisory committee established by the Maharashtra Tourism Development Corporation. The committee will hold its first meeting on
February 24 to discuss issues related to wine tourism in
the state.
“The recent festival has shown us that wine tours can be a great way to connect with consumers. Therefore wine tourism needs to be encouraged,” Holkar said.
Sula Wines, India’s wine market leader, was the first wine company to organise guided tastings and tours at its vineyards as well as open a boutique hotel. The success of Sulafest also showed that there is an untapped business opportunity in agri-tourism.
