A pause for good health

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Updated: April 29, 2015 11:24 AM

With a motto of promoting wine as a health drink, Rajesh Patil, founder, Pause Wines claims to be the only winemaker to print the nutrition value of the wine on the bottle. To spread the message, Pause recently organised its first ever wine festival By Akshay Kumar

With a motto of promoting wine as a health drink, Rajesh Patil, founder, Pause Wines claims to be the only winemaker to print the nutrition value of the wine on the bottle. To spread the message, Pause recently organised its first ever wine festival By Akshay Kumar

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Launched in 2005 with a tagline ‘Life can wait’, Pause Wines, one of the latest players in the alcobeverage industry, is taking wine to the next level by promoting it as healthy drink. Produced within their 100 acre vineyard at Dindori, Nashik, Pause Wines offers eight varietals which includes Shiraz, Cabernet Sauvignon, Merlot, Zinfandel, Sauvignon Blanc, Chenin, Chardonnay and Tempranillo, the root stocks are all imported from France and Spain.

Speaking about the unique selling point of the wine, Rajesh Patil, founder, Pause Wines, highlighted, “The USP of our brand is that we are the only brand who print the wine content and nutritional value on the bottle. This gives our consumers a fair idea on the amount of sugar and fat involved which is especially useful for those on a diet or suffering from diabetes. I am promoting wine as a health drink, if consumed in appropriate quantity, it is certainly healthy, especially for the heart. Also the wine which we produce is purely vegetarian, as in one of the process of stabilising requires egg. We avoid egg and use a vegetarian stabiliser which is much more expensive, but still we are proud to produce a 100 per cent pure vegetarian wine.”

Chapter one

Pause Wines recently organised their first wine festival ‘A Tryst with Pause Wines’, on February 27, 2015 in their vineyard in Dindori, Nashik. Considering the growing culture of wines in India and the good response from visitors, the company aims to make the festival an annual event. Patil says that he wants to change the perception of drinking in India and wishes to convert hard liquor consumers into wine consumers, which according to him is a healthier alternative.

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The festival also included a wine tour where the company’s wine maker explained to the visitors about the wine making process and took them through the step by step procedure of wine testing in the in-house testing lab. The entire setup of equipments is imported from ‘Italy’. The experts also threw light on the production figures stating that the total volume of Classic Varietals, the premium wines is around one lakh litres, semi premium around 50,000 litres, medium range around two lakh litres and premium port is 2.5 lakh litres.

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Speaking about the festival, Patil mentioned, “This wine festival initiated by us aims to bring together the wine aficionados for a leisure time while getting to know the wine making process. Growing demand for premium wines due to urbanisation has changed the lifestyle and we have also seen a rise in demand from women opting for wines which encourages us to host more such events for wine lovers to come together, to understand, enjoy and relax over wines.”

Futuristic vision

20150331eh33Currently the brand is present in Maharashta, Goa and Karnataka, and going ahead the company plans to further take it to all the popular tourist destinations.

Talking about the future developments Patil revealed, “We have a vision to introduce our wines in all popular tourist destinations. Next we will be launching our wines in Agra and Rajasthan, which is flocked by tourists and later on our target will be New Delhi. India is still a nascent market for wine, which widens our scope to grow over the years to newer destinations.”

Speaking about the company’s plan to export their wines, Patil said, “From March 2015, we will be exporting our wines to China. We are also at a final stage of approval to export to Libya which is a big market.”

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With the growing number of wine aficionados, wine tourism is one segment which is growing rapidly in India. Pause Wines also has major plans to introduce wine trails to increase the beverage’s awareness.

On the wine trails, Patil disclosed, “We have a concept of taste before you purchase, which gives the consumers a confidence while purchasing. We have plans to build cottages in our Dindori vineyard. The plan is still at a very nascent stage but we will also provide camping facilities. There has been a trend amongst the youth for camping as well as wine tourism, guests can even bring their own tents and we will provide them with space.”

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