Sula Vineyards, the country’s largest wine producer, has begun the export of its wines to China.
The Nashik-based company enjoys a 65% market share in India and exports to 30 countries across Asia, Europe and North America. China is globally the second most recognised country for its wine market and therefore the expansion to China is considered a major milestone for the company which is into its 20th year.
Sula Vineyards has partnered with Nanjing Glory International, one of China’s major importers and distributors of wine and liquor. The importer has a huge experience in dealing with wines and the alco-bev industry as a whole. Nanjing Glory would be initially focusing on select provinces in China where there is good density of affluent and well-traveled people. The selected areas include Jiangsu, Shandong, Shanghai, Zhejiang, Anhui and Hangzhou provinces, with Nanjing being the central location for all supplies.
Sula Wines will be introducing the most popular wines from their portfolio which includes Sula Brut Tropicale, Sula Sauvignon Blanc, Sula Dindori Reserve Shiraz and Sula Shiraz.
Initially, 200 retail outlets will be targeted, which include super markets and restaurants in the provinces mentioned.
Rajeev Samant, CEO and founder, Sula Vineyards, said it is exciting for the company to establish a presence in China, the world’s second largest wine market after the US. Now, the Chinese consumer would also have a bottle of Indian wine on their table from March, he added. Sula, however, did not mention the initial volume of wine shipments to China. Sula offers more than 35 labels globally and in India. The prices range from `250 to `1,750 per bottle in the country.
Wines from Sula currently have presence all round the world. The wine producer is now considering Oman as the next country for expansion in West Asia.