AUSTRALIAN sommeliers are being offered the chance to work in one of the fastest growing markets in the world as well as play a role in helping to promote Australian wines in a region seen as a major area of opportunity for our local wine marketers.
Leading Indian importers Brindco and Sansula Wines are both looking for sommeliers to promote and present their wines in five-star hotels in major cities across India. They have approached both Austrade and the Australian Wine and Brandy Corporation to help them find suitable sommeliers.
The AWBC’s executive officer for emerging markets, Ali Hogarth, said the sommeliers would at the centre of wine industry in India.
“The 5-star hotels sell about 80% of all imported wine because the normally high import duties do not apply to them,” Hogarth said. “These hotels house a number of upmarket restaurants. They attract international travellers, of course, but these also are increasingly popular for weddings and other celebrations. Indians are becoming more attuned to wine and wine culture.”
Hogarth the Indian market is complex and the level of wine knowledge varies greatly, but the potential is enormous. “The five-star hotels are one of the most viable options for Australian producers, and Austrade says another 60 are due to open in the next 18 months.”
As discussed, here is some background information on the wine market in India with a summary of Australian wine sales in this emerging market. The information is taken from the Corporation’s Export Market Guide – India. If you could acknowledge the AWBC as the source of information that would be great – a direct reference to the Export Market Guide itself would be a bonus.
While the Indian market is worth only $1.5m to Australia at the moment—out of total wine exports of more than $2.8bn—it’s viewed as a market that has exciting potential to grow over the next 10-20 years.
Figures from the AWBC show that per capita wine consumption in India is low despite their sizeable domestic wine production. Total consumption of alcohol is reasonably high but wine makes up a miniscule proportion of the volume.
However, there are signs it is on the rise with estimates of increases at 20-30% since 2003. It is expected this rate will continue to rise. In 2004, consumption of wine reached 490,000 cases, with imported wine accounting for approximately 69,000 cases. This compares with over 50 million cases for both beer and spirits.
