A study into wine consumption patterns of Indians with special reference to the Pune region

Abstract

India is the second largest populated country with a population of 1.2 billion people and newlinea large middle class of over 250 million people. We could be consuming about 250 newlinemillion liters of wine annually if each person drank just 1 liter per year. newlineHowever, the annual consumption of wine averages about 7 million liters of Indian and newlineabout 1.5 million liters of Imported wines. This translates to less than 1 million cases of newlinewine. This is in stark contrast to about 120 million Cases of hard liquor like Whiskey, newlinerum and vodka being consumed every year and over 105 million cases of Beer. newlineThis research analyses the wine consumption patterns in Pune City (Pune Municipal newlineCorporation limits) to determine the demographic of the wine consumers and their newlineknowledge about wine. This research also seeks to understand the wine consumers newlineperceptions towards wine. newlineThe literature reviewed has shown the development of wine in India. The impact the newlinewine industry has on the Indian economy has also been illustrated. Details of the major newlineIndian wine manufacturers and the potential they have has been studied. newlineInformation on Indian grapes and wine has been collated. Articles and studies on the newlineperceptions that wine consumers have showed that there are still some myths and newlinemisconceptions surrounding wine. newlineThe advantages and disadvantages faced by Indian wine manufacturers have been newlineillustrated. Studies have shown the positive health benefits of moderate wine newlineconsumption newlineThe Indian market is a very young market. Indian wine manufacturers are still coming newlineto terms with a small but growing consumer base. Numerous foreign studies have newlineshown that the India has a good potential for wine marketing. newline! xii! newlineGiven the low levels of wine consumption, in comparison to Beer and Hard Liquor, this newlineresearch identifies the wine consumers perceptions and demographics. The research newlineoffers the wine manufacturers a target group on whom to focus their marketing newlinestrategies on. newlineIt also evaluates the perceptions of the wine consumer in respect to acceptable drink