How to turn Indians into wine-drinkers: the case of Sula Vineyards

James Durston

India’s drinks market has been dominated by beer and whiskey. But with a population of more than 1bn and a rising middle class, India is developing a wine market to support domestic producers and global brands despite a ban on alcohol advertising.

How to turn Indians into wine-drinkers: the case of Sula Vineyards

James Durston

It sounds like a fable: one man's quest, in a small corner of India, to turn beer into wine. Actually, it is the plan by one of the country's rising class of entrepreneurs - Rajeev Samant, founder and CEO of Sula Vineyards - to get Indians to swap their Kingfishers for Cabernets. Beer is India's favourite alcohol. Some 140m cases were sold in 2007 and the country's largest operators, including UB Group, owner of the Kingfisher beer brand, and the local operations of SAB Miller, owner of...

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