Indian Player in The Canned Wine Segment

Just like beer, you can now crack open a can of fancy wine in India. Keeping in with the spirit of convenience trending high among India’s millennials, Nashik-based winery Sula Vineyards has launched the country’s first canned wine. The Indian winemaker, which holds 60% of the market share, has introduced its eight-year-old brand, Dia Sparkler, in a 330 ml can.

Until now, wines in India were sold in glass bottles with most of the imported brands featuring even corkscrews, positioning the alcoholic beverage firmly in the fine and premium category.

Sula is the first Indian player in the canned wine segment. The company will sell both of Dia’s red and white wines in cans, giving the beverage a casual and youthful twist. Wine comes at a low (ABV) alcohol by volume of 8% in line with strong beer, making it popular for both public and private entertaining purposes.

“We are on the lookout to bring new experiences to customers. Dia is India’s first wine sparkler in a convenient can,” said Rajeev Samant, founder of Sula Vineyards, in a press statement.

Positioned as an on-the-go drink to match the fast-paced lives of consumers, the concept of canned wine already exists globally. As per Nielsen data, the canned wine market was worth USD 70 million in the US for the year ending March 2019, up from 70% in 2018. The segment has increased by 125% in the UK at over USD 4.64 million.

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