Drinking Indian-made wine over the imported French and Italian wines, is now considered chic, and GenY is raising a toast to the red, white and rosy
Drinking Indian-made wine over the imported French and Italian wines, is now considered chic, and GenY is raising a toast to the red, white and rosy
ADVERTISEMENT
At other times, after a long day at work, Singh often pops open a bottle over dinner to sit back and unwind.
"Wine is meant to be enjoyed with great food, great friends, family at the end of a long day it helps you unwind," said Singh, a corporate executive.
For many youngsters like Singh, wine is fast turning into their drink of preference over whisky or rum. "I used to drink whisky earlier but not any more. Wine is my drink now I guess that's also because I go for business luncheons and dinners, where others around me drink wine," Singh said.
The youthward movement of the Indian wine market is evident, say experts.
Subhash Arora, the president of the Delhi Wine Club, said he had observed that more and more youngsters are joining the club.
"In the last five years, we have seen a paradigm shift in our membership. Earlier, our club saw members in their 40s, but now more and more youngsters are joining."
He added that young women are also taking to wine.
Linda Viviani, a winemaker from Napa Valley in the US, said, "Youngsters have more disposable income this has led to a drastic change in the lifestyle quotient of the youth." She wants to invest in the Indian market and was here recently in this regard.
"The luxury market is expanding dramatically in India and the consumption of wine has increased almost three times since 2004," she said.
Indians drank 1.5 million nine-litre wine cases in 2008-09. These figures are likely to triple by 2015, said Viviani.
Red rules the roost
Most youngsters prefer red wine over white or rose. Wine makers in India have been taking giant strides in recent years, and it's now chic to drink wine produced in this country. However, the import market is still huge, led by the French, Australians and Italians.
1.5 million
The number of nine-litre wine cases consumed by Indians in 2008-09
"Exciting news! Mid-day is now on WhatsApp Channels 
Subscribe today by clicking the link and stay updated with the latest news!" Click here!
Subscribe today by clicking the link and stay updated with the latest news!" Click here!
