Indians consume wine out of home: Nielsen

The Indian consumers are becoming more and more discerning, an outcome of the increasing choices that they have available in the market. But one thing is for sure, whatever wine they consume Indians consider the drink a stylish, sophisticated drink meant for successful people, according to the Nielsen Syndicated Wine Study 2010. Some consider wine a drink for romantic occasions and also consider it for gifting purposes. The Nielsen survey was conducted across the three metros ' Mumbai, Delhi, and Bangalore, and gauged consumer perceptions about wine and their consumption and purchase habits.

Across cities there is a differing association on the beverage. Wine has a high association with business occasions in Delhi. However Bangalore, considers wine a drink for successful people and for relaxation purposes. In Mumbai wine is perceived to be a drink suited for any season.

Among the different variants of wine available in India, the red wines are consumed the most with 82 percent consuming it in the last three months and red wine has a more stable base of consumers. They are the category drivers. Though consumers have experimented with white wine, after a brief flirtation they prefer to go back to red wine. The level of experimentation with different variants of wine and different brands is higher in Delhi and Bangalore and amongst men. Bangalore despite having a younger consumer base is conservative when it comes to wine experimentation.

"Wine holds a distinct position in the Indian consumers' mind. It is seen as a sophisticated, stylish drink as compared to other alcoholic beverages, like Whiskey, Scotch and Rum that are considered men's drink or Gin, which is considered a woman's drink. Lately with more international players entering the market, the Indian consumer has only progressed in their indulgence of wine," said Arti Verma, Associate Director, The Nielsen Company.