Chateau Indage, the largest manufacturer of wines in the country, will set up a vinery in Narayangaon. The new facility, which will involve an investment of Rs 5.5 crore (Rs 55 million), will be ready by June 2004.
Chateau Indage is also set to launch wine coolers, a lightly sparkling ready-to-drink beverage.
Chateau Indage has tied up with a German firm to develop wine cooler flavours. The new beverage will be manufactured at the company's existing vinery in Narayangaon near Pune.
Wine cooler will be available in five flavours initially (orange, lime-n-lemon, tropical fruit, blackcurrant and cranberry), while four other flavours will be introduced later.
"The wine market in India is just about 10 per cent of the total liquor market in the country with a total consumption of around $10 million. Beer alone controls 23 per cent of the liquor market.
"However, with this new drink, we are hoping to tap at least 5 per cent of this huge beer-drinking market and re-introduce wine drinking in a more easy and friendly way," said Ranjit Chougule, chief operator officer, Chateau Indage.
Priced at Rs 36 for a 330 ml bottle, the drink will be launched in September. The new offering will contain 5 per cent alcohol which makes it comparable with the hugely successful Bacardi Breezer inevitable.
"We will be in the same genre , that is, ready-to-drink beverages, as Breezer, but that is where the similarity ends. Wine coolers will be promoted as slightly more stylish drink, we are looking only at the 18-36 age group here," Chougule said.
The company has been exporting nearly 20,000 cases of wines annually to 18 countries including the UK, France and Germany. It will export wines to another 16 other countries this year including North America, Norway, Spain, Italy, Chile and Australia.