SV Distributors has just bagged the exclusive rights for presenting a selection of classic imported wines (from France) to Indian consumers. The brands include exotic names such as JP Chenet, Golden Gate Vintners, Borie Manoux Bordeaux and President Brut amongst others. The wines are priced at Rs 736 onwards.

The company has also established bonded warehouses in India whereby imported liquor will be available to a select group of customers at 50 per cent discounts. This is to take advantage of the recent government regulations that permit hotels to spend five per cent of their foreign exchange revenues in purchasing imported liquor at large discounts. SV Distributors also has a presence in cities such as Bangalore and Kolkata.

However, for the imported wines, SV Distributors will sponsor events selectively - and the Emvies 2003 was the first in the series. While speaking to indiantelevision.com, SV Distributors director marketing Viveka Rawal says: "In India, wine culture still has a long way to go due to the pre-occupation with spirits and beer. We are aggressively promoting wine culture amongst the upper socio-economic classes. We shall strive to partner with clubs, discotheques, five star hotel restaurants and other hotspots during specially created events. After all, consuming wine is like making a fashion statement."

The company has also taken the direct marketing route and is targetting selected retail outlets in Mumbai that have the requisite ambience to stock these imported wine brands. SV Distributors has a sales team that is identifying and building relationships with these outlets. SV Distributors is getting the support from the local UB group marketing representatives - for instance, Mumbai region marketing head Vasant Bhandari.

When asked about the potential, Rawal says: "There is a certain section of consumers that has developed a taste and passion for wines. We shall target people in the active age groups in upper socio-economic classes. The market can only grow from where it is now!" Looks like there is a way where there is a wine....