India’s wine market is changing quickly, and Amber Deshmukh, Business Development Manager at Monika Alcobev Limited, has had a front-row view of that evolution. From shifting consumer tastes and price sensitivity to the growing importance of education, packaging, and long-term brand building, Amber brings a practical understanding of what works in one of the world’s most complex wine markets. Recently awarded the Advanced Sommelier qualification by the Court of Master Sommeliers and named Second Runner-Up at the ASI Best Sommelier of India 2025, he combines technical expertise with strong commercial insight. In this feature, Amber shares his perspective on emerging grape varieties, underrepresented regions, effective price points, and the balance between domestic and imported wines. He also explains why the right importer, consistent staff training, and genuine value for money matter more than short-term promotions. His insights offer a clear, grounded look at where Indian wine consumption is heading and what producers need to understand before entering the market.

Source: Monika Alcobev Limited

What are some of the most notable shifts in wine consumption and taste preferences you’ve observed in India recently?

The Indian wine market has evolved significantly over the past decade. Consumers have moved beyond entry-level wines and a handful of iconic labels to explore wines by grape variety and region. One common misconception is that Indians prefer sweet wines, whereas they account for less than 1% of overall consumption. Today's consumers are well-travelled, better-informed, better informed and increasingly adventurous. Over the last five to seven years, we've seen growing demand for Pinot Noir, Malbec, and Riesling alongside the more traditional Cabernet Sauvignon, Shiraz, Chardonnay, and Sauvignon Blanc.

What gives you the confidence to take a chance on a new or lesser-known producer, especially in a price-sensitive and competitive market like India?

I always look for wines that offer exceptional value for money. A lesser-known producer making outstanding wines often has a stronger long-term opportunity than an overhyped label. In the Indian market, quality consistently builds loyalty and repeat business.

If you had to cut 30% of your SKUs tomorrow, what would go first and why?

India remains a predominantly red wine market. White wines also have a shorter window in which they retain their freshness, particularly given India's climate and storage conditions. As a result, I would reduce the mid-premium and premium white wine range, where sales volumes tend to be considerably lower.

How do pricing structures, import duties, and state regulations influence your buying decisions and portfolio strategy?

Pricing is one of the biggest challenges in India. A wine that leaves the winery at US$5 can easily retail at around US$50 after duties, taxes, and distribution costs. That makes it essential to understand market trends, competitive positioning, and consumer demand before making buying decisions. Equally important is working with producers who are willing to invest in developing the market over the long term.

Source: Monika Alcobev Limited

What price points are currently the most effective for driving volume versus premium growth in India?

For red wines, the strongest volume comes from the ₹2,500-3,000 retail segment. For whites, the sweet spot is generally ₹2,000-2,500. In sparkling wines, Prosecco and Champagne dominate consumer demand, with successful price points broadly comparable to premium red wines.

How important is packaging and visual identity when introducing a wine to the Indian retail consumer?

Packaging plays a crucial role, particularly as around 60-65% of wine sales in India come through retail. An attractive, uncluttered label that is easy for consumers to understand has a significant advantage. Simplicity and strong shelf appeal often make the difference.

From your perspective, what’s the fastest way for a new international brand to gain traction in India, and what common mistakes should they avoid?

Choosing the right importer is the most important decision. The importer should actively manage both sales and marketing rather than outsourcing these functions. Consumer tastings, trade engagement, and sommelier education are essential for building awareness and credibility. Brands should invest in long-term marketing instead of relying solely on discounts and promotional schemes. Choosing an importer who is genuinely invested in building your brand rather than simply distributing it. Support the market with consistent marketing, education, and consumer engagement, and be prepared to take a long-term view. Success in India comes from patience, strong partnerships, and sustained investment.

Participation in respected competitions also helps establish trust and visibility. 

What retail or on-ground strategies (in-store promotions, tastings, education) have proven most effective in increasing wine sales in India?

Education remains one of the most effective tools. In many retail stores and restaurants, frontline staff have limited opportunities to taste wines. Regular training sessions and tastings give them the confidence to recommend wines they genuinely enjoy, which directly influences consumer purchasing decisions.

Which wine categories, regions, or styles do you feel are currently underrepresented but have strong potential in the Indian market?

Regions such as the Loire Valley, Languedoc, and Central-Southern Italy remain significantly underrepresented despite producing outstanding wines. Much of what reaches India from these regions tends to be entry-level commercial wines, while attention remains focused on Bordeaux, Burgundy, and Napa Valley. I also believe Prosecco has tremendous growth potential. Consumers increasingly want approachable, food-friendly wines that work well for social occasions, and these styles are perfectly positioned to meet that demand.

Source: Monika Alcobev Limited

How do you see the balance between domestic Indian wines and imported wines evolving in the coming years?

Indian wines continue to improve in quality every year, and that trend will only strengthen. At similar price points, consumers often compare well-made Indian wines with inexpensive imported labels, making quality an increasingly important differentiator. While imported wines will always have their place, rising global prices and currency fluctuations are making them more expensive. As domestic producers continue to raise standards, their share of the market is likely to grow further.

Is there a particular category, region, or style you are especially excited about right now?

I'm particularly excited by the continued rise of Chianti, Pinot Noir, Malbec, Riesling, Provence-style rosé, and quality Pays d'Oc wines. These wines offer excellent value, pair naturally with Indian cuisine, and appeal to evolving consumer tastes. Prosecco is another category with enormous potential, and I believe it is only at the beginning of its growth story in India.

Amber’s perspective makes it clear that India’s wine market is becoming more informed, adventurous, and quality-driven. Consumers are exploring new grapes, regions, and styles, but value, trust, and accessibility still shape purchasing decisions. For producers and importers, long-term success will depend on thoughtful pricing, strong local partnerships, consistent education, and genuine investment in the market. Opportunities are growing for approachable, food-friendly wines, underrepresented regions, and premium domestic labels. As Indian consumers gain confidence, the brands that combine quality with clear communication and sustained engagement will be best placed to earn loyalty and grow steadily with the market over time.

Header image source: Monika Alcobev Limited

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