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‘There is a proposal to establish 20 such wine clubs across the country beginning with the metros so that they can reach out to consumers through a yearly calendar of events which can be held on a regular basis, instead of annual festivals that reach out to a few,’ says Jagdish Holkar, Chairman of IGPB.
According to Holkar, the festival saw about 10,000 footfalls. ‘But we can reach out to more consumers by building up a local presence in cities. This can be done through wine clubs that can induct members, hold wine tasting sessions on a regular basis and plan an annual calendar of events in addition to holding classes on wine tasting and wine pairings,’ he said.
A footfall of this number in the second year would be considered a miraculous achievement considering that Sula took several years and a string of national and international class of musicians and several innovative activities to reach that figure, especially when Sula is a world-renowned brand name and crowd puller. Vinchur Wine Park where the event was held is 40 kms away from Nashik. It has a few wineries including the Flamingo Wines owned by Holkar and from accounts the State and the industry located has not achieved the objectives set out so far-none of the top five producers is located in this area.
The organisers claim that the festival was on the lines of similar festivals held in Italy, France and Spain. The three-day festival comprised wine-tasting sessions, cheese tasting sessions, grape stomping activity, live kitchen and stunt shows. Around 200 wines from 40 Indian wineries were reportedly showcased at the event.
It would be interesting to know the budgets earmarked for the event in Nashik, which was organised in conjunction with All India Wine Producers Association. Such festivals are a need of the hour as they are practical means of reaching masses and educating them about wines.
However, IGPB feels it is easier and will help spread the wine culture across India with the formation of the wine clubs. He confirms that ‘the board is ready to lend support to such clubs and help them organise wine festivals pan India. The board will also lend financial support to the clubs.’
The board plans a meeting of the existing wine clubs across India to get a view of their functioning and help create a framework for more such clubs. At present, wine clubs are present in Delhi, Bangalore, Mumbai, Chandigarh Chennai, Nagpur and Nashik. Holkar hopes to get these clubs fall under the umbrella of the Indian Grape Processing Board and also help in the formation of new clubs.
It is implicit that such clubs would be encouraged to promote Indian wines at their tastings and other events in order to increase the consumption of Indian wines and thus would find support from the domestic producers many of whom are struggling to grow or even sustain their activities.
Holkar adds that the board intends to promote wine through wine tourism. He now also heads the wine tourism advisory committee established by the Maharashtra Tourism Development Corporation.
Chhagan Bhujbal, Minister for Public Works & Special Assistance Department and Tourism, Government of Maharashtra said, “Nashik is well-known for production of quality wines and has now established itself as the country's wine capital. We have started taking efforts to brand Indian wine industry by giving Nashik a worldwide recognition.”
Not surprisingly, Maharashtra has been more progressive in promoting wine culture than any other state- About 90 % of country’s premium category wines (excluding the cheap fortified wines including the Goan and other ‘Ports’) are produced in the State. Several politicians have direct or indirect connections with grape growing. ‘The state government wants to promote the growing wine industry and support wine grape owners. We want to popularize Indian grapes, raisins, wine-making and the wine culture in India. The festival also aspires at educating people on wine drinking for a healthy lifestyle,’ says Ajit Pawar, Deputy Chief Minister, and Government of Maharashtra.
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