The Press was full of news today about the current Launch which appeared based on a Press Release. Most reports swiveled around, ‘Sula Vineyards, India’s largest wine producer, has launched its latest wine, Sula Merlot, as part of the brand’s ongoing 25th-anniversary celebrations. This is the first addition to the core Sula series in nearly a decade, marking a notable expansion in its wine portfolio.’

Here are a few of the Reports:

https://www.indianretailer.com/restaurant/news/

https://hospitalitybizindia.com/news-track/

https://www.mid-day.com/lifestyle/food/article/

‘Merlot, known for its soft and fruity characteristics, is popular globally and is now being introduced to Indian wine enthusiasts by Sula at an accessible price point’, claimed these Reports. True, but Sula is known to have experimented with Merlot in varying proportions in their Sula Satori range that used to sell for around Rs. 650 a bottle a few years ago, though it was a pleasant quaffable wine.

Interestingly Sula’ website claims ‘Sula Satori as superbly crafted Merlot that boasts exceptional versatility and a rich fruit-forward profile. This red wine tantalizes the palate with its luscious notes of ripe cherries and plums, creating an easy going and enjoyable drinking experience.’

Also Read : Sula’s exciting Wine Journey completes 25 years

The newly launched Sula Merlot is now available at select retail outlets in Mumbai and Pune, priced at Rs 895. One Report even touts the ‘Smooth, Soft Berrylicious’ wine as a Sula Limited Edition wine!

Merlot, known for its soft and fruity characteristics, is no doubt popular globally and is now being introduced to Indian wine enthusiasts by Sula at an accessible price point. “We are delighted to unveil Sula Merlot, a wine that embodies our 25-year journey in the Indian wine industry. With its velvety smooth texture, rich fruit flavors, and notes of chocolate and cherries, Sula Merlot is a smooth, lush red crafted to captivate wine lovers. Perfectly suited to the Indian palate” said Gorakh Gaikwad, Chief Winemaker at Sula Vineyards, according to the Reports.

What is confusing is the tone of these messages. Has Sula introduced a revolutionary wine that simply traverses through the stated policy of Sula focusing on Premium wines after Covid? During his Keynote Address at Vinexpo Delhi in 2021 Rajeev Samant had asserted that Sula had achieved a high double-digit growth, thanks to the premiumisation of its wines.

Also Read : Satori: Oldest Red Label from Sula separates Quaffs from Premium Wines

It was a part of the conscientious decision to divide the total portfolio of 700-800+ wines (one might consider them premium range but generally wines costing up to Rs. 800-900 are considered only decent quaffable wines). In various financial platforms, Rajeev has often asserted that their focus is shifting to more premium wines at affordable prices and Sula must be lauded for that philosophy especially as it has a clear leadership position and a Statesman-like Status.

Sula has now four clearly differentiating labels for its quality wines – Sula Classic, Dindori, The Source and RASA starting from around Rs. 700-750 going up to Rs. 2500 for its RASA Reserve Cabernet Sauvignon.Sula holds over 50 percent of India’s domestic wine market, offers nearly 70 different wine labels and has developed a strong presence in wine tourism, with resorts and wine-themed restaurants in Nashik and near Bangalore. The company operates five wineries in Maharashtra and Karnataka, producing and distributing over 1 million cases annually across India, according to these reports.

The most astounding aspect of all the Reports is that the Launch is a way to celebrate the 25th Anniversary. One cannot but reminisce about many other celebrations in the past, the most distinctive being the 15th Anniversary Launch of Tropicale Brut at St. Regis Mumbai which made the wine world take a look at Sula and the new bubbly with awe.

Also Read : Sula Celebrates 15 years in Tropicale Style

In fact, at a recent Tasting at Captain’s Cellar Delhi where Rajeev Samant, the Founder CEO of Sula Vineyards talked of 25 years of journey with Sula and presented 8 of the labels in the complete range of Sula, Source, Dindori and RASA, he had emphasized that Sula was focusing only on premium wines

He said the premiumisation story continued and Sula was not interested in Rs. 700-800 wines and has now registered many Elite and Premium brands. Even the Defence segment would soon see several new premier brands. Sula Tourism also promotes Elite and premium brands.

There may be more to this wine Launch and the 25th year celebrations that meets the naked eye. It might even have the potential to become a big winner in the 800-1000 category.

Only time will tell!!

Subhash Arora