The Enomatic wine dispensing machine ‘invented’ by two Tuscan entrepreneurs in 2002, was launched at the Orient Bar last Saturday. Talking with Subhash Arora, Andrew Steele, the General Manager of the hotel, explained, ‘we want our customers to have the freedom to taste several wines without burning a hole in the pocket. Whereas with other pumping systems wine flavours don’t last for over 24 hours, this machine will keep the wine fresh for up to 4 weeks.’

How much sales growth does Andrew expect? ‘That is difficult to say. We feel we have an obligation to our customers the choice of tasting wines that they might not be able to afford otherwise. Sales increase will come later. We have already ordered 2 more machines.’

Importer of the machine, Brindco already has orders from ITC and J W Marriott for the machine, according to the Director, Aman Dhall. ‘We are also developing software for the machine so that the hotel guest can use a debit card and dispense wine according to his wish.’

During a visit to Greve in Chianti a couple of months back, I had been to the Enoteca Anticha in the Piazza. Besides offering excellent prices, the biggest Enoteca in Chianti had over a dozen round station machines stocking wines from the cheapest to very high quality wines. It also offered specialized wine stations -one was totally dedicated to Chianti Classico while the other dispensed Brunello. White wines were chilled to 8-10° C and the reds were at 16-18° C.

The serving station at Shangri-la though is horizontal. It consists of 4 modules, seamlessly interconnected, with each module holding 8 bottles. Two modules are for chilled wine, one on each side, while the middle station has two modules that can mount 16 bottles. Any bottle shape can be accommodated.

At a cost of each module at around 3.5 lakhs for chilled wines and Rs.3 lakhs for the other (duties and VAT extra), it is not exactly a vacuum pump that you are talking about. But the flexibility due to longer storage (the company recommends 20 days storage after the bottle is opened) and higher sales at the profit margins of 300-500%, the payback period can be quite low.

The customer has the advantage of tasting different wines before ordering the bottle that may not be to his liking. Many restaurants sell tasting flights for reasonable amounts but keeping the flavour and freshness is difficult beyond a few hours.

Shangri-La will offer wines costing as low as Rs.250 a glass to Pagodas Cos d’Estournel, the second wine of the Second Growth in St Estephe, Bordeaux (cost Rs. 2500 for 125 mL glass). Quantities of 50mL,125 mL and 225mL are available.

Time is not far (one dreams!) when the restaurants and wine shops will be able to offer fresh wine by the glass.

Subhash Arora

December 10, 2007