Traders say cheers to Maharashtra govt’s new wine policy

Decision to allow sale of wine at supermarkets, other stores meets with warm welcome from stakeholders, who say the move will benefit everyone, right from farmers to consumers

With an even more accessible and direct channel for Indian wineries, the Maharashtra government’s decision to provide an impetus to wineries and general consumers is nothing short of joy. The state government will now allow sale of wine at supermarkets, standalone grocery and high-end consumer stores. 

On January 27, the Maharashtra cabinet cleared a proposal allowing the sale of wine in supermarkets and walk-in stores across the state. The move will hugely benefit grape farmers and provide a massive boost to the wine industry. There are more than 50 vineyards in Maharashtra. Despite supermarkets being allowed to stock wine, they have to seek a beer shop licence.

Win-win for all

Viren Shah, president of Federation of Retail Traders Welfare Association (FRTWA), said “The guidelines will be issued soon and then there will be more clarity on stocking and sale of wine. Also, there is no scope of choosing what you want. A large variety of wines, including global brands, are available in India, and these products require a good display. Stocking these will result in good sales and it is an overall win-win situation for the distributor, government as well as vineyards. When restaurants, clubs and lounges are serving wine, I don’t see why grocery stores, high-end consumer stores and supermarkets cannot sell.”

“This move will provide a wider market for the benefit of the general public. During the pandemic we saw maximum people queuing up at wine stores, which means there is a demand for alcohol, so the supply must be met. The government has done the right thing by helping bridge this gap. The government gains more revenue through this and it is entirely optional if an individual wants to sell or not. However, steps like not selling to minors, issuing bills, checking of ID proof, etc should be followed,” added Shah.

Deepak Karamchandani, owner of Deepak Wines

Will boost sales

Bhakti Savla, head of operations at Foods at Benzer Departmental Stores, said “The government decision is a good thing considering most of the departmental stores and supermarkets around the world are already selling it. A clear idea on implementation of guidelines will help, but this is the initial stage. We have been selling for a few months now, but a permit requirement makes it easier. We also have a dedicated space within the store that makes buying easier, especially for women by making them comfortable and providing an easier experience, something that is not possible at wine stores. We also have a sommelier (a wine waiter) at our store where customers are told about the huge wine range we have. There is no rushed buying and newer wines can be tried and experimented. If they go to a wine store, they will buy a fixed brand rather than trying out a new one.”

Deepak Karamchandani, owner of Deepak Wines, said “This government decision will increase sales and make availability of wines easier. I am not worried that these stores might pose a threat or emerge as competitors for wine stores. The only threat is if the supermarkets cut rates. But if they sell like we do, there is no problem. The government will benefit a lot through duty collections, so it is a big plus. It is a win-win situation for everyone, more so because people are realising the benefits of wine. Interior parts outside Mumbai will have access and the brands, too, will be able to penetrate and take their product to more people, resulting in more sales.

Fifty
Approx no. of vineyards in state

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