Astrolabe in India

- Publication date: 20 May 2008

A Nelson company has teamed up with India's largest liquor distributor, United Breweries (UB), to supply India with New Zealand products, including Marlborough wine.

This is an exciting new partnership for Astrolabe and our first foray into India. Simon, Jane and I travelled to India in November last year for a week of trade and media events in Mumbai and Bangalore to showcase the NZ wine portfolio which included wine from Astrolabe, Hunters, Ra Nui and Sacred Hill.

The New Zealand portfolio is aimed at upscale liquor outlets and five-star-hotels. Taxes on imported wines are excessive but the Indian wine market is still one of the fastest growing markets in the world. Its economic growth is reaching nine percent per year, producing an immense, upwardly mobile middle class. Indian families are sending their children overseas to be educated, and they return to well–paid jobs, wanting the luxuries of the Western world. And Indian people recognise New Zealand products for their high standards of quality and prestige.

Travelling in India was a fantastic experience and gave us the opportunity to see the potential for our products in the Indian wine market. One of the common aromas that was suggested by tasters of our Marlborough Sauvignon Blanc was that of ‘guava’. A little more accessible than ‘cut grass’ or ‘capiscum’ which we found were both in short supply in India!

The entire trip was fascinating for us and included a two day river boat cruise along the Kerala waterways. With our trade visits taking anywhere up to three hours in a taxi one way, we were very thankful for the peacefulness of the river cruise to recharge our batteries. Simon’s brother lives in New Delhi which enriched the trip even more, particularly when we were privileged enough to attend a ceremony at the NZ High Commission, where David was presented with an Erabus medal for his contribution during the disaster.

We see India as an exciting new market. As in most parts of the world, Marlborough Sauvignon Blanc is being very well received there and could potentially be a substantial market.