Indian women drive surge in wine consumption
- Monday 7 November 2011
Consumption has grown nearly 25% in the last five years, according to Indian Wine Market Outlook to 2015 – Surging Demand by Women published by a private marketing company AM Mindpower Solutions in New Delhi.
Indians consumed some 620,000 cases in 2005 but the figure has risen to 2.33m cases so far in 2011. Wine consumption is expected to reach 6.88m cases by 2015, according to the report.
Women are driving that increase, said Ankur Gupta, head of marketing for the company.
Wine consumption among women throughout India has increased by 28.7% in the last 5 years as compared to a 17.3% surge in demand from males, especially in metropolitan areas.
Gupta told Decanter.com that women are drinking more wine because they consider it a ‘sophisticated drink’ that ‘raises their stature in social gatherings.’
Increased financial independence of middle class women are also driving demand, as they can more easily ‘indulge in social events at bars and at restaurants,’ Gupta said.
Red wine accounts for 51% of all wine consumption in India, but more than two out of three women prefer red over other wines because they see red wine as an antioxidant that has several health benefits, Gupta added.