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The growth story has just begun

  • PublishedApril 5, 2019

The space for Champagne is growing in India , but it is too tiny compared to many other markets, says Debjit Dasgupta, Country Manager, Ace Beveragez.

In India, the sparkling wine consumption has doubled since 2017, which also includes champagne growth in the market. The demand for champagne is growing with the increase rate of spends on expensive products, says Debjit Dasgupta, Country Manager, Ace Beveragez. Making a pithy observation, he says people like to splurge on expensive champagne. India being a royal wedding destination, champagne flows as an expression of status symbol. He goes on to add that price is the most pre-dominant factor in selecting a wine or a sparkling in India. “Since champagne is always associated with celebrations, it will always have a market,” he adds. Debjit points out that Rajasthan, being the prime wedding destination, attracts impressive consumption of champagne happens in this city. “Otherwise, wine consumers in Metro cities have a better palate for champagne as they are exposed to wider variety of champagnes due to frequent travels.” On what challenge Indian wines Prosecco or cava pose, Debjit opines: “Indian & International sparkling wines and cavas offer a tough challenge to champagne, due to its price advantage and better availability across outlets.” Champagne, he says, has less width of distribution due to high production cost. As a result of this,, higher buying price for outlets, limits its availability which in turn leads to lesser consumptions of champagne than other Sparkling wines. Talking about the future of champagne, he points out: “The space for Champagne is growing, but still it is too tiny compared to many other markets.”

Promoting Champagne

When asked as what steps would he suggest for popularising champagne among the millennials, he says: “There are some great champagne producers which already exist in India & they have been doing everything to offer great qualities. However, the volume they get from the market, by offering special prices does not give them the desired results.” The only way to grow the category is if champagne drinkers experiment with other brands as well, instead of sticking to one particular brand, he says. Giving details about how he promotes Drappier, he says, “we try to convince hotels to offer champagne by the glass. This helps them to increase consumption & also adding Drappier to many Sunday Brunches. Since hotels offer great prices for brunch to promote their restaurant, it helps consumers to try champagne, which otherwise may not happen.” Giving details about Drappier, Debjit shares that the “Drappier Vineyard is located in the region of the Aub, at the Southernmost reaches of the champagne demarcation, dominated by Pinot Noir, where it finds its loveliest expression and allows the production of very elegant, aromatic wines.” He adds that Drappier is bigger, more full-bodied and has real heft compared to some of the more famous and more expensive brands. He shares that Drappier is present in almost 83 countries across the globe and in India, it is available in Delhi, Mumbai, Rajasthan, Tamil Nadu, and Hyderabad with MRP ranging between 6,500–8,500/- depending on state levies. Current yearly volume is around 500 cases in India and internationally it does 1.6 million bottles a year with 2/3rd being exported out of France. Debjit also points out that Drappier Carte d’Or is the best non-vintage Champagne. It has been given 90+ points by the Wine Spectator, Wine Enthusiast, Wine Advocate and others.
The company’s other products are a Carte d’Or Brut and Drappier Rose. The Drappier Carte d’Or Brut (( 75% Pinot Noir, 15% Chardonnay, 10% Meunier ) expresses all the aromas of the noble grape variety Pinot Noir. A sense of white stone fruits, peaches and apricots dominates the flavour. A spicy hint announces a powerful and complex palate The Drappier Brut Rose (100% Pinot Noir) has an intense bouquet of fresh fruits with the finesse and depth of Pinot Noir. It is a very well-structured champagne offering a striking sensation on the nose and similar on the palate. Warm and satiny, well-balanced hints of fruits add to the freshness in the finish.

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ruby singh

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