CHAPTER 1

Introduction

Historically, grapevine (Vitis vinifera L.) is grown mostly for wine making in the world
over. In India on the contrary remarkable success has been achieved in table grape
production and yield levels of fresh grapes are among the highest in the world. At
present in India grape is grown over an area of 60,000 ha with an annual
production of 1.6 million tonnes.

Wine has been made in India for as many as 5,000 years. It was the early European
travellers to the courts of the Mughal emperors Akbar, Jehangir and Shah Jehan in
the sixteenth and seventeenth centuries A.D. who reported tasting wines from the
royal vineyards. Both red (Kandhari) and white wines (Bhokri, Fakdi, Sahebi etc.)
were produced. Under British influence in the nineteenth century, vineyards were
established in Kashmir and at Baramati in Maharashtra and a number of Indian
wines were exhibited and favourably received by visitors to the Great Calcutta
Exhibition of 1884. However, Indian vineyards were totally destroyed by unknown
reasons in the 1890s.
Due to limited domestic consumption of wine and non availability of standard wine
varieties to produce good quality wines of international standards, much emphasis
was not given for research during previous decades in India. Commercial wine
grape production, however in India has begun only since 1980’s. Although exact
figures are not available regarding the current area and production of wine grapes in
India it is estimated around 1000 hectares in Maharashtra and about 200
hectares near Bangalore in Karnataka. Among these vineyards 70 per cent are
yielding another 30 per cent are in establishment stage. In Maharashtra, wine
grapes are grown in 3 regions, such as Pune-Narayangaon, Nashik and Sangli-
Solapur areas. It is expected when all these vineyards start yielding in about 2-3
years, around 15,000 tons of wine grapes will be ready for crushing each year

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yielding on an average of 90 lakh litres of wine annually. There is a steep
annual growth rate of about 20% in the present turn over of around Rs. 200
crores.
Besides demand for imported wine is increasing day by day in India. About 38
private wineries have come up in the country 36 exist in Maharashtra and one
each in Karnataka and Goa. The total investment on wineries of Maharashtra was
Rs. 77.75 crores in 2004 and raised to Rs. 109.17 crores in 2005.
These private wineries were initially established under joint set-up with European
collaborations, preparing wine from standard varieties. The most popular red
varieties in cultivation are Shiraz, Cabernet Sauvignon,Pinot Noir and Merlot and
for Rosae still wines, Zinfandel is used. The most popular white wine grapes are
Chenin Blanc, Sauvignon Blanc, Ugni Blanc, Viognier, Chardonnay and Riesling.To
meet the domestic demand and for exporting wines from India, good quality wines
comparable to standard wines of Europe and USA has to be produced.
To give impetus to the grape processing and wine industry in Maharashtra and for
the benefit of farmers , the state announced a comprehensive ‘Wine Policy’ in 2001
and recently in September, 2005 it has established ‘Maharashtra
Grape Board’ especially to develop marketing channels for grape products
in our country.This Government policy aims at sustaining grape cultivation and wine
industry in India in general and Maharashtra in particular.
Hence, interest of table grape grower is gradually switching over to wine varieties.

Chateau Indage
Chateau Indage (CI), Narayangaon nested in the high Sahyadri Valley of western
Maharashtra pioneered by Sham Chougule was established in 1984, with the
technical collaboration of Champagne's Piper Heidsieck. The company owns
vineyards spread over 600 acres located 230 km from Mumbai. The company kick-
started the Indian wine revolution in the 1980s with a surprisingly appettizing
methode traditionelle fizz sold on the local market as Marquise- de- Pompadour but
exported with considerable success as Omar Khayyam. It manufactures 18 types of
wine and the main varieties used by the winery are Chardonnay, Cabernet
Sauvignon, Ugni Blanc, Pinot Noir, Gamay, Riesling, Muscat of Alexandria, Semillon,
Sauvignon Blanc, Chenin Blanc, Zinfandel, Viognier, Shiraz, Malbec and Grenache.

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The ultra-modern winery in Narayangaon, produces a wide range of high-quality
wines under the watchful eye of French and Californian winemakers. Chateau
Indage also sells a range of still wines on the domestic market under the names
Riviera, Figueira, Ivy and Chantilli. The Riviera red based on Pinot Noir is well made
and attractively dry; it takes chilling well. Pioneer of French-style wines in India,
CI produces a variety of exquisite still and sparkling wines. The company's wineries
have a capacity to produce over three million bottles of wine per year. In the Indian
market Indage holds 75 % share of the premium still wine category and the virtual
monopoly in Sparkling wines. Chateau Indage's Riviera label includes a fruity, well-
balanced white blend of chardonnay and Ugni blanc and a soft fresh red made from
pinot noir. The Chantilly label wines; a white (chardonnay) and a red (cabernet
sauvignon) are aged in French oak and show their varietal characteristics. Omar
Khayyam is a top-quality chardonnay-based sparkling wine, made by the methode
traditionelle, that compares favorably with champagne. The company also distills a
fine oak-aged grape brandy. Their wines are also exported to U.K., Sweden,
Switzerland, Germany, Canada, Bhutan, Nepal, Srilanka, Mauritius, New Zealand,
Japan and U.S.A.
Over the years the company has introduced 84 accessions of wine varieties ; 52
from France, 24 from Germany, 4 from Italy, 1 each from South Africa, Korea, Chile
and California, USA. It has also 28 accessions of rootstocks introduced mostly from
France and Germany.

Grover Vineyards
Grover Vineyards, in Dodballapur, 40 km north of Bangalore at the foot of the Nandi
hills, on the other hand, uses French grapes Vitis vinifera in its vineyards in
Bangalore. It exports wine worth $435,000 every year. "The Grover range produced
from high-altitude vineyards north of Bangalore, with help from the ubiquitous Michel
Rolland of Pomerol, is extremely respectable. The reds, particularly the Reserve red,
are a distinct notch above the slightly dull Clairette-based white.

Fifteen years ago, the Grovers took on the task of reviving wine drinking in India. The
company, together with Mr. George Vesselle accepted the immense challenge of
growing for the first time French varieties of grapes, suitable for wine production in

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India. Grover Vineyards is jointly owned by Kanwal Grover and Veuve Cliquot.
Kanwal Grover is advised by two top French winemakers, Michel Rolland and
Georges Vesselle. The vineyards are planted at 2,000 feet above sea level and
some varieties can produce two crops a year. Still white and red wines from
Bangalore Purple, Cabernet Sauvignon, Shiraz and Thompson seedless grapes are
made under the supervision of winemaker Bruno Yvon. The white is medium-dry and
fairly bland; the red is cabernet-style with good depth of fruit.

Bangalore, with the ideal combination of rich, well drained soil, warm sunny days,
cool nights and temperate climate, was finally selected over six other places as the
most suitable site. Thirty-five important varieties used in France for making wine
were planted. In the next five years there was an emissary of French oenologists to
study their adaptability to Indian conditions, as well as to assess the quality of wine
they would ultimately produce. Finally, in 1988 Grover Vineyards was established
on 40 acres of land at the foot of the Nandi Hills. Here nine varieties which had
responded well to Indian conditions were planted on an industrial scale. Today,
Grover Vineyards has over 200 hectares under plantation. Unlike other wine makers
in India, Grover Vineyards is the only company which shuns ordinary table grapes,
while exclusively using French wine grapes, selected from the original thirty five
varieties of theVitis vinifera species. The company has export target of 25% of its
production for the current year i.e. 1.5 lakh bottles. Exports are mainly to France, US
and UK. APEDA has chosen Grover Vineyards for bronze medal for the excellence
in export for the year 2003-04. “ So began in earnest Grover's quest to produce
India's wines made exclusively from French grapes and to world standards - and to
persuade the great whisky drinking Indian dinnerati to drink wine. Neither quest has
been easy." - Mark Nicholson, Financial Times, London, September 14, 1997.

Sula Vineyards
The most recent entrant into the Indian wine market is Sula, complete with labels of
almost California sophistication.This winery was started in 1998 and setup about
seven years ago near the town of Nashik, 200 km north-east of Mumbai, at an
altitude of 600 metres, by Mr. Rajiv Samant, a Stanford trained software
engineer and a returnee from Silicon Valley, USA. Initially, he was trying to plant

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Alphonso mango trees, but he found that his land near Gangapur Lake is similar to
Napa valley in the USA. He, then, turned to viticulture and wine making. He built a
winery with the help of Mr. Kerry Damskey, a wine maker from Sonama county in
California and planted Chenin Blanc and other wine varieties. The winery was
designed by Mr. Rahul Mehrotra, Mumbai’s leading architect.

The Sula winery is growing rapidly during the last few years, which actually indicates
the potential of Indian wine industry. The annual turnover has increased from Rs
55 million in 2002-03 to Rs 180 million in 2004-05. The sales have increased from
20,000 cases in 2002-03 to 70,000 cases in 2004-05, out of which 4700 cases were
exported. The company plans to sale over 1 million bottles abroad, during 2005-06,
for which they have doubled their annual capacity from 0.75 million litres to 1.5
million litres.

Sula Brut, Sula Seco and Sauvignon Blanc will be some welcome additions to India’s
smarter wine list. Sula wines are available in finest hotels and restaurants in India,
which includes premier hotel chains like J.W. Marriott, Grand Hyatt and Taj Hotels.
The company feel proud to mention that their wines are available at ‘Lavinia’ the
France’s largest wine shop and are imported by ‘M/s Gaja Distribuzione’ of Italy, who
also produces Italy’s most famous eponymous wines. Sula wines have been
exported to US, UK, France, Italy, Canada and Ireland

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Distillery Industry

In India there are major wine and beer and Industrial alcohol producers has setup
their plants in Uttar Pradesh, Maharashtra, Tamilnadu, Madhya Pradesh and rest
part of India. They are producing alcohol by using mainly Molasses as a raw
material for production of Alcohol. This molasses contains 7 to 8% glucose, which is
converted in to alcohol by fermentation process. First molasses is diluted by adding
water and adjust the total dissolved solids upto 7 to 8 %. Then Yeast is to be added
in diluted molasses solution and fermentation process takes place. As process go
up glucose is converted in to Ethyl alcohol and Carbon dioxide. This carbon dioxide
will remove as a gaseous form, which is collected separately. After sufficient
conversion from glucose in to ethyl alcohol this solution now called as a beer
solution. This beer solution then passed through distillation column. Based on
temperature difference ethyl alcohol separated from beer solution and condensed in
to liquid form. There are also oil is separated as by product. The wastewater from
distillery column called spent wash liquor. Spent liquor contains lot of suspended
and dissolved impurities mainly organic, color, TDS, oil. Due to presence of high
amount of impurities it is very difficult to control parameters as per pollution board
limit by conventional wastewater treatment plant..

Here membrane technology has answer. This spent wash liquor can pass through
Digester to convert organic load in to Biogas which is used as a fuel of Stream and
Power generation and then passed through membrane system to produce pure
water or to be pass through per filtration followed by Membrane system without
using primary and/or secondary conventional wastewater treatment. Membrane
system will separate pure water which will be recycle in process and reject of
membrane system can be further concentrate by thermal energy and directly used
as a bio fuel.

In 1953, an all India body of distillers was constituted which was baptized All India
Distillers Association. During the Intervening four decades this association has not
only grown in size but has also widened its sphere of activity. At the time of its birth,
the association had a membership of only fifteen whereas the fraternity has now

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swelled to close to two hundred. The constituents of the association control more
than 80% of the total distillation capacity of the country. Besides, ten state
associations have also been constituted in Maharashtra, Gujarat, Karnataka,
Tamilnadu, Andhra Pradesh, Madhya Pradesh, Bihar, Uttar Pradesh, Punjab and
Haryana, which are all affiliated to the parent body. It is indeed a matter for
gratification that ours is the sole representative body of the alcohol industry and
distilleries., in the country.

The Association has been carrying out a pioneering work with regard to catering to
interest of the alcohol industry and has gone from strength to strength through
out all these 54 years, to the extent that it is now a force to reckon with as far as the
alcohol and distillery industry is concerned. The advent of Ethanol as an ideal blend
for admixture with Motor fuel/ petrol has provided further boost to importance of this
industry and the association, in the country’s industrial scenario. We visualize a
bright future for the industry and a much stronger association in very near future.

AIDA is the leading business support organizations for the alcohol & liquor industry
in India and maintains the lead as the proactive business solution provider through
continuous interaction at the constituent members level and various government
agencies level. It is therefore now the largest and the oldest apex organization of
Indian Alcohol Industry which stands for quality, industry. Government- Society
partnership and to enhance the quality and productivity of the distillery/ alcohol
industry on the whole. AIDA today espouses the shared vision of the Alcohol /
Distillery industry in the country and speaks directly or indirectly for the entire
industry.

About AIDA
The AIDA secretariat is located at Nehru Place, New Delhi having its own premises
with all modern communication facilities like telephone, Email, E-links and other
combined facilities.

It is located in at one of the busiest Commercial complexes of New Delhi with all
infrastructural setup available at the site itself. The office premises is under
renovation, at present , and when complete it will provide a modern and more

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spacious and pleasant atmosphere for carrying out its secretarial activities in more
efficient and prompt fashion.

About the Industry

The use of alcohol as drink is an age-old story in India and it appears that the
technique for fermentation and distillation was available even in the Vedic times. It
was then called Somarasa and was used not only for its invigorating effect but also
in worship. To date, not only has the consumption of alcohol been continued but it is
an integral part of the Ayurvedic system of medicine.

The First distillery in the country was set up at Crwnpore (Kanpur) in 1805 by Carew
& Co. Ltd., for manufacture of Rum for the army. The technique of fermentation,
distillation and blending of alcoholic beverages was developed in our country on the
lines of practices adopted overseas particularly in Europe.

Objectives

• Help in the progress of community acceptance of wine by highlighting its

health benefits
and advocating socially responsible wine consumption.

• To help the small Wineries to sell wine under common label to relieve them of
the burden of high label registration fee every year by launching common
Wine India logo Brand similar to the pattern of Wine Australia Logo.

• Establishing the same sales office for multiple brand sales to help wine
producers cut administrative and distribution cost, in all the major markets of
India namely Delhi, Mumbai, Bangalore and Goa.

• Establishing temperature controlled privately owned public bonded

warehouses for wine industry, in all the major wine markets namely Delhi,
Mumbai, Goa and Bangalore.

• To counter any emerging monopoly of local distributors or agents so the

interest of small producers are safe guarded.

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• Communicate to regional communities, governments and key decision
makers the economic contribution of the grape and wine industries.

• To help the wine producer to cut the execution time of export orders by
providing cash flow.

• To provide facility of cellar to producer who can store their wine en masse.
(Bottled and in crates) so that they are able to react very quickly to export
orders.

• To explore the possibilities of providing sales channels to foreign wine

producers on commission basis to encourage the healthy competition.

• Improve market access and distribution opportunities :-

• By exploring the possibilities of selling wine through places like Delhi Haat,
Big Bazar, Reliance Fresh and other marketing channels.

• By exploring the possibilities of selling wine by using alternative channels like

Coffee Shops eg. Barista, Cafe Coffee Day etc.

• By promoting sales of wine in Banquet Functions like marriages and social

events.

• By capturing sales in corporate world by direct marketing channels.

• Setting up wine sales kiosks along national highway eating joints / rest houses
etc. to promote sales.

• By exploring the possibilities of developing private labels of premium wine for

celebrities of sports, Bollywood stars and other famous personalities, by
explaining them how this way they could contribute to the economic
upliftment of grape growers by promoting wine culture.

• By promoting Indian wine logo through ministry of external affairs in all the
diplomatic mission across the globe.

• By promoting Indian wine logo through ministry of defense in all the

distribution channels of defense services.

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• To explore the possibilities of barter trade with foreign Wine companies.

• To help the wine importers by providing them bonded warehousing facility on

rational rates based on charges per bottle policy rather then percentage on
cost of wine.

• Help in attracting FDI in industry aimed at enhancing market competitiveness

of Indian wine industry.

• Designate a single industry body to be responsible for aligning all industry

funded promotional activities with market development objective of this
strategy and to implement promotion action plan.

• Maximise the contribution of the Indian grape processing board in raising the
knowledge and understanding of Indian wine.

• Place a high priority on developing International markets that have strong

chances of high growth such as China, Japan and Korea.

• Create a National Wine Tourism Strategy Plan.

• Establish India as a globally recognised wine tourism destination which will

integrate with incredible India campaign.

• Secure a place for India as the world leader in low price segment of wines.

• Pro-actively negotiate agreements to facilitate improved international market

access.

• To create a dedicated responsible trained sales team for marketing Indian

wines.

• To enhance the image and reputation of Indian wine.

• To ensure the Indian wine presence in the global wine market.

• To set up E-commerce channels of distribution within and out side the

country.

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 • To pro-actively participate to promote Indian wine clubs in Domestic and
International Markets.

Publishing small pocket leaflets to educate masses about the difference in wines
and spirits, and health benefits of drinking wines.

Methodology
Wine is the product of the fermentation by yeast of grape juice or grape must, grape
juice that still contains the fruit's skins and seeds. Once the grape sugar has been
completely consumed, fermentation is complete, and wine has been produced. The
science that deals with wine making is known as Enology.

While the basic production elements of wine are simple, manipulation of the grapes,
juice or must, and wine to produce the desired combination of flavors and aromas is
very difficult, and many recognize this process as an art form. Wine makers try to
optimize production of specific aromas and flavors described with terms like cherry,
chocolate, vanilla etc and minimize the formation of negative flavors and aromas
described as wet dog, plastic and rotten egg. It is also important that the wine acids
and alcohol are balanced. If the wine is too acidic, the wine may taste sour. If the
ethanol level is too high, the wine will have a strong taste of alcohol.

The single most important factor that contributes to a wine's character is the grapes
that are used. Grapes influence the wine's flavor, alcohol content, acidity, and even
its color. White wine, which is actually straw to golden-yellow in color, is produced
from white grapes, and red wine is produced from red grapes. Red and white wine
production is basically the same except for one primary difference: the presence of
the grape skins during fermentation. White grapes are crushed and the juice
separated from the skins prior to fermentation. Red wine is fermented with the grape
skins. Red pigments called anthocyanins and other compounds in the grape skins
are extracted during the fermentation process to impart the characteristic red color of
the wine as well as other features. A blush or rosé wineis light pink in color and is
produced from red grapes not fermented with the skins. A little pigment is released
when the red grapes are crushed, but not to the same extent as during fermentation.

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In modern wine production, the grapes are harvested from the vineyards and taken
to a winery where they are passed through a machine called a destemmer-crusher
that separates the fruit from the stems and cracks the berries open to release the
juice. To make white wine, the must is transferred to a press where pressure is
applied to separate the juice from the skins. The amount of pressure used influences
what flavor compounds are extracted from the skins. After pressing, the white juice
without the skins is transported to a fermentation tank. In red wine production, the
must from the crusher is transferred directly to a tank for fermentation.

The containers used for fermentation are mostly stainless steel or wood. The type of
container used and the temperature of fermentation influence the characters of the
wine. Many of the aroma components of wine are volatile that is, they leave the wine
by evaporation. This evaporation occurs faster at higher temperatures, so to retain
fruity characters in the wine the temperature of fermentation must be controlled,
usually by direct cooling of the fermentation tanks. Stainless steel is much easier to
cool than wood and is preferred for temperature-crucial fermentation.

The wine maker may allow fermentation to proceed relying only on the yeast
naturally present on the grape skins and in the winery equipment, or the wine maker
may add extra yeast in a process known as inoculation. Two yeast species are used
in fermentation, Saccharomyces cerevisiae or Saccharomyces bayanus. Yeast is
responsible for the presence of positive but also negative aroma characters in wine.
For example, when yeast is under stress it produces a compound called hydrogen
sulfide, which smells like rotten eggs. To avoid this undesirable quality, a wine maker
may add nutrients to the fermentation tank. The duration of fermentation also
influences wine character.

Other naturally occurring microorganisms may grow in the must or juice, affecting the
flavors and aromas of the finished wine. For example, lactic acid bacteria use the
acids in wine as a source of energy, reducing the wine's acidity. These bacteria also
produce other aromas and are responsible for the buttery smells that can be found in
wine. Sometimes the wine maker restricts the growth of lactic acid bacteria,
especially if the wine is already low in acidity or if the buttery character would clash

12
with other aromas of the wine. Acetobacter, another type of bacteria, can spoil the
wine by converting ethanol to acetic acid to make vinegar.

When fermentation is complete, red wine is separated from the stems and grape
skins by passing it through a press. Both red and white wines appear cloudy after
fermentation, and the wine maker must wait for the yeast and other solids to settle to
the bottom of the fermentation tank, forming a sediment called the lees. The clear
wine is racked or drawn off the lees and stored in a clean cask. In a process
called fining, the wine maker may further clarify the wine by adding ingredients that
attract unwanted particles, such as proteins that can cause cloudiness. These added
ingredients settle to the bottom and can be easily collected and removed.

After fermentation, the wine maker has to decide how the wine will be aged. Aging of
wine significantly affects the flavors and aromas present, and several different
techniques are used. For example, wine aged in oak barrels picks up some flavor
and aroma characters from the oak wood, a very desirable quality in some wines. A
wine may be aged under conditions encouraging the loss of some of the fruity,
volatile compounds, producing a wine rich in other characters, such as spicy or
toasted flavors. Air exposure during aging can cause the phenolic wine compounds,
extracted from grape skins and seeds, to combine with each other, producing large
chemical compounds calledtannins. Over time the tannins become so large that they
form reddish-brown sediment in the bottle. This reduces wine bitterness and
astringency. The length of time a wine is aged before it is bottled determines the
extent to which these reactions occur. Once the wine has been aged, it is ready to
be put into bottles, where it may continue to slowly age for many years.

Machineries and Accessories and other inputs for wineries

The quality of the wine is decided in vineyards. But making appropriate and good
quality wine out of good grapes is more of a skill of a wine-maker than pure science.
Such skill can be better executed by the wine maker consistently and hygienically, if
the winery has good machineries, like destemmer, crusher, pneumatic/ hydraulic
press, screw pumps, fermentation tanks with cooling jackets/ cooling system; filters
& insulated tanks for cold stabilization of the wine, vacuumized bottling plants

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and water softeners are the major machineries required in wine Industry. Most
of these machineries in large old wineries, were imported from European countries
especially Italy. Makes of Della Toffola, Velo, Grotto Derfanceschi etc are commonly
seen in Indian wineries (Photo). However, Maharashtra is the only state in the
country given impetus to develop wine industry and leads in winery machine
manufacturers in India. Many of them have developed prototypes of full range
machineries suited to variable sizes of wineries. Companies like M/s Winetech
Engineers and Datacone Wine machineries Pvt. Ltd. have displayed their prototypes
with specifications on their websites. Destemmer, crusher, press and screw pump
are the machineries which handle grapes when arrive at winery and prepare must for
fermentation. These machineries play very important role in deciding wine quality
and involve lots of sophistication. Most wineries in India, have not opted to go for
Indian machineries for preparing must for fermentation and use imported units where
destemmer, crusher, press and screw pumps are integrated and the unit works
on digitally programmed & sophisticated software. Krishna wine park at Palus in
Sangli district lends out such units to the smaller wineries on hire. Fermentation
tanks with cooling jackets and cooling system in most new wineries are made in
India. The tanks are normally made by using medical grade stainless steel (SS-
316L/304) and have mirror finish from inside surface. Even old wineries are now
opting for Indian made fermentation tanks and cooling systems, which are of
international standards. It is also hoped that other Indian made machineries like
filtering units and bottling plants will be used especially by small &
newly established Indian wineries.

Oak wood vats and barrels are required to mature good wines. This is a very
expensive input for any winery since such material can only be imported from
European continent and other countries. Use of large vats is difficult due to high
temperatures in tropical region. Hence small barrels are used by some big wineries
in temperature controlled rooms to mature high value wines (Photo). Sparkling wines
are prepared by only big wineries so far. Special kind of bottles sustaining high
pressure of trapped gas and special device to gradually tilt the bottles during
secondary fermentation are imported. Wine bottles, corks, labels and silver foils are
also imported from outside India.

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Wine yeast culture formulations
This is one of the most important input required for wine making. Even small winery
spends about Rs. 3 to 5 lakhs to purchase these culture formulations. Normally
yeasts are imported in the form of dry active yeast granules. ‘Red star’ and ‘Lalvin’
are two major brands of wine yeasts. The different strains sold by them are from old
wine making countries in Europe but they are available in old and new wine making
countries all over the world. Dry active yeast formulations need to be activated in
warm water along with malt extract for 24 hours before to be used to start
fermentation in must. Wine yeasts strains available are highly specialized. Most of
the available yeast cultures areSaccharomyces cerevisiae or S. bayanus. But each
strain is selected for specific characters, such as tolerance to high alchohol ( up to
18 %) and SO2 (100-500 ppm), high temperature tolerance (Up to 35 oC), low
temperature tolerance ( 5-7oC) to have slow fermentations in white wines, ability to
start stuck fermentation, low foaming etc. Recently, some strains are available
which are known to enhance the body and aroma of a wine made from
specific grape varieties such as Shiraz, Chardonnay, Chenin Blanc etc. By and large
the decision on selection of wine yeast is done by wine maker. More than specialized
characters previous experience with the culture plays dominant role in the selection.
Tropical viticulture receives relatively higher fungicides applications for control of air
borne diseases. Hence, native yeasts on the grapes will not be sufficient in case of
Indian wine grapes to go for natural fermentation. However, Saccharomyces yeasts
have potential to control powdery mildew on bunches in vineyards. Application of
good wine yeast cultures on grape bunches in vineyards may help in control of
diseases and to suppress less efficient wild yeasts.

The distillery industry today consists broadly of two parts, one potable liquor and the
industrial alcohol. The potable distillery producing Indian Made Foreign Liquor and
Country Liquor has a steady but limited demand with a growth rate of about 7-10 per
cent per annum. The industrial alcohol industryon the other hand, is showing a
declining trend because of high price of Molasses which is invariantly used as
substrate for production of alcohol. The alcohol produced is now being utilized in the
ratio of approximately 52 per cent for potable and the balance 48percent for
industrial use. Over the years the potable liquor industry has shown remarkable

15
results in the production of quality spirits. Indian Liquor industry is today exporting a
sizable quantity of India Liquor products to other countries.

The utilization of Ethyl alcohol or Ethanol, now popularly known as alcohol, for
industrial use is a recent phenomenon and its importance came into being towards
the end of the second world war. With protection being granted to the sugar Industry
in 1932, a large number of sugar factories wee established in the country,
particularly in Maharashtra and Uttar Pradesh where irrigation facilities existed for
cultivation of sugarcane. This increase resulted in accumulation of molasses, which
resultantly, caused unmanageable environmental problems. At that time the demand
for molasses was almost insignificant and the sugar mills had to incur some
expenditure on removal of this by product i.e. molasses. For resolving these
problems a joint committee of U.P. and Bihar was constituted to explore the
possibilities of developing alcohol based industries for the purpose of utilization of
molasses. The Committee in its report recommended the establishment of distilleries
for production of alcohol, utilizing molasses as substrate. They also recommended
that alcohol produced by the distilleries should be admixed with petrol, to supplement
motor fuel. The production of alcohol did not only help in solving the problems of
disposal of molasses but it also filled up the gape in the demand and supply of motor
spirit. As a substantial quantity of alcohol after meeting its requirement for
manufacture of gasohol alcohol was diverted for production of alcohol based
chemicals in different parts of the country. The utilization of alcohol for this purpose
progressed steadily and a substantial quantity of alcohol produced in the country is
now being utilized for manufacture of solvents and intermediates. Till a few years
back a little more that 50% alcohol produced in the country was being utilized
for production of alcohol based chemical but after the decontrol of molasses in the
year 1993 the utilization of alcohol for production of chemical, dye-stuff ,synthetic
rubber, polymers and plastics etc. has received a setback.

However, with the advent of ethanol blending with petrol/ motor fuel, the
requirement of ethanol/ industrial alcohol has increased manifold in the country to
the extent that in case 5 % blending, if made mandatory all over the country, the
sugar factory molasses available in the country shall not prove to be adequate for

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meeting the total requirement of ethanol including its use for potable liquors and
other industrial uses.The alcohol industry has a total installed capacity of3540 million
litres of alcohol in a year. However, the licenced capacity is concentrated in three
states of U.P., Maharashtra and Tamilnadu . With the announcement of the
Government of India to make blending of motor fuel with ethanol upto 5 %
mandatory, a substantial increase in the requirement as well as production capacity
of ethanol is expected and a large number of ethanol distilleries are on the anvil of
installation.

The ethanol is being mixed with petrol upto 20% to 25 % in Brazil and nearly 30 -40
% in USAparticularly in the state of California. India therefore has to immediately
look for other sources of feedstock for production of ethanol for increasing the
total production and meeting the requirement of ethanol blending with petrol, coupled
with further increase the availability of molasses through increase in sugar
cane production and sugar mills capacity.

In order to be called America’s Native Spirit , a designation given to bourbon in

1964, distillers must follow government standards for production. By law, bourbon
must be: produced in the United States; made of a grain mix of at least 51%, but not
more than 79% corn; distilled at less than 160 proof (80% ABV); free of any additives
(except water to reduce proof where necessary); aged in new, charred white oak
barrels; and aged for a minimum of 2 years (to be called a “straight bourbon”).

Jim Beam starts with sweet water filtered naturally by the limestone shelf found in
Central Kentucky. A special strain of jug yeast used since the end of Prohibition is
added to a tank with the grains to create what is known as “dona yeast,” used later in
the fermentation process. Hammer mills grind the mix of corn, rye and barley malt to
break it down for easier cooking. The mix is then moved into a large mash cooker
where water and set back are added. “Set back” represents a portion of the old mash
from the last distillation – a cornerstone of the sour mash process, ensuring
consistency from batch to batch.

From the cooker, the mash heads to the fermenter where it is cooled to 60–70°F and
yeast is again added. The yeast is fed by the sugars in the mash, producing heat,
carbon dioxide and most importantly, alcohol. Called “distiller’s beer,” the mix looks,

17
smells and tastes like a rich, light beer. The bourbon travels into a column still where
it is heated to over 200°F, causing the alcohol to turn to a vapor. As the vapor cools
and falls it turns to a liquid called “low wine” which measures 125 proof or 62.5%
alcohol. A second distillation in a pot still heats and condenses the liquid into “high
wine” which reaches 135 proof (67.5% alcohol).

The high wine is moved to brand new, charred American oak barrels, each of which
hold about 53 gallons of liquid. A “bung” is used to seal the barrels before moving
them to nearby hilltop rackhouses where they will age up to nine years. As the
seasons change, Kentucky’s climate expands and contracts the barrel wood,
allowing bourbon to seep into the barrel. And the caramelized sugars from the gator-
charred oak flavor and color the bourbon. A fair portion of the 53 gallons of bourbon
escapes the barrel through evaporation, or stays trapped in the wood of the
barrel. This is known by distillers as “the Angel's share.” Jim Beam ages for at least
four years, or twice as long at the government requires. At the end of the aging
period the amber liquid is bottled, packaged and sent to one of its many outlets
around the world in compliance with the three-tier distribution system.

CHAPTER 2
Government policies:
India has emerged as one of the fastest growing markets for wine on the global map.
Despite the country’s vast population of over 1.1 Billion, the consumption of wine
remains extremely low. The per capita consumption of wine in the country was
estimated at around 9 Milliliters in 2008, indicating huge potential for growth in the
coming years.
Various factors such as favorable government policies, increasing disposable
income, amplified wine marketing and influence of western culture are helping to
drive India’s wine consumption. According to our latest research report, “Indian Wine
Industry Forecast to 2012”, wine consumption in India is expected to grow by 25-
30% annually between 2009 and 2012.

18
We have found that various policies by the state level governments are encouraging
domestic wine producers to set up their own wineries in the country, giving a boost to
the domestic industry. Efforts by the Maharashtra and Karnataka governments
remain far-fetched in this regard. However, such measures have raised concerns to
WTO which states that India is adopting protectionist policies for its domestic wine
industry meanwhile curbing growth of imports.
While local players are including affordable imported wines in their portfolios to
attract new consumers, foreign firms are trying hard to expand in the market owing to
high rate of tax levied. Our research indicates that the premium wine segment in the
country is dominated by imported wines. This is because domestic wines are still
unable to demand a high price, largely because of low brand awareness and lack of
quality taste. Meanwhile, total consumption is dominated by domestically-produced
cheap wine.
“Indian Wine Industry Forecast to 2012” provides extensive research and rational
analysis on the wine market in India. Our research gives deep insight into India’s
wine consumption in terms of domestically-produced and imported wines, price
structure, sales by location, type of wine consumed and a possible regional
segmentation. Our research also highlights the market trends and developments that
are expected to play key role in the growth of Indian wine market over the forecast
period. Besides this, the report provides thorough analysis on the wine production,
wine exports and wine imports of the country.

CHAPTER 3
Recent Developments (Origin&Growth)
With the government planning to showcase “Wines of India” across the globe. The
Agricultural and Processed Food Products Export Development Authority (APEDA)
are working out the strategy and the campaign will be finalized soon. India has
recently received its first order for wine exports to the US and Indian wines were also
being served in restaurants - both Indian and Western. Approximately 0.1 million litre

19
of wine is exporting to France, Italy, Germany, USA, NewYork, U.K. and Singapore
from Maharashtra state.

Stating that the promotion strategy would include analyzing the internal support
mechanisms including easing tariff barriers for the liquor, the sources added, “the
promotion campaign will target the US, the European Union, South Africa and
Southeast Asia in a major way. There is more and more awareness about wine as a
product in Indian market. Changing life styles, frequent travels abroad, more and
more women employment. Increase in per capita income, international research on
health benefits of wines; all have combined together to create wine awareness in
India; apart from the fact that good quality wines are now available in the market.

Vintage Wine: Table Wines, Sparkling Wine, Dessert Wines, Fortified Wines
(port, Sherry, Marsala, Madeira, etc or aromatic wines like Vermouth, Dubonnet,
Lillet, Cynar, etc.) are the major types of Indian wine.

Table wines account for 85 per cent of the market and expensive varieties of vintage
wines account for the remaining 15 per cent. However, as compared to other wine-
producing nations, the domestic wine consumption is very low. Indian wines have to
go a long way to gain recognizable positions in the world.

The flip side of the industry is that of the 762,440 cases sold every year, only 46,000
cases of sparkling wine and champagne are consumed in India. In contrast the
figures of other drinks are: 37 million cases of whisky, 11 million cases of brandy and
nine million cases of rum. Industry officials believe that the market will grow rapidly
once the government drops import duties on bulk (currently at 108 per cent) and on
bottled wines (currently 264-420 per cent).

One of the other reasons why wine drinking has not caught on is that quality wines
are priced relatively high. Since the volumes are low, production costs are high, as
are taxes. In all hot countries relatively new to wine, both local and imported wines
are clearly extremely vulnerable to poor storage and transport conditions. The main

20
constraint in achieving the quality goal is the fact that the quality compliance is very
poor among the wine manufacturers.

Thus the real challenge for winemakers in India is to develop a domestic market, and
that is where the problem arises. First, people believe wine and curry do not go well.
"It is a myth," says Thomas Abraham, F & B Manager of Delhi's Hyatt Regency hotel.
" The truth is most Indians prefer beer, whiskey or rum over wine and champagne.
That's why the per capita consumption of wine in India is very low." In exports, says
Aman Dhal, one of India's leading wine importers and distributors, Indian
winemakers face a peculiar problem. " Traditionally wine lovers around the world
have some kind of a mental block against Indian wines. They are just not
comfortable with the Made in India tag."

However, Oz Clarke, one of the presenters of the BBC's Food and Drink programme,
refutes that. " Western wine drinkers are some of the most imaginative aficionados in
the world. I think when they see Made in India, they won't say: "What a weird idea."
They'll say: "Fantastic! I haven't tried it. Give me some." In fact, one of Chateau
Indage's most popular wine, Omar Khayyam, is in the British market for a decade
now! A spokesman of spirit major McDowell that also distributes imported wine in
the Indian market, says that wine imports, both bulk and bottled have gathered
momentum in the last three years. Growth rates, he claims, have touched 25 percent
per annum in the last few years." Volumes are driven mainly by Indian wines that are
priced below Rs 150 per bottle," he adds. McDowell's, in fact, has an agreement with
Concha Y Toro, the largest producer of wine in Chile for importing wine. The
company is represented in the Indian market by two premium brands, Bosca
Riesling and Red & Rose. Shaw Wallace too was a pioneer wine manufacturer.
Though Shaw Wallace's Golconda has a 25 per cent market share, the leader is
Chateau Indage, a diversified Indian Private company with interests in viticulture and
wine distribution.

21
 CHAPTER 4

Domestic and International Market

Both the Indian wine market and the indigenous wine industry are in their nascent
stages, but growing by leaps and bounds (Table 2). Fifteen years ago there was no
locally made wine that was drinkable. Now there are three significant wine makers,
all family-owned businesses, the Chougules, the Grovers and the Samants. There is
also great interest in wine makers from France, Italy, Australia, South Africa,
America, and Chile to enter the Indian market.

Adam Strum the owner-***-editor of widely circulated magazine ‘Wine Enthusiast’

22
on his visit to the Indian wineries, has said ‘The one thing that struck me in general
was that the varietals are true to their taste. Sauvignon Blanc from Grover and Sula
were crisp, herbaceous, and fresh- very similar to New Zealand wines. Chenin was
particularly impressive, it was fruit driven and like in Loire Valley. The sparkling Ivy
from Indage was full of bubbles, crispy and light on the palate. I think it will go very
well with the spicy Indian food,’ he felt. What amused and pleasantly surprised him
was the Zinfandel from Vinsura. Wondering how they got the clones from California
he was impressed by it being so fruity and light in comparison with some Californian
Zins which tend to be too powerful, big and tannic. The market position of wines
in 2003 and 2004 is reported in Table 2.

Table 2 . Segment wise Indian wine market during 2003 and 2004

Domestic Retail
Imports Total
production Value
Sl.N (‘000 (‘000
(‘000 cases*) (Rs. Million)
o Segment cases) cases)
2003 2004 2003 2004 2003 2004 2003 2004
1. Sparkling wines 35 35 5 11 40 46 258 297
2. Still wines -premium 117 143 53 63 170 206 779 944
3. Still wines -cheap 234 240 -- --- 234 240 281 288
Fortified
4. 4 5 1 1 5 6 13 16
wines/Others
Total 390 423 59 75 449 498 1331 1545
*Note ; A case is a unit of 9 litre capacity or equivalent to 12 bottles

During the year 2005, the total annual production of wine in India was 6.214
million litres, out of this 5.4 million litres is produced in Maharashtra alone
that comprises 2.54 million litres of red wines, 2.69 million litres of white wines, 0.15
million litres of sparkling and 0.036 million litres of rosae wines. This is a very small
fraction as compared to world’s annual production of 32,000 million litres. The
country also imports 72,000 wine cases (9 litres/case) in a year where 32,000 cases
are bottled in origin and remaining 0.36 m litres are imported in bulk flexi bags and

23
subsequently bottled by Indian wineries. Besides this, about 12,000 –15,000 wine
cases are sold through gray market.

The biggest consumption up to 80% is however confined to major cities like Mumbai
(39%), Delhi(23%), Bangalore (9%) and the foreign tourist dominated state of Goa
(9%), where as Rest of India has only 20% consumption. Some Indian wine makers
have also started importing foreign made wine and bottling and selling it here in
India. Among the importers ; ITDC (Indian Tourism Development Corporation),
Sansula, Brindco and E&J Gallo predominate. The Indian market is way behind
major wine drinking countries. The per capita consumption in India is only 0.07
litre/person/year as against 60-70 litres in France and Italy, 25 litres in US and 20
litres in Australia and even China has 0.4 litre.

CHAPTER 5

Major Player (Impact & Effect)

Champagne Indage has been the pioneer in making French style wine in India.
Grover Vineyards and Sula Vineyards too have made smart strides in a short time
span. Recently, companies in the Indian Made Foreign Liquor (IMFL) space like
Diageo, United Breweries and Seagrams too have ventured into making wine.

The website of Champagne Indage says that its manufacturing facility at

Narayangaon has a wine production capacity of 15 million litres and a bottling
capacity of 15000 bottles per hour. The Sula website states that the four wineries it
owns have a combined capacity of 5 million litres. Besides a wide distribution
network within India, Sula exports its wines internationally and also imports and
distributes wines from top global producers.

24
While major producers own lands and thus grow their own grapes, contract farming
for wine grapes is extensively practised. Here, wineries offer technical help and
agricultural expertise to farmers. Many major players often use imported vines for
growing the perfect fruit.

Like all businesses, the industry faced teething troubles like poor storage and
transport facilities, lack of promotional activities and unfavourable rules for domestic
marketing. However displaying exceptional determination, the companies grew from
strength to strength improving their product and made a mark overseas as well. This
is important considering that the time to produce the first bottle after planting the
creepers can be many years which needs financial strength and mental resolve.

Indian wines are also becoming popular among international consumers and several
varieties are exported. Top Indian wine brands like Chantilli, Indage Reserve,
Marquise De Pompadour, Omar Khayyam, Riviera, Tiger Hill and Ivy and were to be
showcased at the London International Wine Fair (LIWF) in May 2008.

The Indian consumer

As more and more Indians travel overseas for business and pleasure, adopt new
lifestyle patterns and yearn for the good things in life, domestic wine consumption
too has correspondingly increased. City dwellers still remain the major guzzlers,
prices notwithstanding. Wines made in India are priced between Rs 450-700 and
imported ones could cost upwards of Rs 2500.

Realising the need to nurture a trend of drinking wine, vineyards are going all out by
organising plantation visits, informative facility tours combined with tasting sessions.
These impart the nitty gritty of selecting and appreciating a wine as also the correct
way to drink it. Enthusiasts are taken through the routine of “See, Swirl, Smell and
Sip” with several vareitals and blends. Combined with the beautiful ambience of the
vineyard this exercise is a sure fire winner. Experts on hand also suggest the best

25
red to go with the Tandoori chicken. Thus emerges a long-term friendship with the
beverage.

For those keen to enjoy a glass or celebrate there is no need to venture to a pub or
restaurant as retail stores too have recently begun to stock wines.

Engineering success

Put very simply wine is fermented grape juice. Yet producing bottle after bottle of the
perfect spirit demands state of the art winery and equipment. Established big
wineries often imported machinery from Europe. Indian firms too have acquired
necessary expertise to machinery necessary for wineries. Datacone Wine
Machineries Pvt. Ltd is one such firm. Established players too are now going in for
cooling systems and fermentation tanks manufactured in India.

A supporting hand

The government of Maharashtra too is chipping in to support the wine industry. It has
awarded wineries the status of food processing industry instead of alcoholic
beverages and has also abolished excise duty on wines. Maharashtra Industrial
Development Corporation has set up wine parks at Sangli and Nashik at a cost of
INR 2500 million. The Central government has finalized setting up the National Wine
Board (NWB) at Pune.

Besides deep pockets, good equipment, optimum weather, soil and plants, wine
making is a skill that also requires experts like viticulturists, winery operators and
wine marketing executives. With the sector projected to grow at over 25% per year
there will be a huge demand for such specialists. Champagne Indage has inked a
memorandum of understanding with the University of Adelaide of Australia to
establish the Indian Institute of Vine and Wine (IIVW). The INR 1000 million Institute

26
will be set up on a 65-acre site in the vicinity of the company’s winery and vineyards.
The first course will start from 2009. The IIVW will offer diploma, degree and post-
graduate master's degree programmes specialising in wine.

The KBR School of Wine (in Mumbai) in association with The Wine and Spirits
Education Trust (WSET) of UK offers Foundation Level I and Intermediate Level
II.WSET courses.

For those looking for a career with a fizz, this is the way to go.

Though doctors continue to research and debate health benefits of the beverage, the
wine industry has every reason to rejoice. Industry experts predict India to emerge
as one of the largest wine producers in the world by 2058. That surely demands
opening a glass of bubbly! Cheers!

27
 CHAPTER 6

Best Practices

Climate & Soil

Overall performance in terms of growth, yield and quality of grapes for wine
making is greatly influenced by climate & soils.

I . Climate –

It is the summation of weather conditions throughout the year.

Factors : i) Temperature
ii) Solar radiation, sunshine hours
iii) Rainfall, Relative humidity
iv) Wind, Evaporation etc.
Vitis vinifera grape varieties grow under wide range of climatic conditions.

i) Temperature : Diurnal variation with cool nights (15-18o C) and warm days (28-
32oC) is essential for successful wine grape production .Degree days that are
available during September to March 2200-2750 (Nashik), 2750-3000 (Pune,
Narayangaon) 3000-4000 (Sangli, Solapur) normally influences which wine variety
to grow and the type of wine to produce. Table wine grapes are grown at 2200-
2750 degree days. Dry table wines require mild ripening period with average
temperatures of 22-28oC and low diurnal variations. Growing season length should

28
be sufficiently long to mature moderate to heavy crops of grapes. In areas where
there is sudden temperature drop and onset of wet weather, there are ripening
problems and crop losses. Each variety requires certain heat summation to bring its
fruit from full bloom to maturity or a given brix reading. Cool, mild temperatures
increase the production of acid (malic and tartaric )in the berries, increase the sugar
acid balance and enhances the colour in the red varieties. By contrast hot conditions
during ripening period increases the sugar level, hastens maturity, lowers the acid
level of grapes and inhibits pigment formation in red varieties. The organic
constituents of wine such as alcohol, acids, esters, colour, tannins and
aldehydes do have direct bearing on the bouquet, taste and other qualities of
individual wines. The level and balance of these constituents in the musts and wines
in turn are largely determined by climate (heat summation). High temperatures cause
yield loss due to poor fruit set, moisture stress and reduces the rate of
photosynthesis. Optimum temperature for photosynthesis 25-30o C and declines
rapidly above and falling to zero at 45-50oC and also decreases rapidly below 15oC.

ii) Solar Radiation : Optimum light intensity for photosynthesis varies between 700-
1100 micro molar units (30,000-50,000 lux) depending upon the location,
topography, variety and training systems.
Both light intensity and temperature are involved in the formation of fruitful buds
during May-August. The number of bunch primordia increase with higher light
intensity and the fruitfulness of new buds depends on the daily duration of high light
intensity falling on the bud itself rather than on whole plant.
High light intensity with high temperature(>36oC) are not conducive for berry colour
development, whereas with moderate temperature (28-32o C) and high light intensity
there will be good colour development between veraison and ripening.
iii) Rain fall & relative humidity: Generally for economical wine production a
reasonable rainfall amount of 55-65 cm annually is desirable between June-
October for recharging the subsoil with moisture.
For maximum yield, vines need at least 75 cm water with good distribution
throughout fruiting season. Avoid water stress during flowering and early berry
growth period till veraison, whereas slight moisture stress during veraison to
ripening enhances the quality of berries.

29
iv) Evaporation : Evaporation is based on various climatic factors such as
temperature, day length, wind, vapour pressure and solar radiation which affects
plant growth. The actual and potential evapotranspiration is based on the amount of
available water in the root zone and the evaporative power of the air.

II . Soil requirements of vines

Grapes can adapt to a wide variety of soil types ranging from coarse gravelly sands
to heavy clays, shallow to very deep soils and soils of low to high fertility.
Best performance is however obtained in deep medium textured soils (loams and
sandy loams) which are low in salts and are well drained. Wine Grapes are
successfully grown under irrigation on soils that Provide 45-60 cm of root zone.
However most V.vinifera varieties are deep rooted and fully explore the soil to a
depth of 6-10 feet or more if the aeration is satisfactory and there is no obstruction
to root zone.

Soil physical features such as soil colour affects the absorbance of radiant
heat. Soil texture influences water holding capacity, the nutrient status, infiltration
rate, permeability and aeration. Soil chemical properties such as pH is a measure of
degree of acidity or alkalinity where vines are tolerant to wide range of pH conditions.
The pH gives an indication of nutritional status as it is related to cation exchange
capacity(CEC). In broad terms acid soils have low CEC broadly dominated by
hydrogen, whereas alkaline soils are dominated by calcium, magnesium
and potassium. Optimum pH range is 6-6.5 for wine grapes. The quality of wine is
related to grape variety, followed by climatic area and by soil type.

Cultivation Aspects

30
i). Soil prepartion :

All types of soil require deep trench spaced 1.8 M-3.0 M apart and oriented
towards north-south direction. Apply 2.5 tons
/ha Superphosphate along with 50 tons /ha of FYM. Copius watering of the
trench to get weathering & decay of the organic matter at least 15 days in advance
before planting.

ii). Planting :

Only Vitis vinifera varieties shall be used for new plantations. These varieties
should be grafted on the recommended rootstocks for wine varieties such as Salt
creek, 110 R, 1103 P, 140 Ru, 99R, SO-4, DogRidge, etc which are salt tolerant,
drought and nematode tolerant. Plant the rootstocks in the month of Feb-March in
enriched soil along the trenches. Graft the desirable scion variety in
situ on rootstock during September and October. Normally recommended spacing
for most wine varieties is 2.0 M between rows and 1.25 M between plants
accommodating 4000 plants per hectare.

iii).Training of young grafts/plants :

Frame work establishment with single main stem, primary arms and cordons
require proper training system.

For this recuts, topping , pinching and tipping are followed.Training systems such
as Kniffin, double cordon and trellis system are mainly followed. Pendal system
which is common for table grape is not recommended for wine varieties.Drip
irrigation / fertigation facilities will compliment quick establishment of the
vineyard.

31
iv). Manuring & fertilizer application :

For one hectare vineyard 250 kg sulphate of ammonia, 250 kg superphospate and
250 kg sulphate of potash , 75 kg magnesium sulphate should be given in 3
doses after foundation pruning. The first half doses should be mixed with 40 tons
FYM just prior to pruning, second quarter dose should be given 30 days after
pruning and next quarter dose after 60 days of pruning. Subsequent
nutrient doses should be guided by soil and petiole analysis. Optimum
petiole concentrations of yielding wine grape varieties in general, should have for
N-0.632 %, P-0.25% and K-0.981%, Ca - 0.6 %, Mg – 0.4 %, S-0.1%, Zn-20
ppm,Cu-8 ppm, Mn – 25 ppm, Fe- 75 ppm and B- 30 ppm.

v). Fore pruning :

Early September is ideal for most of the wine varieties as they take longer period
for maturity and harvest. Most of the wine varieties have basal fruitfulness hence
the level of pruning is normally kept low; either spur pruning or short cane pruning
are adopted.

vi).Training systems for wine grape

32
Fig.1 Different training systems for wine grape varieties

It is desirable to have trellis system among the various training systems for most of
the wine varieties grown in tropical climate with bright sunlight that may get sun
damaged on kniffin. Whereas bower system tends to delay the ripening process
and often fruits become highly acidic with poor colour development.

Important Wine varieties

33
Red Wine Grapes

Cabernet Sauvignon

Most of the great red wines of Bordeaux and some of the finest wines of the New
World are based on Cabernet Sauvignon. It is often blended with Cabernet Franc
and Merlot and its flavor is reminiscent of blackcurrants or cedarwood. It demands
aging in small oak barrels, and the best wines require several years of bottle age to
reach their peak.

Merlot

This variety takes second place to Cabernet Sauvignon in most premium red wine
blends. Merlot is fragrant and usually softer than Cabernet Sauvignon. It also shows
best with oak maturation, but usually requires less bottle maturation before it is ready
to drink. Merlot bottled as a varietal is becoming popular in India.

Shiraz

This grape is also known as Syrah. It makes a soft and rich wine often characterized
by smoky and chocolaty aromas. It matures faster than cabernet and is sometimes
blended with it to speed accessibility.

Zinfandel

34
This variety probably originated in Southern Italy as the Primitivo grape. It is planted
by only a few Indian wineries. The quality of wines have been very good,
especially when they receive enough oak maturation.

Pinot Noir

The grape from which complex and elegant wines are made in Burgundy. There are
several clones in pinot noir that show great promise. The Pinot Noir wines in are
clean and lively with the flavor of ripe cherries.

Cabernet Franc

This variety possesses qualities similar to those of Cabernet Sauvignon, although

they are a little less pronounced in Cabernet Franc. It is an important part of blends
and is often blended with Cabernet Sauvignon.

Cinsaut (Cinsault)

Formerly known as Hermitage in the Western Cape of South Africa, it produces light
wines and is most often used as a blending wine to increase accessibility at an early
age. Cinsaut is one of the parents of Pinotage.

Pinotage

It is a unique South African grape made from a cross of Pinot Noir and Cinsaut. It
was developed locally in 1926. It is hardy in the vineyard and generally produces a

35
wine that is full bodied with good fruit flavors and a distinctive spiciness, but often
referred to as possessing a "sweetish acetone" flavor. Previously thought to be early
maturing, it is now believed that Pinotage benefits from extended maturation.

White Wine Grapes

Chardonnay

It is currently one of the most popular if not the most popular dry white wine variety in
the world. It is planted in almost every wine producing country and is one of the
easiest varieties to grow. Chardonnay generally benefits from oak and is especially
complex when it is barrel fermented as well as barrel aged. However, over- oaking
has been a common fault of some the first Chardonnays.

Chenin Blanc

This grape is the Cape's most popular white variety with about thirty percent of her
vineyards producing Chenin Blanc. It produces a wide range of wines from sweet to
dry, including sparkling and still wines. Its dry wines are fresh and fruity and Chenin
Blanc's sweet wines and botrytis dessert wines are becoming more fashionable.

Sauvignon Blanc

India now can produce international quality wines of Sauvignon Blanc

as evidenced at few wineries located in Nashik and Pune district.
These microclimates in Maharashtra are suited to the growing of this variety.
The Sauvignon Blancs tend to be dry and grassy. Its plantings have
increased though it is a moderate yielder

36
 CHAPTER 7

Budgets
Although the beverage industry has been in existence for quite some time now, yet it
is still at an infant stage considering its size and place in the market. India stands at
third number in the consumption of beverage, behind United States and China. It
accounts for almost 10 per cent of global beverage consumption. Today, it is being
looked as a country that offers the greatest potential, even more so than China. This
year, the beverage industry in India is being estimated to grow at 17 per cent.

Non-alcoholic drinks company actually see India as a potential market because of

the kind of summer that India sees. The Coca-Cola Co reported its profit climbed 43

37
per cent in the second quarter to two billion dollar, getting a boost from double-digit
unit case volume growth. The Indian CSD (carbonated soft drinks) market stands at
1.2 billion dollar and the fruit-based beverages and bottled water at 600 million dollar
and 300 million dollar, respectively.

The wine industry in India is one of the most sought after market at present and all
eyes are on it. The budget announced by the finance minister is not being seen as
very advantageous to the wine industry as it did not announce any significant or
major benefits all round for it. It was expected to make wine sector a part of the food
processing industry, which would lead to uniformity in the state-wise tax structures.
The wine industry in India needs investment to grow to its rightful size of about 30
million cases (20 times the present volume) and it is possible only with lower
production and marketing costs, taxes and increased competition.

As far as the beer industry is concerned, age-old excise policy on liquor and
multiform regulations are hitting the beer industry. The Punjab Excise Policy of 1995,
which inadvertently discourages breweries, while encouraging distilleries, has put the
brewers in the country in a total mess. The beer industry is clearly at a disadvantage.
Repeated pleas have failed to bang the government’s deaf ear. Apart from this, the
government needs to make a uniform age limit to consume alcohol. It’s different in
different states. While an 18-year old guy can consume alcohol in Goa, you need to
be at least 21 to do the same in Mumbai. In Punjab, its even higher where it is kept
at 25 years.

The budget was expected to cut down the taxes on beer that is more than most of
the countries in the world. While the average global taxes on price of the beer are
33.6 per cent, in India its about 49 per cent and therefore, affordability of beer in the
country is lowest compared to world standards. Hence, the perception is that the
government is encouraging hard-liquor which is more harmful to the consumers.

However, the impact on non-alcoholic industry has been different. For eg, packaged
coconut water will be cheaper by rupees three for 200ml as the retail prices have
been reduced from Rs 15 to Rs 12, thanks to the abolition of a 16 per cent excise
duty. The finance minister has also totally withdrawn the 16 per cent excise duty on

38
tea and coffee mixes and puffed rice. India (1002 Mn kgs) along with China (990 Mn
kgs), Sri Lanka (318.7 Mn kgs) and Kenya (286.0 Mn kgs) accounts for about 75 to
80 per cent of the world’s tea production. In May, tea production in India rose to
71,374 tonnes from 70,267 tonnes a year before. However, output has declined to
215.84 million kg till May this year from 240.24 million kg in the same period last
year.

The budget has also made dairy majors like Amul, Mother Dairy and Nestle happy
because the customs duty on bactofuges, that separates bacteria from milk, and
increases the Punjab Excise Policy of 1995 helf life of milk, has been abolished. On
a bactofuge that costs between Rs 1.5 two crore, the companies will benefit rupees
eight to Rs 10 lakh a piece. The exemption of 16 per cent excise duty on
refrigeration equipment (milk chillers) will save rupees five lakh per chiller.

More and more companies are entering and creating niche for themselves in the
Indian budget industry, the latest being the fast moving consumer goods (FMCG)
company ‘Dabur’. It is coming up with a new fruit flavoured beverage called ‘Real
Burst’.

In the current scenario, many Indian food and beverage players aim to invest in
Bhutan, as a follow-up of the Indo-ASEAN pact. About 11 key areas have been
identified as area with enormous opportunities in Bhutan, where Indian and
Bhutanese players can invest- agriculture, horticulture, agro and food processing,
dairy, pharmaceutical, medicinal plantations are few of them.

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 CHAPTER 8

Problems

Although excessive alcohol consumption has adverse health effects,

epidemiological studies have consistently demonstrated that moderate
consumption of alcohol and wine is statistically with a decrease in death due
to cardiovascular events such as heart failure. In the United States, a boom in
red wine consumption was initiated in the 1990s by the TV show 60 Minutes,
and additional news reports on the French paradox. The French paradox refers
to the comparatively lower incidence of coronary heart disease in France
despite high levels of saturated fat in the traditional French diet. Some
epidemiologists suspect that this difference is due to the higher consumption of
wines by the French, but the scientific evidence for this theory is limited. The
average moderate wine drinker is more likely to exercise more, to be more

40
health conscious, and to be of a higher educational and socioeconomic class,
evidence that the association between moderate wine drinking and health may
be related to confounding factors.

Population studies have observed a J curve association between wine

consumption and the risk of heart disease. This means that heavy drinkers have
an elevated risk, while moderate drinkers (at most two five-ounce servings of
wine per day) have a lower risk than non-drinkers. Studies have also found that
moderate consumption of other alcoholic beverages may be cardioprotective,
although the association is considerably stronger for wine. Also, some studies
have found increased health benefits for red wine over white wine, though other
studies have found no difference. Red wine contains more polyphenols than
white wine, and these are thought to be particularly protective against
cardiovascular disease.

A chemical in red wine called resveratrol has been shown to have both cardio
protective and chemo protective effects in animal studies. A low dose of
resveratrol in the diet of middle-aged mice has a widespread influence on the
genetic levers of aging and may confer special protection on the heart.
Specifically, low doses of resveratrol mimic the effects of what is known
as caloric restriction - diets with 20-30 percent fewer calories than a typical
diet. Resveratrol is produced naturally by grape skins in response to fungal
infection, including exposure to yeast during fermentation. As white wine has
minimal contact with grape skins during this process, it generally contains lower
levels of the chemical. Other beneficial compounds in wine include
other polyphenols, antioxidants, and flavonoids.

Red wines from the south of France and from Sardinia in Italy have been found
to have the highest levels of procyanidins, which are compounds in grape seeds
suspected to be responsible for red wine's heart benefits. Red wines from these
areas have between two and four times as much procyanidins as other red
wines. Procyanidins suppress the synthesis of a peptide called endothelin-1 that
constricts blood vessels.

A 2007 study found that both red and white wines are effective anti-bacterial
agents against strains of Streptococcus. Also, a report in the October 2008

41
 issue of Cancer Epidemiology, Biomarkers and Prevention, posits that moderate
consumption of red wine may decrease the risk of lung cancer in men.

While evidence from laboratory and epidemiological (observational) studies

suggest a cardio protective effect, no controlled studies have been completed
on the effect of alcoholic drinks on the risk of developing heart disease or stroke.
Excessive consumption of alcohol can cause cirrhosis of the liver
and alcoholism; the American Heart Association cautions people to "consult
your doctor on the benefits and risks of consuming alcohol in moderation."

Wine's effect on the brain is also under study. One study concluded that wine
made from the Cabernet Sauvignon grape reduces the risk of Alzheimer's
Disease. Another study concluded that among alcoholics, wine damages the
hippocampus to a greater degree than other alcoholic beverages.

Sulphites are present in all wines and are formed as a natural product of the
fermentation process, and many wine producers add sulfur dioxide in order to
help preserve wine. Sulfur dioxide is also added to foods such as
dried apricots and orange juice. The level of added sulfites varies, and some
wines have been marketed with low sulfite content. Sulphites in wine can cause
some people, particularly those with asthma, to have adverse reactions.

Professor Valerie Beral from the University of Oxford and lead author of the The
Million Women Studyasserts that the positive health effects of red wine are "an
absolute myth." Professor Roger Corder, author of The Red Wine Diet, counters
that two small glasses of a very tannic, procyanadin rich wine would confer a
benefit, although "most supermarket wines are low procyanadin and high
alcohol."

Drunk driving

Most countries have laws against drunk driving, i.e., driving with a certain
concentration of alcohol in the blood. Punishments for violation includefines,
temporary loss of driving license, and imprisonment.

42
The legal threshold of blood alcohol content ranges from 0.0% to 0.08%, according
to local law. Similar prohibitions exist for drunk sailing, drunk bicycling, and even
drunk rollerblading.

In many places in the United States, it is illegal to have an open container of an

alcoholic beverage in the passenger compartment of a vehicle.Effects Data from The
Lancet shows ethanol in comparison to other psychoactive drugs.

Short-term effects of alcohol consumption include intoxication, dehydration, and

ultimately alcohol poisoning.

Long-term effects of alcohol include changes to metabolism in the liver and brain,
and possible addiction (alcoholism).

Studies have found that when food is eaten before drinking alcohol, alcohol
absorption is reduced ]and the rate at which alcohol is eliminated from the blood is
increased. The mechanism for the faster alcohol elimination appears to be unrelated
to the type of food. The likely mechanism is food-induced increases in alcohol-
metabolizing enzymes and liver blood flow.

Short term effects

Alcohol intoxication affects the brain, causing slurred speech, clumsiness, and
delayed reflexes. Alcohol stimulates insulin production, which speeds up the glucose
metabolism and can result in low blood sugar, causing irritability, and possibly death
for diabetics; in normal subjects severe alcohol poisoning can also be lethal. A blood
alcohol content of 0.45 represents the LD50, or the amount which would prove fatal
in 50% of test subjects. This is about six times the level of intoxication (0.08%), but
vomiting and/or unconsciousness are triggered much sooner in people with a low
tolerance, among whom such high levels are rarely reached unless a large amount
of alcohol is consumed very quickly.However, chronic heavy drinkers' high tolerance
may allow some of them to remain conscious at levels above .4%, despite the
serious health danger.

43
Mortality rate

A 2001 report estimates that medium and high consumption of alcohol led to 75,754
deaths in the USA. Low consumption has some beneficial effects, so a net 59,180
deaths were attributed to alcohol.

In the U.K., heavy drinking is blamed for up to 33,000 deaths a year.A study in
Sweden found that 29% to 44% of "unnatural" deaths (those not caused by illness)
were related to alcohol; the causes of death included suicide, falls, traffic injuries,
asphyxia, intoxication and murder.

A global study found that 3.6% of all cancer cases worldwide are caused by alcohol
drinking, resulting in 3.5% of all global cancer deaths. A U.K. study found that
alcohol causes about 6% of cancer deaths in the U.K., killing over 9,000 people a
year.

Heart disease

One study found that men who drank moderate amounts of alcohol three or more
times a week were up to 35% less likely to have a heart attack than non-drinkers,
and men who increased their alcohol consumption by one drink a day over the 12
years of the study had a 22% lower risk of heart attack.

Daily intake of 1 or 2 units of alcohol (a half or full regular size glass of wine) is
associated with a lower risk of coronary heart disease in men over 40 and women
who have been through the menopause. However, getting drunk at least once a
month puts women at a significantly increased risk of heart attack, negating any of
alcohol's potential protective effect. Increased longevity is almost entirely the result
of lowered coronary heart disease.

Dementia

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Long-term moderate or short-term excessive (binge) drinking has been linked
to dementia; it is estimated that between 10% to 24% of dementia cases are caused
by alcohol consumption, with women being at greater risk than men.

The consumption of alcohol does not kill brain cells but rather damages dendrites,
the branched ends of nerve cells that bring messages into the cell. Alcohol dilates
the channels in the cellular structure that regulate the flow of calcium, causing
excess calcium to flow into the cells and stimulating increased activity. This does not
kill the whole cell, but causes a loss of the end segments, leading to the loss of
incoming signals and therefore a change in brain function. Most of this damage is
temporary, but the recovery process changes nerve-cell structure permanently.

In people aged 55 and over, daily light to moderate drinking (one to three drinks) was
associated with a 42% drop in the probability of developing dementia, and a 70%
reduction in risk of vascular dementia. The researchers suggest alcohol may
stimulate the release of acetylcholine in the hippocampus area of the brain.

Cancer

Alcohol consumption has been linked with seven different types of cancer: mouth
cancer, pharyngeal cancer, oesophageal cancer, laryngeal cancer, breast
cancer, bowel cancer and liver cancer.The risk of developing cancer increases even
with a moderate consumption of as little as 3 units of alcohol (one pint of lager or a
large glass of wine) a day. Heavy drinkers are more likely to develop liver cancer due
to cirrhosis of the liver.

A global study found that 3.6% of all cancer cases worldwide are caused by alcohol
drinking, resulting in 3.5% of all global cancer deaths. A U.K. study found that
alcohol causes about 6% of cancer deaths in the U.K., killing over 9,000 people a
year. Women who regularly consume low to moderate amounts of alcohol have an
increased risk of cancers of the upper digestive tract, rectum, liver, and breast. For
both men and women, consuming two or more drinks daily increases the risk of
pancreatic cancer by 22%.Red wine contains resveratrol, which has some anti-

45
cancer effects in laboratory cells, however, based on studies done so far, there is no
strong evidence that red wine could protect against cancer in humans.

Alcoholism

Proclivity to alcoholism is believed to be partially genetic; individuals with such

propensity may have a different biochemical response to alcohol, though this is
disputed. Alcohol addiction can also lead to malnutrition because it can alter
digestion and metabolism of most nutrients. Severe thiamine deficiency is common
due to deficiency of folate, riboflavin, vitamin B 6 and selenium and can lead
to Korsakoff's syndrome. Muscle cramps, nausea, appetite loss, nerve disorders and
depression are some common symptoms. It can also lead to osteoporosis and bone
fractures due to vitamin D deficiency (vitamin D helps in calcium absorption).

Diabetes: Daily consumption of a small amount of pure ethanol by older women may
slow or prevent the onset of diabetes by lowering the level of blood glucose.
However, the researchers caution that the study used pure ethanol, and that
everyday alcoholic drinks contain additives, including sugar, which would negate the
effect.

People with diabetes should avoid sugary drinks, sweet wines, and liquers.

Stroke

A study found that lifelong abstainers were 2.36 times more likely to suffer
a stroke than those who drank a moderate amount regularly. Heavy drinkers were
2.88 times more likely to suffer a stroke than moderate drinkers.

Longevity

Alcohol consumption by the elderly results in increased longevity, almost entirely as

a result of lowered coronary heart disease.

One study found that consumption of 2 units of alcohol (one regular glass of wine)
daily by doctors aged 48+ years increased longevity by reducing the risk of death

46
by ischemic heart disease and respiratory disease. Deaths where alcohol
consumption is known to increase risk accounted for only 5% of the total deaths, but
this figure was increased for those who drank more than 2 units of alcohol per day.

CHAPTER 9
Conclusion
• creating a differentiated image for the products, launching new product lines, increasing
advertisement, achieving efficiencies in the global supply chain replacing distributors by
establishing its own shops.
• controlled retail space (mono-branded retail stores, shop-inshop location, factory outlet
stores, e-commerce sites).
• sales expansion by establishing own retail stores in the international market

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 CHAPTER 10

Bibliography

www.wikipedia.org

www.scribd.com

www.inventory.com

www.4shared.com

www.projectsparadise.com

www.mbastuff.blogspot.com

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