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Mercury Winery Plans To Expand Its International Business

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Mercury Winery Pvt Ltd (MWPL), a leading wine producer of Nasik valley locate in Western Indian State of Maharastra, has said that the company has entered into the Italian market as part of its expansion plan for sales and distributions of its wines.

The company launched two varietals Shiraz and Sauvignon that will be available at the Indian restaurants in Italy. Besides, the company has rolled out wine varietals in China.
Mercury Winery is the first Indian wine producer to foray into China market. Plans are afoot to launch in the US market by the end of November 2009. In the future there are plans to foray into Canada, the company said.

MWPL has plans to expand its presence in the domestic market too. It will launch its portfolio of wines in Andhra Pradesh, West Bengal, Rajasthan and Tamil Nadu by end of November 2009.

“Sparkling wine is a seasonal product and is targeted at events, celebrations and weddings segment. However, during the last six months, as the basic wines were not selling in the market, we did not want to flood the market with a new varietal,” Mr. Viral Pancholia, Director, MWPL said.

Mr. Pancholia said, “The last three months were not good for the entire industry with low sales. Due to this, many domestic players resorted to the ‘one on one free’ offers. We do not want to follow such scheme brackets which tarnishes the brand image.”

“We want to establish our presence in the production of full bodied and mature wines, not in the young wines category. Hence, we were ageing the wines with oak chips,” he added.

The company is also in the process of adding Cabernet Shiraz to its portfolio by end of 2009. The company is also diverting its focus from retail segment to institutional sales. In 2010, the company aims to grow its domestic distribution network and enter new markets in North India.

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Monday, December 11, 7:26 am

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