Word: marketably
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...What they're drinking, however, are well-established Indian brands, not imports. The U.S. exported only about $1 million worth of whiskey to India last year, just 1% of total U.S. whiskey exports and an even tinier fraction of the $7.5 billion Indian whiskey market. Coleman is hoping to change that. In October, his trade group organized a three-city tour of India to introduce Indian consumers to the pleasures of bourbon, rye and other American whiskeys. At the New Delhi event, the New York City bar legend Toby Cecchini, who is credited with inventing the Cosmopolitan, mixed classic cocktails...
...taxes on imported whiskey, not the taste, that prevent it from winning more market share. The import duties begin at 150%, and additional state taxes can add another 150% or more to the price of a bottle. Wine and beer face similar import duties, as well as additional and constantly changing state taxes and regulations. The complexity of the market means that only big producers like Jack Daniels and Jim Beam can afford to make a go in India on their own, and usually only with their premium labels. Although single-malt is a new status symbol in India, Scotch...
...next five years. Carlsberg and Heineken have been in India less than three years, but both companies are expanding. Heineken bought a 37.5% interest in India's largest alcohol company, United Breweries, while Carlsberg has invested $53 million to reach its target of 5% of the Indian beer market this year. InBev, which recently bought competitor Anheuser Busch, has just launched Budweiser in India and plans $96 million in investment...
...Wine consumption, meanwhile, is growing much faster than spirits or beer in India, but from a much smaller base. Only about 700,000 cases were sold last year, about 2% of the total alcohol market, but it has benefited hugely from the growth of the middle class, particularly women, for whom drinking wine is a mark of urban sophistication. The wine market has grown from virtually zero 10 years ago to $253 million last year, and it is expected to more than double to $630 million by 2013. "There's a complete turnaround," says Gianander Dua, an importer based...
...course, the risks of betting on the next big thing are well known to drinks companies. The Chinese market for wine, for example, has failed to live up to its hype. Spurrier says India is different: the high taxes and complex regulations make doing business difficult, but getting into the market is much easier. "The lights in India are on green," he says. And there is a certain camaraderie between domestic and imported wine producers in India, who face the same challenge of getting Indians in the habit of the grape. At events like the one in Mumbai, they came...