UB Group to invest Rs 100 cr to promote wine tourism
Pradipta Mukherjee / Kolkata Mar 24, 2009, 00:48 IST
The Vijay Mallya-owned UB Group is planning to enter the tourism industry, by promoting its Four Seasons winery at Baramati in Maharashtra as a lifestyle destination.
It is also looking at exporting from Four Seasons to key wine markets from September this year. The company will now start registering its brand name in France, UK, US and Australia. “A part of our winery in Baramati will house 14 well-equipped rooms, along with recreational facilities and a pantry which could host 700 people at a time. We intend to get into wine tourism and expand the wine category by building on an all-round lifestyle concept” Abhay Kewadkar, business head (wines) of United Spirits told Business Standard.
The company plans to invest close to Rs 50 crore by June 2009 in its winery project and another Rs 50 crore in the next few years in building barrels, tanks and vineyards. It has set a target of producing a million bottles in 2009-10 and a million cases in three years.
With a focus on building its indigenous wine portfolio with brands like Zinzi and Four Seasons, United Spirits is investing in its wine project in Maharashtra and has already roped in farmers belonging to the region to give their land for cultivation of grapes. “Fifty one per cent of Four Seasons winery will be owned by United Spirits. A part of the 49 per cent will be owned by local farmers and the remaining stake by two-three strategic investors who will bring with them marketing or lifestyle expertise to manage the winery. We are working out how much the farmers will pay for the shares. Roughly, it works out to 500 shares per acre. We intend to make 1 million bottles initially at the Baramati winery; we are looking at 3,000 acres,” Kewadkar explained.
“In the next three years, we intend to have a vineyard next to our winery in Baramati. spread over 400 acres. Here, too, around 50 local farmers will own 300 acres on a 15-year term; the company will own 100 acres,” Kewadkar said.
According to the company, making farmers shareholders in a project brings in the commitment required to make it viable.
The company is also looking at launching a reserve range in wines in October, as well as sparkling wine early next year. "We are targeting exports now for Four Seasons from September, to France, UK, US, Australia. We expect 10 per cent of our total turnover to come from exports initially, and 30 per cent in three to five years. We will file for quality certificates and will start registering our brand name in the countries where we plan to enter," Kewadkar said.
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The Vijay Mallya-owned UB Group is planning to enter the tourism industry, by promoting its Four Seasons winery at Baramati in Maharashtra as a lifestyle destination.
