Kalyan Ganguly, MD, United Breweries, makes UB's positioning of the wine clear:"No rules, no rituals, no dress codes, no specific occasions and no specific cuisine matching the wine! Free of any of the fuss, rituals and rules associated with wine drinking, Kingfisher Bohemia can be enjoyed anywhere, anytime," he said.
UB will be sourcing these wines from a South African firm which makes the globally famous wine brand Arniston Bay. "We were scouting for global sources and we found a good match with this firm.
We are not particular on a specific geography as long as the wine is good. Tomorrow, if we find a good wine in Italy, we may look at sourcing from them," Ganguly added.
UB is launching this product in Bangalore, Pune, Mumbai and New Delhi as these markets account for nearly 70 per cent of the wine consumption in India and aim to capture a sizeable share of the market in quick time.
UB is pricing this product in the price range of Rs 600-800 per bottle.
The marketing strategy will be on breaking down formal barriers associated with wine consumption so that they "do not deter new entrants. The target for our wines is this new set of wine drinkers who may very often have little wine knowledge, but who want to get the taste of good wine while spending time in a pub," he added.
