Find out how to promote wine on-line in India — Find out how to Promote On-line (2022)


With individuals spending an rising period of time within the confines of their dwelling over the previous yr or so, wine companies have been pressured to search for new methods to achieve their prospects. With the expansion of ecommerce, there’s a huge potential to maneuver away from the in-store pickup mannequin and to promote wine on-line.

Whether or not as a result of a basic malaise born out of lowered mobility through the pandemic or an unprecedented work-life imbalance, the very fact is that the demand for liquors and wines has been going up. Certainly, India is among the fastest-growing alcoholic beverage markets on this planet, and this market is predicted to develop at 6.8% yearly till 2023. For current wine retailers and people seeking to enter this house, this represents a possibility to harness the potential of smartphones and expertise to satisfy this demand and take wine to the patron’s doorstep.

1. Why promote wine on-line?

Historically, the alcohol business has been recognized to be one of the crucial high-margin and worthwhile industries. Regardless of the sudden drop in alcohol gross sales over the course of a number of lockdowns, the alcohol business was capable of bounce again as quickly as liquor shops reopened, with Indian customers making their need for alcohol evident.

It goes with out saying that in a post-COVID world, the companies that undertake an on-demand product supply mannequin would be the ones that can thrive available in the market. The power to faucet the demand for wine utilizing wine ecommerce is what’s going to set gamers within the wine enterprise aside.

Whether or not you personal a winery or wine retailer, or wish to set up a wine enterprise, that is the proper time to money in on the massive potential of the wine market in India. In response to sure experiences, the wine market in India is predicted to develop by USD 274 million (round INR 2,000 crore) over the following 5 years.

Having stated this, establishing a wine enterprise in India has at all times required leaping via complicated authorized and regulatory hoops. Even when you have already got your personal wine retailer, the supply of alcohol is ruled by a separate algorithm. Nonetheless, when you’ve complied with the assorted guidelines and laws, establishing your personal on-line wine retailer will get simpler.

2. The place are you able to promote wine on-line legally in India?

Promoting wine on-line could be very totally different from promoting groceries or style merchandise on-line. Wine retailer house owners should navigate their manner via a maze of laws to arrange a profitable on-line wine enterprise. To start with, alcohol legal guidelines and taxes differ from place to position.

In some states, wine companies can ship on to customers (DTC), whereas in others, customers should accept over-the-counter purchases. For instance, Karnataka, Orissa, and Punjab permit the net sale and supply of alcohol. In Delhi, specifically, the excise guidelines have been amended to accommodate the net sale of wine.

As of June 2021, the next cities/states permit the on-line sale of alcohol:

  • Chhattisgarh
  • Pune (Maharashtra)
  • Karnataka
  • Punjab
  • Jharkhand
  • Kerala
  • Orissa
  • Kolkata (West Bengal)
  • Delhi

3. Find out how to get a licence to promote wine on-line?

Though each state in India has its personal set of necessities, here’s a fast abstract of the overall steps it’s essential take to get a wine store licence.

  1. Go surfing to the State Excise Division’s official web site.
  2. Obtain a Wine Store Licence software kind.
  3. Duly fill the shape with the required particulars, similar to the kind of liquor, premises for enterprise, kind of licence, and background particulars.
  4. Submit the shape together with the mandatory supporting paperwork to the related authority.
  5. Pay the required software payment on the time of submission.
  6. The state authority will confirm all the small print submitted, and may request you present extra info if wanted.
  7. After verification, you’ll obtain a discover at your tackle with the small print of your licence.

A wine store licence is issued for one yr, after which it should be renewed through a renewal software. Additionally, it needs to be famous that the steps talked about above apply no matter whether or not you want to promote wine on-line or offline.

4. Enterprise fashions to promote wine on-line

So as to begin your on-line wine-selling enterprise, it’s essential resolve what kind of enterprise mannequin you wish to undertake. Once you’re within the enterprise of promoting a product, the way you supply your product is simply as vital as how you propose to promote it. For promoting wine on-line utilizing an app or an internet site, there are three essential enterprise fashions.

  • Promoting your personal wine
  • Sourcing your wine from third events
  • Turning into a wine aggregator

Let’s check out every of those in some element.

When you already personal a vineyard, make wine your self, or personal a wine retailer, this enterprise mannequin will work finest for you. Since sourcing the wine will not be an issue on this mannequin, your main process might be to arrange a web-based portal the place customers should buy your wine. The most important good thing about this enterprise mannequin is that you simply received’t be sharing your earnings with anybody else.

On this mannequin, your main income would be the sale of your wine itself. You can even cost a nominal supply payment for dwelling supply providers.

You would rent an internet site developer to create a web-based retailer for you, or you possibly can construct your personal on-line retailer utilizing a platform like Shopify. The target is to permit customers – who would in any other case have needed to go to your vineyard or retailer in individual – to order their favorite wines on-line and have them shipped to them instantly.

You can even increase your retailer’s functionalities utilizing varied apps. As an example, you may arrange a devoted chatbot in your retailer, similar to Tidio, to assist your customers discover precisely what they’re on the lookout for. Or you possibly can permit your prospects to speak with you over WhatsApp, or share a hyperlink to your retailer on WhatsApp, with apps like SuperLemon.

  • Sourcing your wine from third events

When you don’t produce any wine your self, you’ll should supply it from a provider. You possibly can construct your personal stock of high-end and customary wines based mostly on market traits to be able to promote them on-line.

Since this mannequin successfully makes you a web-based wine retailer, you may supply your wine from wholesalers. You’ll have to get in contact with wine merchants for the most effective offers, or instantly supply the wine from established wineries. In each instances, you will want to ascertain a sturdy procurement community that can guarantee a steady provide of wines, which in flip will mean you can set up your self as a dependable on-line wine retailer.

With this mannequin, your main supply of revenue would be the margin you set on prime of the wholesaler’s fee. It is best to notice that in some states, the utmost retail worth of a liquor model could also be capped by the excise division, which can robotically cap your margins as nicely.

  • Turning into a wine aggregator

In case you are not inquisitive about producing your personal wine or having your personal stock of wines, this mannequin is for you. On this mannequin, your essential product might be a wine aggregation platform, somewhat than wine itself. In different phrases, you’ll function a platform that can function an middleman between wine customers and firms that truly make or resell wine. Most of your income in such a state of affairs will sometimes come from the fee that you simply’ll cost on each sale.

The method of growing such a enterprise will entail growing your personal web site and app. You possibly can then supply service provider accounts to wine sellers and record out their merchandise, pictures, descriptions, and costs.

Making a state-of-the-art on-line retailer will mean you can construct a optimistic model picture as a web-based wine platform. Furthermore, it’s also possible to make cash by promoting commercial house in your web site to potential wine sellers.

Do needless to say no matter which of those three fashions you resolve to go along with, it’s also possible to increase your per-order margin with premium memberships and offers you can promote for a hard and fast annual or month-to-month payment.

Lastly, an ordinary advertising technique you should utilize to spice up gross sales no matter your mannequin is to supply free supply for purchases above a sure restrict. It will encourage prospects to rack up order totals greater than that restrict, as it’s going to save them the trouble of visiting your retailer in individual.

5. Find out how to promote wine on-line by yourself ecommerce retailer?

Ecommerce is an avenue with exponential development potential, given the ability it creates for each enterprise in addition to customers. The web wine market additionally has huge potential, provided that it’s an enormous market that’s nonetheless comparatively untapped. The target of this market is to allow wine sellers – whether or not or not they have already got a bodily wine retailer – to work together with consumers who want to buy wine, and likewise to allow high-quality and uncommon wines to be traded and offered.

There are many steps that go into making a profitable wine ecommerce enterprise. For higher comprehension, this seemingly daunting process has been damaged down into three components:

  1. Analysis and preparation
  2. Establishing your personal on-line wine retailer
  3. Advertising and marketing your on-line wine retailer

Let’s discover every in larger element.

1. Analysis and preparation

Earlier than you go forward and begin placing your on-line retailer collectively, right here’s a guidelines of a number of the steps you must take.

  • Conduct detailed market analysis

In case you are a wine fanatic who’s simply getting into this enterprise, it’s essential perform thorough market analysis and draw up a listing of common wines available in the market. It will contain learning the massive and small market gamers for a greater understanding of the wine market. Conduct a radical competitor evaluation of current on-line platforms to get an concept of the processes adopted by them and to zero in on parts that can provide help to differentiate your on-line wine retailer.

  • Select the wines you wish to promote

The next move might be to pick out the wines that you simply want to supply, inventory, and promote. You possibly can inventory wines by main manufacturers available in the market, and even faucet into lesser-known artisanal wine creations and supply them in your retailer.

Given that buyers are prone to go for branded wines, stocking well-regarded manufacturers will contribute on to greater gross sales and margins. However it will probably additionally make sense to supply uncommon, hard-to-find wines, as they’ll entice extra opinionated aficionados. Though choosing the wines to promote based mostly on current market traits is an effective place to begin, it is usually a good suggestion to decide on a distinct segment to focus on a particular type of client base after which increase from there. For instance, you may supply wines that concentrate on a particular worth level, or promote wines created from fruits aside from grapes.

Earlier than you place your wine choices on-line, it’s important to ascertain a dependable supply to your stock. You possibly can both select a wholesaler or turn out to be a dropshipper by choosing a provider that delivers your merchandise to prospects instantly.

When you resolve to go the wholesaler route, be sure you have tie-ups with a number of wholesalers, and construct wholesome relationships with them. Shut and lasting partnerships with wholesalers are an effective way to make sure you can at all times buy wine in bulk at affordable costs.

As mentioned above, it’s also possible to open up your ecommerce web site to wine manufacturers and have them register in your platform as sellers. This enterprise mannequin entails attracting wine sellers in a lot the identical manner as customers. You can even companion up with prime wine manufacturers by showcasing the scope of on-line wine gross sales and the potential for extra income for large gamers.

Whether or not you might be producing and promoting your personal wine, sourcing wine from third-party suppliers, dropshipping or aggregating wines, your selection of the enterprise mannequin will issue closely into drafting your marketing strategy. When you’ve found out your enterprise mannequin, studied the market and chosen your suppliers, you must have a lot of the info at hand to create a complete marketing strategy with the assistance of the sources listed beneath.

2. Establishing your personal on-line wine retailer

As with all ecommerce enterprise, the steps to arrange your personal retailer isn’t any totally different for promoting wine on-line. Beneath is a guidelines of steps and a listing of sources to information you thru the method.

  • Develop a particular model

In a aggressive market such because the wine enterprise, growing a model that stands out from the remainder is essential to your success. Particularly so if you’re a wine maker or a non-publiclabel product, as a result of wine is a subjective expertise and the way your model is perceived will affect that subjectivity.

If your enterprise mannequin is a unique one, be cognizant of the worth you present to your prospects and work that into the event of your model. In case you are a platform aggregating choose wines, curation will be the worth you present. In case you are a wine supply software, comfort is the worth you present.

Your web site is your on-line storefront. And the impact it has in your wine enterprise could also be intangible, however vital. Understanding your buyer persona will provide help to zero in on the design sensibilities which can be almost definitely to enchantment to your target market. There are a variety of ecommerce web site builders to select from and Shopify has an in depth library of ready-to-use themes and templates you may customise and apply to your retailer. Alternatively, get in contact with Shopify Specialists that can assist you get your storefront good.

Nearer to the enterprise finish of promoting wine on-line, the way you categorise and show the wines in your retailer can have an outsized impact in your conversions. No marvel that ecommerce product pages take the lion’s share of the eye given to analytics, testing and optimisation. Additional, for one thing as summary and ephemeral as style and odor, your product descriptions might be key in main your retailer guests to the wine they need.

  • Arrange funds and logistics

These are a number of crucial steps to make your retailer ecommerce-ready. All of the arduous work performed to entice your buyer to make a purchase order lastly bears fruit with a glitch-free on-line fee gateway, and dependable transport and fulfilment. As soon as the journey is accomplished to the client’s delight, they are going to be greater than prone to return to your wine retailer time and again.

Along with your on-line wine retailer up and working, the one factor left to do is to attract your prospects to it. Nicely, it’s not so simple as it sounds. However the subsequent part ought to provide help to break it down into actionable steps to market your retailer.

3. Advertising and marketing your on-line wine retailer

The wine enterprise is a crowded market that includes small native wine outlets, giant retail shops, and on-line wine shops and wine-delivery apps. As is the case with any enterprise, to face a preventing probability, your wine enterprise must seize consideration and stand out. That is true not only for gaining new prospects, but additionally for retaining outdated ones and preserving them returning to your retailer. Listed here are a number of useful methods to maximise your possibilities of success:

  • Apply search engine optimisation (Search Engine Optimisation) strategies to your retailer

When you’ve created your on-line retailer, it is necessary to make it simply discoverable. When a possible client googles ‘wine supply close to me’, they’ve a transparent intention of creating a purchase order. Enhancing the search engine optimisation of the content material in your web site will enhance the possibilities of you rating excessive in your potential client’s search outcomes.

Creating extra content material, like blogs and guides in your web site, will solely assist enhance your search rankings, resulting in larger visitors in your on-line retailer and improved discoverability.

Right here is a newbie’s information to ecommerce search engine optimisation to get you began.

  • Refine your on-line advertising

Your market analysis ought to provide help to establish the place your prospects are prone to be concentrated, what their demographic profiles are, what their spending patterns are like, and way more. Use such info to focus on your on-line advertising efforts.

Be it advertising with Google Adwords, or social media advertising on Fb, Instagram, and Twitter, all paid on-line advertising avenues provide you with a various set of goal standards that you should utilize to your benefit. Tailor your on-line advertising to focus on for buyer profile elements, seasonal elements, in addition to geographical elements.

You possibly can enhance your on-line advertising budgets and supply reductions throughout instances when purchases of wine are extra possible, similar to when festivals or particular occasions are across the nook. You can even localise your on-line advertising efforts to areas the place your potential prospects’ density is excessive, to be able to compete with brick-and-mortar wine shops.

  • Create offline engagements

Regardless that your final goal is to promote wine on-line, there are large benefits to constructing an offline presence as nicely. This doesn’t, nevertheless, imply that it’s essential keep an offline brick-and-mortar retailer.

You would arrange pop-up outlets to your wine model in a locality the place a lot of your potential prospects are prone to be. This could possibly be for a number of days, and even over a weekend if a pageant is happening. You would create wine-tasting occasions to your model, and even companion with current occasions like music festivals or stand-up comedy exhibits. Along with these, you possibly can market and promote winery excursions and associated experiences.

Offline engagements not solely improve your word-of-mouth publicity, however might get you some native press protection too. All of which might go a good distance in the direction of boosting your model recall and driving your on-line gross sales.

Having a social media presence is successfully a vital requirement for many manufacturers that promote on-line. Social media platforms are the place your potential and current prospects get to have interaction together with your model.

Sustaining social media profiles or pages to your model requires you to submit continuously to remain on the prime of your prospects’ minds. Look upon this as a possibility to tell your followers about updates, affords, and reductions, and to drive visitors to your on-line retailer.

Nonetheless, it is very important just be sure you don’t come off as too sales-y. One of the best manufacturers on social media submit content material that’s informative, helpful, entertaining, and related. One other factor to notice is to at all times keep true to your model character in these interactions.

As well as, given the authorized labyrinth that wine sellers should navigate anyway, it may be a good suggestion to go the additional mile and embrace disclaimers or advisories urging authorized compliance in your retailer and social media pages. As an example, you possibly can have all guests to your retailer be greeted by a pop-up that asks them to verify that they’re older than the authorized ingesting age for his or her state. Moreover, the bio in your socials might point out that one should be of authorized ingesting age to comply with.

You probably have a Shopify retailer, you may combine it together with your social media pages, enabling you to promote instantly on these platforms. As an example, the Fb Channel app on Shopify units you as much as promote instantly on Fb and Instagram. In reality, even content material creation and advertising for social media might be managed simply utilizing a number of the nifty social media apps that may be built-in into your Shopify retailer.

  • Personalise the client expertise and reward loyalty

Ecommerce manufacturers routinely incentivise new prospects with methods like low cost coupons and affords on making the primary buy. As soon as a buyer indicators in in your on-line retailer, you may then personalise their on-line retailer expertise by location, by suggestions based mostly on their buy historical past and many others.

Personalisation has hidden potential as a key driver of gross sales in ecommerce advertising. It makes your promoting effort extra related and efficient, and will increase the probability of conversions. As well as, you possibly can attain out to prospects on their birthdays, anniversaries, and related events, when they’re almost definitely to purchase wine out of your retailer.

You would additionally improve buyer retention with privileged memberships that give prospects particular affords, free supply, precedence for attempting out new wines, and many others. for a small payment. It additionally makes it simpler to reward repeated purchases with reductions and goodies.

  • Incentivise opinions and referrals

One of many oldest advertising strategies is phrase of mouth, i.e. getting your prospects to speak about your product with individuals of their community and drive consciousness. For any client, a suggestion from a good friend is prone to be extra reliable than a direct commercial from the model.

In response to the World Belief in Promoting Survey 2021 by Nielsen, 88% of world respondents belief suggestions from individuals they know greater than another channel. Herein lies an amazing alternative to leverage the social interactions inherent to the tradition of consuming wine. In relation to ecommerce and on-line advertising, there are methods to catalyse this course of to your profit.

In case your buyer can earn factors in your on-line retailer for publishing a evaluation of any of your wines, they are going to be extra possible to take action. Clients will also be incentivised to share their expertise on their social media channels with a catchy hashtag.

Equally, an current buyer might be given a reduction for each new buyer they bring about to you, within the type of a referral coupon. This works finest when the brand new buyer additionally will get a reduction coupon upon signing up.

  • Use different ecommerce advertising methods

The record of promoting methods talked about above is on no account exhaustive. Most advertising strategies used to promote merchandise on ecommerce web sites, can simply be utilized to promoting wine on-line. To study extra, it’s essential to delve deeper into the topic of ecommerce advertising. Nonetheless, a number of generally used methods are listed beneath.

To market your on-line wine enterprise you must embrace a mixture of lots of the approaches listed above. Your funds will undoubtedly be an vital consideration. When you’re utilizing Shopify, there are a variety of advertising apps you may combine together with your retailer that can assist you with many of those advertising methods.

6. Examples of on-line wine companies within the Indian market


Supply: WineWell – a Shopify retailer

In July 2020, WineWell launched a web-based alcohol retailer in response to the primary lockdown with Shopify. It has a variety of wines which can be appropriate not only for last-minute BYOB events but additionally for gifting functions. To make last-mile deliveries as environment friendly as attainable, they leverage their Shopify on-line retailer to companion with a number of native retailers and supply corporations. They’re primarily operational in Mumbai and attempting to make a community in different cities as nicely.

Fratelli WinesSupply: Fratelli Wines – a Shopify retailer.

Fratelli Wines is a winery and vineyard, promoting its personal distinct model of wines since 2007. With a lovely on-line retailer powered by Shopify, the model now sells on to its prospects pan India, managing its personal transport and fulfilment to reinforce its gross sales from distribution throughout retail shops.


Supply: Wine Park

Wine Park has a listing of over 200 native and imported wines with a large worth vary. The number of wines can be given wine tasting notes and critics’ rankings that can assist you make a extra knowledgeable selection. They make deliveries throughout Mumbai, with free transport on orders of above Rs 3,000.

online wine store

Supply: Residing Liquidz

With its stock of over 1,500 manufacturers from India and the world over, Residing Liquidz has one of many largest alternatives of wine on-line, catering to a variety of tastes and preferences. What started as various brick and mortar retail shops, they now take orders on-line via their very own app, for deliveries in Mumbai, Navi Mumbai, Thane, and Palghar. Additionally they have a number of dwelling bar equipment and wine glasses to select from.

Promoting wine on-line: within the spirit of maintaining with the instances

Alcohol is usually characterised by the inelasticity of its demand vis-à-vis its worth. In different phrases, not like the case for different items, the value of alcohol performs a much less vital position in figuring out the demand for it. So as to add to this, an rising variety of customers are utilizing ecommerce to purchase merchandise, together with wine ­– an sudden silver lining to the disruption attributable to the numerous lockdowns.

On this state of affairs, wine companies have been offered with an unprecedented alternative to take their relationship with their customers to the following degree via ecommerce. Would-be new gamers can even faucet into this chance, so should you’re seeking to enter this market, this definitely appears like a good time to get began. 


1. What’s the price of making a wine supply app?

The price of growing a wine supply app depends upon a number of elements just like the platform, design, options, and required upkeep, amongst different elements. In response to this breakdown of what it will probably price to develop an app, you’ll in all probability should pay upwards of Rs 7.5 lakh for a professional-quality app.

2. Is it unlawful to promote wine on-line in India?

No, it isn’t unlawful to promote wine on-line in India. Nonetheless, each state has its personal laws and insurance policies relating to the sale and supply of wines. Relying on the state you might be in and so long as you could have obtained all the mandatory permits and licences, it is possible for you to to promote wine on-line.

As of June 2021, the next cities/states permit the on-line sale of alcohol:

  • Chhattisgarh
  • Pune (Maharashtra)
  • Karnataka
  • Punjab
  • Jharkhand
  • Kerala
  • Orissa
  • Kolkata (West Bengal)
  • Delhi

3. Can I promote wine on-line in India if I don’t personal a vineyard?

You possibly can promote wine on-line in India even should you don’t personal a vineyard. You can begin your on-line wine enterprise by sourcing your wine from retailers, wholesale distributors, and even dropshipping instantly from vineyards and wine-makers.


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