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Abstract
India is the second largest populated country with a population of 1.2 billion people and a large middle class of over 250 million people. We could be consuming about 250 million liters of wine annually if each person drank just 1 liter per year.
However, the annual consumption of wine averages about 7 million liters of Indian and about 1.5 million liters of Imported wines. This translates to less than 1 million cases of wine. This is in stark contrast to about 120 million Cases of hard liquor like Whiskey, rum and vodka being consumed every year and over 105 million cases of Beer.
This research paper analyses the wine consumption patterns in Pune City to determine if the wine consumers perceive wine as a luxury drink and their knowledge about wine. This research also seeks to understand the wine consumers’ perceptions towards wine.
The review of the literature has shown the development of wine in India still at a nascent stage compare to the western countries and Europe. The impact the wine industry has on the Indian economy and its perception as a luxury product. Details of the major Indian wine manufacturers and the potential they have has been studied.
Information on Indian grapes and wine has been collated. Articles and studies on the perceptions that wine consumers have showed that there are still some myths and misconceptions surrounding wine.