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Methods to promote wine on-line in India — Methods to Promote On-line (2022)

With individuals spending an growing period of time within the confines of their dwelling over the previous 12 months or so, wine companies have been pressured to search for new methods to achieve their clients. 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 resulting from a normal malaise born out of decreased mobility through the pandemic or an unprecedented work-life imbalance, the actual 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 anticipated to develop at 6.8% yearly till 2023. For present wine retailers and people seeking to enter this house, this represents a possibility to harness the potential of smartphones and know-how to satisfy this demand and take wine to the patron’s doorstep.

1. Why promote wine on-line?

Historically, the alcohol business has been identified to be one of the 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 want 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 is going to set gamers within the wine enterprise aside.

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

Having mentioned this, establishing a wine enterprise in India has all the time required leaping by advanced authorized and regulatory hoops. Even when you have already got your individual wine retailer, the supply of alcohol is ruled by a separate algorithm. Nonetheless, when you’ve complied with the varied guidelines and laws, establishing your individual 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 completely different from promoting groceries or vogue merchandise on-line. Wine retailer house owners should navigate their approach by a maze of laws to arrange a profitable on-line wine enterprise. To start with, alcohol legal guidelines and taxes differ from place to put.

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, particularly, 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. Methods 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 is advisable to take to get a wine store licence.

  1. Go online to the State Excise Division’s official web site.
  2. Obtain a Wine Store Licence utility kind.
  3. Duly fill the shape with the required particulars, equivalent to the kind of liquor, premises for enterprise, sort of licence, and background particulars.
  4. Submit the shape together with the mandatory supporting paperwork to the related authority.
  5. Pay the required utility charge on the time of submission.
  6. The state authority will confirm all the main points submitted, and would possibly request you present extra info if wanted.
  7. After verification, you’ll obtain a discover at your handle with the main points of your licence.

A wine store licence is issued for one 12 months, after which it have to be renewed by way of a renewal utility. Additionally, it must 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

In an effort to begin your on-line wine-selling enterprise, it is advisable to resolve what kind of enterprise mannequin you wish to undertake. If you’re within the enterprise of promoting a product, the way you supply your product is simply as necessary as how you propose to promote it. For promoting wine on-line utilizing an app or a web site, there are three foremost enterprise fashions.

  • Promoting your individual wine
  • Sourcing your wine from third events
  • Changing into a wine aggregator

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

For those who already personal a vineyard, make wine your self, or personal a wine retailer, this enterprise mannequin will work greatest for you. Since sourcing the wine just isn’t an issue on this mannequin, your main job will probably be to arrange an internet portal the place customers should purchase your wine. The largest advantage of this enterprise mannequin is that you just gained’t be sharing your income with anybody else.

On this mannequin, your main income would be the sale of your wine itself. You may also cost a nominal supply charge for dwelling supply providers.

You could possibly rent a web site developer to create an internet retailer for you, or you might construct your individual 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 may also increase your retailer’s functionalities utilizing numerous apps. As an illustration, you possibly can arrange a devoted chatbot in your retailer, equivalent to Tidio, to assist your customers discover precisely what they’re in search of. Or you might permit your clients 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

For those who don’t produce any wine your self, you’ll should supply it from a provider. You may construct your individual stock of high-end and commonplace wines based mostly on market developments as a way to promote them on-line.

Since this mannequin successfully makes you an internet wine retailer, you possibly can supply your wine from wholesalers. You’ll must get in contact with wine merchants for the very best offers, or instantly supply the wine from established wineries. In each instances, you will want to determine a strong procurement community that can guarantee a steady provide of wines, which in flip will permit you to 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 price. It is best to be aware that in some states, the utmost retail worth of a liquor model could also be capped by the excise division, which is able to mechanically cap your margins as nicely.

  • Changing into a wine aggregator

If you’re not interested by producing your individual wine or having your individual stock of wines, this mannequin is for you. On this mannequin, your foremost product will probably be a wine aggregation platform, moderately than wine itself. In different phrases, you’ll function a platform that can function an middleman between wine customers and firms that really make or resell wine. Most of your income in such a state of affairs will sometimes come from the fee that you just’ll cost on each sale.

The method of creating such a enterprise will entail creating your individual web site and app. You may then supply service provider accounts to wine sellers and listing out their merchandise, photographs, descriptions, and costs.

Making a state-of-the-art on-line retailer will permit you to construct a constructive model picture as an internet wine platform. Furthermore, you may as well make cash by promoting commercial house in your web site to potential wine sellers.

Do remember that no matter which of those three fashions you resolve to go along with, you may as well increase your per-order margin with premium memberships and offers which you can promote for a set annual or month-to-month charge.

Lastly, a normal 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. This can encourage clients to rack up order totals increased than that restrict, as it’s going to save them the trouble of visiting your retailer in individual.

5. Methods to promote wine on-line by yourself ecommerce retailer?

Ecommerce is an avenue with exponential development potential, given the power 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 patrons who want to buy wine, and likewise to allow nice and uncommon wines to be traded and bought.

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

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

Let’s discover every in higher 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 it is best to take.

  • Conduct detailed market analysis

If you’re a wine fanatic who’s simply coming into this enterprise, it is advisable to perform thorough market analysis and draw up an inventory of well-liked wines available in the market. This can contain finding out the massive and small market gamers for a greater understanding of the wine market. Conduct a radical competitor evaluation of present on-line platforms to get an thought of the processes adopted by them and to zero in on parts that can make it easier to differentiate your on-line wine retailer.

  • Select the wines you wish to promote

The next move will probably be to pick out the wines that you just want to supply, inventory, and promote. You may 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 more likely to go for branded wines, stocking well-regarded manufacturers will contribute on to increased gross sales and margins. However it could actually additionally make sense to supply uncommon, hard-to-find wines, as they will entice extra opinionated aficionados. Though choosing the wines to promote based mostly on present market developments is an efficient place to start out, additionally it is a good suggestion to decide on a distinct segment to focus on a selected sort of shopper base after which develop from there. For instance, you possibly can supply wines that focus on a selected worth level, or promote wines created from fruits apart from grapes.

Earlier than you place your wine choices on-line, it’s important to determine a dependable supply on your stock. You may both select a wholesaler or turn into a dropshipper by choosing a provider that delivers your merchandise to clients instantly.

For those who resolve to go the wholesaler route, ensure you have tie-ups with a number of wholesalers, and construct wholesome relationships with them. Shut and lasting partnerships with wholesalers are a good way to make sure which you can all the time buy wine in bulk at cheap costs.

As mentioned above, you may as well 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 approach as customers. You may also 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 individual wine, sourcing wine from third-party suppliers, dropshipping or aggregating wines, your alternative of the enterprise mannequin will issue closely into drafting your marketing strategy. When you’ve discovered what you are promoting mannequin, studied the market and chosen your suppliers, it is best to have many of the info at hand to create a complete marketing strategy with the assistance of the sources listed under.

2. Establishing your individual on-line wine retailer

As with every ecommerce enterprise, the steps to arrange your individual retailer isn’t any completely different for promoting wine on-line. Beneath is a guidelines of steps and an inventory of sources to information you thru the method.

  • Develop a particular model

In a aggressive market such because the wine enterprise, creating a model that stands out from the remainder is crucial 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 what you are promoting mannequin is a unique one, be cognizant of the worth you present to your clients and work that into the event of your model. If you’re a platform aggregating choose wines, curation could be the worth you present. If you’re a wine supply utility, 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 important. Understanding your buyer persona will make it easier to zero in on the design sensibilities which can be probably to attraction to your audience. There are a selection of ecommerce web site builders to select from and Shopify has an in depth library of ready-to-use themes and templates you possibly can customise and apply to your retailer. Alternatively, get in contact with Shopify Consultants that will help 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 may 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 will probably be key in main your retailer guests to the wine they want.

  • Arrange funds and logistics

These are just a few mandatory steps to make your retailer ecommerce-ready. All of the laborious work executed to entice your buyer to make a purchase order lastly bears fruit with a glitch-free on-line cost gateway, and dependable transport and fulfilment. As soon as the journey is accomplished to the shopper’s delight, they are going to be greater than more likely to return to your wine retailer time and again.

Together with your on-line wine retailer up and operating, the one factor left to do is to attract your clients to it. Nicely, it’s not so simple as it sounds. However the subsequent part ought to make it easier 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 contains small native wine outlets, massive 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 clients, but in addition for retaining outdated ones and preserving them returning to your retailer. Listed below are just a few useful methods to maximise your probabilities of success:

  • Apply web optimization (Search Engine Optimisation) methods to your retailer

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

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

Right here is a newbie’s information to ecommerce web optimization to get you began.

  • Refine your on-line advertising

Your market analysis ought to make it easier to establish the place your clients are more likely to be concentrated, what their demographic profiles are, what their spending patterns are like, and far 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 components, seasonal components, in addition to geographical components.

You may enhance your on-line advertising budgets and supply reductions throughout instances when purchases of wine are extra doubtless, equivalent to when festivals or particular occasions are across the nook. You may also localise your on-line advertising efforts to areas the place your potential clients’ density is excessive, as a way to compete with brick-and-mortar wine shops.

  • Create offline engagements

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

You could possibly arrange pop-up outlets on your wine model in a locality the place lots of your potential clients are more likely to be. This could possibly be for just a few days, and even over a weekend if a pageant is happening. You could possibly create wine-tasting occasions on your model, and even companion with present occasions like music festivals or stand-up comedy exhibits. Along with these, you might 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 present clients get to have interaction together with your model.

Sustaining social media profiles or pages on your model requires you to publish regularly to remain on the prime of your clients’ 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, you will need to just be sure you don’t come off as too sales-y. The very best manufacturers on social media publish content material that’s informative, helpful, entertaining, and related. One other factor to notice is to all the time keep true to your model persona in these interactions.

As well as, given the authorized labyrinth that wine sellers should navigate anyway, it is perhaps a good suggestion to go the additional mile and embody disclaimers or advisories urging authorized compliance in your retailer and social media pages. As an illustration, you might have all guests to your retailer be greeted by a pop-up that asks them to substantiate 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 have to be of authorized ingesting age to observe.

If in case you have a Shopify retailer, you possibly can combine it together with your social media pages, enabling you to promote instantly on these platforms. As an illustration, 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 may be managed simply utilizing a number of the nifty social media apps that may be built-in into your Shopify retailer.

  • Personalise the shopper expertise and reward loyalty

Ecommerce manufacturers routinely incentivise new clients 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 possibly can then personalise their on-line retailer expertise by location, by suggestions based mostly on their buy historical past and so on.

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 chance of conversions. As well as, you might attain out to clients on their birthdays, anniversaries, and comparable events, when they’re probably to purchase wine out of your retailer.

You could possibly additionally improve buyer retention with privileged memberships that give clients particular affords, free supply, precedence for attempting out new wines, and so on. for a small charge. It additionally makes it simpler to reward repeated purchases with reductions and goodies.

  • Incentivise evaluations and referrals

One of many oldest advertising strategies is phrase of mouth, i.e. getting your clients to speak about your product with individuals of their community and drive consciousness. For any shopper, a suggestion from a pal is more likely 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 worldwide respondents belief suggestions from individuals they know greater than some other channel. Herein lies an ideal alternative to leverage the social interactions inherent to the tradition of consuming wine. In the case of 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 assessment of any of your wines, they are going to be extra doubtless to take action. Clients can be incentivised to share their expertise on their social media channels with a catchy hashtag.

Equally, an present buyer may be given a reduction for each new buyer they carry to you, within the type of a referral coupon. This works greatest when the brand new buyer additionally will get a reduction coupon upon signing up.

  • Use different ecommerce advertising methods

The listing of selling methods talked about above is under no circumstances exhaustive. Most advertising strategies used to promote merchandise on ecommerce web sites, can simply be utilized to promoting wine on-line. To be taught extra, you could delve deeper into the topic of ecommerce advertising. Nonetheless, just a few generally used methods are listed under.

To market your on-line wine enterprise it is best to embody a mixture of lots of the approaches listed above. Your funds will undoubtedly be an necessary consideration. For those who’re utilizing Shopify, there are a selection of advertising apps you possibly can combine together with your retailer that will help 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 an internet 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 in addition for gifting functions. To make last-mile deliveries as environment friendly as potential, they leverage their Shopify on-line retailer to companion with a number of native retailers and supply firms. 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 clients pan India, managing its personal transport and fulfilment to enhance its gross sales from distribution throughout retail shops.


Supply: Wine Park

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

online wine store

Supply: Dwelling Liquidz

With its stock of over 1,500 manufacturers from India and internationally, Dwelling Liquidz has one of many largest picks 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 by 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, in contrast to the case for different items, the value of alcohol performs a much less necessary position in figuring out the demand for it. So as to add to this, an growing 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 introduced with an unprecedented alternative to take their relationship with their customers to the subsequent degree by ecommerce. Would-be new gamers also can faucet into this chance, so in the event you’re seeking to enter this market, this definitely appears to be like like a good time to get began. 


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

The price of creating a wine supply app depends upon a number of components just like the platform, design, options, and required upkeep, amongst different components. In response to this breakdown of what it could actually 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’s not 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 may promote wine on-line in India even in the event 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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