Moet-Hennessy has launched a new line of sparkling wine grown and produced in India in a bid to create a new “consumption culture” among young, affluent and sophisticated Indians.
The French wines and spirits house is launching an aggressive marketing campaign for ‘Chandon Nashik’ in a country where wine consumption is still low and the potential for growth very high, said Mark Bedingham of Moet-Hennessy Asia Pacific, in an interview with Harpers.co.uk.
Produced in the Nashik region of western India, the home-grown bubbly benefits from the drier, more moderate temperatures of the area which is located inland and at a higher altitude, he told the publication.
The Chandon Brut is a mix of Chenin Blanc, Chardonnay and Pinot Noir and is described as having a fresh aroma and “subtle complexity.” The Rosé, made from Shiraz, is ripe with red fruit aromas and a full flavoured palate.
The luxury brand’s marketing strategy, meanwhile, is to catch both the demographic and the wine market while they’re still young. That means engendering brand loyalty among young, cosmopolitan and social Indian consumers while the wine-sipping culture is just beginning to find its feet.
Chandon Nashik India is rolling out in wine shops, restaurants, bars, hotels and nightclubs across the country