Nashik based
Mercury Winery is bringing out its Aryaa, Ex and Mex
range of wines with a product launch at Hotel Hilton
Roof top Mumbai. The 35,000 sq feet winery is located
in Ozer village, on Mumbai Agra highway.
 Priced
between Rs.425 ($10.5) and Rs.500 ($12.50) plus VAT,
the range consists of the staple Nashik varietal fare,
Cabernet Sauvignon, Shiraz, Chenin and Sauvignon Blanc.
Equivalent of 180,000 bottles have been fermented
in its maiden vintage, with 2000 cases in the bottle.
They are already talking to Big Bazaar, Narang Hospitality
for marketing the labels, according to Ajay Chaubal,
the Marketing Manager.
An interesting aspect is that following
the direction set by UB, the BigB (Big Brother) where
UB is already planning exports before bringing out
the wine in the domestic market, Mercury plans to
export 60% of its products in the very first year
itself. ' We plan to target UK, Dubai, CIS countries
and Sri Lanka where the samples have been sent and
we expect the orders soon,' adds Ajay who has years
of international marketing experience.
The winery is owned by Mumbai based
finance specialist- Viral Pancholia who is in a tearing
hurry to march ahead and grab a bigger piece of the
pie. In an interview with delWine, Pancholia said,
'We had started the winery construction in September,
2005 and we are ready with our wines, even though
we had no previous experience of wines or wine making.'
 The
Ex label concentrates on Shiraz while the Mex will
be doling out a Rose. It is interesting to note that
this wine will blush with the aid of Shiraz and Chenin-
a combo of red and white grapes, a rare combination,
not even permitted in most of the appellations in
the world-especially the Old World, barring a few
small regions in France.
'The prices will also not be a factor
in determining the label as there will be an overlap
of prices,' says Viral. The labels are vibrant and
attractive. The labels will be sold by identifying
the customer profile.'
The image is being created to sell
in the duty free circuit as well. 'Even the launch
at the Hotel Hilton tonight will have corporates,
well known industrialists and businessmen,' concludes
Viral, assuring us that the wine will be in Delhi
too next year.
Subhash Arora
January 14, 2008
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