Wine ecommerce: The way to promote wine on-line in India (2023)

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With individuals spending an rising period of time within the confines of their house 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 large potential to maneuver away from the in-store pickup mannequin and to promote wine on-line.

Whether or not attributable to a normal malaise born out of lowered mobility throughout 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 without doubt one of the fastest-growing alcoholic beverage markets on this planet, and this market is anticipated to develop at 6.8% yearly till 2023. For current wine retailers and people trying to enter this house, this represents a possibility to harness the potential of smartphones and expertise to fulfill 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 probably the most 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 in a position to bounce again as quickly as liquor shops reopened, with Indian shoppers 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 may thrive available in the market. The flexibility 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 wish to set up a wine enterprise, that is the correct time to money in on the massive potential of the wine market in India. In response to sure reviews, the wine market in India is anticipated to develop by USD 274 million (round INR 2,000 crore) over the following 5 years.

Having mentioned this, establishing a wine enterprise in India has all the time required leaping by way of 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 may be very totally different from promoting groceries or style merchandise on-line. Wine retailer house owners must navigate their manner by way of 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 shoppers (DTC), whereas in others, shoppers must 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. The way 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 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 software type.
  3. Duly fill the shape with the required particulars, corresponding to the kind of liquor, premises for enterprise, sort of licence, and background particulars.
  4. Submit the shape together with the required supporting paperwork to the related authority.
  5. Pay the required software price on the time of submission.
  6. The state authority will confirm all the main points submitted, and may request you present extra info if wanted.
  7. After verification, you’ll obtain a discover at your tackle with the main points of your licence.

A wine store licence is issued for one yr, after which it should be renewed by way of a renewal software. 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

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

  • Promoting your personal 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 finest for you. Since sourcing the wine is just not an issue on this mannequin, your major job will probably be to arrange a web based portal the place shoppers can purchase your wine. The largest good thing about this enterprise mannequin is that you just gained’t be sharing your income with anybody else.

On this mannequin, your major income would be the sale of your wine itself. You can too cost a nominal supply price for house supply providers.

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

You can too increase your retailer’s functionalities utilizing numerous apps. As an example, you may arrange a devoted chatbot in your retailer, corresponding to Tidio, to assist your shoppers discover precisely what they’re in search of. Or you may 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

For those who don’t produce any wine your self, you’ll must supply it from a provider. You’ll be able to construct your personal stock of high-end and commonplace wines primarily based on market developments with the intention 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 one of the best offers, or instantly supply the wine from established wineries. In each circumstances, you’ll need to ascertain a strong procurement community that may guarantee a steady provide of wines, which in flip will help you set up your self as a dependable on-line wine retailer.

With this mannequin, your major supply of revenue would be the margin you set on high of the wholesaler’s price. You must 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.

  • Changing into a wine aggregator

In case you are not desirous about producing your personal wine or having your personal stock of wines, this mannequin is for you. On this mannequin, your primary product will probably be a wine aggregation platform, fairly than wine itself. In different phrases, you’ll function a platform that may function an middleman between wine shoppers and corporations 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 personal web site and app. You’ll be able to then provide 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 help you construct a optimistic model picture as a web based wine platform. Furthermore, you too can 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 together with, you too can increase your per-order margin with premium memberships and offers that you would be able to promote for a hard and fast annual or month-to-month price.

Lastly, a normal advertising technique you should use to spice up gross sales no matter your mannequin is to supply free supply for purchases above a sure restrict. This may encourage prospects to rack up order totals larger than that restrict, as it’s going to save them the hassle of visiting your retailer in particular person.

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

Ecommerce is an avenue with exponential progress potential, given the power it creates for each enterprise in addition to shoppers. The net wine market additionally has large potential, on condition 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 in addition to allow effective 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 elements:

  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 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 among the steps you need to take.

  • Conduct detailed market analysis

In case you are a wine fanatic who’s simply coming into this enterprise, it’s essential to perform thorough market analysis and draw up a listing of in style wines available in the market. This may contain finding out the large 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 components that may aid you differentiate your on-line wine retailer.

  • Select the wines you need to promote

The next step will probably be to pick the wines that you just want to supply, inventory, and promote. You’ll be able to inventory wines by main manufacturers available in the market, and even faucet into lesser-known artisanal wine creations and provide them in your retailer.

Given that buyers are prone to go for branded wines, stocking well-regarded manufacturers will contribute on to larger gross sales and margins. However it may possibly additionally make sense to supply uncommon, hard-to-find wines, as they will entice extra opinionated aficionados. Though deciding on the wines to promote primarily based on current 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 particular type of client base after which increase from there. For instance, you may provide wines that concentrate on a particular worth level, or promote wines produced from fruits apart from grapes.

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

For those who resolve to go the wholesaler route, be sure to 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 that you would be able to all the time buy wine in bulk at cheap costs.

As mentioned above, you too can 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 shoppers. You can too accomplice up with high wine manufacturers by showcasing the scope of on-line wine gross sales and the potential for added income for giant gamers.

Whether or not you might be producing and promoting your personal 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 your corporation mannequin, studied the market and chosen your suppliers, you need to have many 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 is not 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, creating a model that stands out from the remainder is essential to your success. Particularly so in case you are a wine maker or a personallabel product, as a result of wine is a subjective expertise and the way your model is perceived will affect that subjectivity.

If your corporation mannequin is a special 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 stands out as 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 important. Understanding your buyer persona will aid you zero in on the design sensibilities which can be most probably to enchantment to your audience. There are a variety of ecommerce web site builders to select from and Shopify has an intensive library of ready-to-use themes and templates you may customise and apply to your retailer. Alternatively, get in contact with Shopify Consultants 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 could have an outsized impact in your conversions. No surprise 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 need.

  • Arrange funds and logistics

These are just a few crucial steps to make your retailer ecommerce-ready. All of the exhausting work carried out to entice your buyer to make a purchase order lastly bears fruit with a glitch-free on-line fee gateway, and dependable delivery and fulfilment. As soon as the journey is accomplished to the shopper’s delight, they are going to be greater than prone 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 prospects to it. Properly, it’s not so simple as it sounds. However the subsequent part ought to aid you 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 combating probability, your wine enterprise must seize consideration and stand out. That is true not only for gaining new prospects, but in addition for retaining previous ones and preserving them returning to your retailer. Listed here are just a few useful methods to maximise your possibilities of success:

  • Apply website positioning (Search Engine Optimisation) strategies to your retailer

When you’ve created your on-line retailer, it’s a necessity 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 website positioning 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 higher visitors in your on-line retailer and improved discoverability.

Right here is a newbie’s information to ecommerce website positioning to get you began.

  • Refine your on-line advertising

Your market analysis ought to aid you establish the place your prospects are prone to be concentrated, what their demographic profiles are, what their spending patterns are like, and rather 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 use to your benefit. Tailor your on-line advertising to focus on for buyer profile components, seasonal components, in addition to geographical components.

You’ll be able to enhance your on-line advertising budgets and provide reductions throughout instances when purchases of wine are extra probably, corresponding to when festivals or particular occasions are across the nook. You can too localise your on-line advertising efforts to areas the place your potential prospects’ density is excessive, with the intention 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, nevertheless, imply that it’s essential to keep an offline brick-and-mortar retailer.

You would arrange pop-up outlets on your wine model in a locality the place lots of your potential prospects are prone to be. This might be for just a few days, and even over a weekend if a pageant is occurring. You would create wine-tasting occasions on your model, and even accomplice with current occasions like music festivals or stand-up comedy exhibits. Along with these, you may market and promote winery excursions and associated experiences.

Offline engagements not solely improve your word-of-mouth publicity, however may 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 an important requirement for many manufacturers that promote on-line. Social media platforms are the place your potential and current prospects get to interact together with your model.

Sustaining social media profiles or pages on your model requires you to submit often to remain on the high 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, you will need to just be sure you don’t come off as too sales-y. The perfect manufacturers on social media submit 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 must 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 may 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 may point out that one should be of authorized ingesting age to comply with.

If in case you 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. Actually, even content material creation and advertising for social media might be managed simply utilizing among 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 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 primarily based 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 may attain out to prospects on their birthdays, anniversaries, and comparable events, when they’re most probably 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 price. 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 buddy is prone to be extra reliable than a direct commercial from the model.

In response to the International Belief in Promoting Survey 2021 by Nielsen, 88% of worldwide respondents belief suggestions from individuals they know greater than another channel. Herein lies an awesome alternative to leverage the social interactions inherent to the tradition of consuming wine. With regards 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 probably to take action. Clients may 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 create 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 listing of selling 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, you will need to delve deeper into the topic of ecommerce advertising. Nonetheless, just a few generally used methods are listed beneath.

To market your on-line wine enterprise you need to embrace a mixture of lots of the approaches listed above. Your finances will undoubtedly be an essential consideration. For those who’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 in addition for gifting functions. To make last-mile deliveries as environment friendly as attainable, they leverage their Shopify on-line retailer to accomplice 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 prospects pan India, managing its personal delivery and fulfilment to enhance 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 also be given wine tasting notes and critics’ scores that can assist you make a extra knowledgeable alternative. They make deliveries throughout Mumbai, with free delivery on orders of above Rs 3,000.

online wine store

Supply: Dwelling Liquidz

With its stock of over 1,500 manufacturers from India and the world over, Dwelling Liquidz has one of many largest choices of wine on-line, catering to a variety of tastes and preferences. What started as plenty of brick and mortar retail shops, they now take orders on-line by way of their very own app, for deliveries in Mumbai, Navi Mumbai, Thane, and Palghar. Additionally they have a number of house 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 essential position in figuring out the demand for it. So as to add to this, an rising variety of shoppers are utilizing ecommerce to purchase merchandise, together with wine ­– an sudden silver lining to the disruption brought on by the numerous lockdowns.

On this state of affairs, wine companies have been offered with an unprecedented alternative to take their relationship with their shoppers to the following stage by way of ecommerce. Would-be new gamers can even faucet into this chance, so if you happen to’re trying to enter this market, this actually seems 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 may possibly value to develop an app, you’ll in all probability must 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 have got obtained all the required 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’ll be able to promote wine on-line in India even if you happen to 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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