Australian Wine | Ambrosia India

For over 180 years, Penfolds has been at the forefront of Australian winemaking, known globally for its pioneering spirit, craftsmanship, and commitment to quality. Established in 1844, the brand has built a reputation for creating highly regarded collectible wines, underpinned by its distinctive philosophy of multi-vineyard, multi-regional blending. Yodissen Mootoosamy, General Manager, Penfolds Global Sales outlines Penfolds strategy for the Indian market.

Yodissen Mootoosamy, General Manager, Penfolds

What kind of presence does Penfolds have in India?

Our key focus markets in India include Mumbai, Delhi, Bangalore, Haryana and Rajasthan. In addition to these markets, we are also actively expanding into high-potential regions such as Pune, as part of our broader strategy to strengthen Penfolds’ presence across India and drive market penetration. Additionally, our wines are also available in Uttar Pradesh, Tamil Nadu, Chandigarh and Uttarakhand.

What are the wines available in India?

Penfolds current portfolio in India includes our Koonunga Hill range, Bin offerings such as Bin 2 Shiraz Mataro, Bin 28 Shiraz, Bin 128 Coonawarra Shiraz, Bin 389 Cabernet Shiraz and Bin 407 Cabernet Sauvignon. The portfolio is thoughtfully selected based on key considerations such as consumer demand, pricing strategy and value chain alignment, ensuring we deliver both quality and accessibility for Indian wine consumers.

This selection is especially relevant in light of the growing premiumisation trend in India—66% of consumers report buying more premium wines than before, with 58% saying they are purchasing more high-end wine. Coupled with the increased consumption of wine during celebrations or special occasions, this presents a unique opportunity for Penfolds to offer elevated experiences that resonate with evolving consumer preferences.

What is your narrative for Penfolds wines in India?

With growing interest in global wine culture among Indian consumers, there is a unique opportunity to bring the story of Australian wine to a broader Indian audience. At Penfolds, we see education and storytelling as fundamental to building a lasting connection with the new generation of Indian wine enthusiasts—many of whom are just beginning to explore the world of global wine culture. We do this by bringing the Penfolds story to life from our rich 180 year plus winemaking legacy in Australia to our global collection that now includes wine from the U.S.A, France and China.

We conduct immersive and curated tasting sessions, masterclasses, and interactive events that go beyond the technicalities of wine and focus on its experience such as what it feels like to discover a new varietal, how wine can elevate local cuisine and the stories behind icons like Penfolds Grange. These activations are designed not only for connoisseurs, but also for curious first-time drinkers who are eager to learn, explore and connect with wine in a way that feels authentic and aligned with their lifestyle.

We also embrace India’s vibrant calendar of celebrations and gifting traditions by offering festive

packaging that elevates the experience of gifting wine. We introduced our limited-edition Bin 389 Cabernet Shiraz and Bin 2 Shiraz Mataro gift packs in India this year, both of which are thoughtfully designed to capture the warmth and richness of festive celebrations, featuring textured finishes and a refined palette of deep red and gold accents.

Beyond aesthetics, these packages are thoughtfully designed to make premium wine an aspirational yet approachable gift for weddings, Diwali, and other celebrations. By aligning with local customs and the importance of gifting in Indian culture, we position Penfolds as more than a bottle of wine—it becomes a meaningful gesture of sophistication and celebration. This approach allows us to tap into the emotional significance of gifting, creating a strong connection between Penfolds and life’s most memorable moments.

What are the price points for Penfolds wines in India?

Wine pricing in India varies across states due to local regulations and taxes. For example, Penfolds Bin 389 Cabernet Sauvignon Shiraz is priced between `8,320 and `11,800, while Bin 2 Shiraz Mataro ranges from `3,230 to `5,500.

We recognise that India’s alcobev market is highly state-driven, and our strategy reflects this complexity. By working closely with local partners and distributors, we aim to make Penfolds available in key metropolitan hubs and emerging wine markets, ensuring that enthusiasts and first-time buyers alike can experience our wines.

How do you plan to promote Penfolds wines in India?

India’s alcobev market is evolving, driven by millennials and Gen Z who are curious, experience- driven, and increasingly open to exploring premium wine as a lifestyle choice. At Penfolds, we see this as an opportunity to go beyond traditional marketing and create authentic, aspirational experiences that resonate with this new generation of consumers. We’ve been making strategic investments to connect with these consumers in meaningful and culturally relevant ways.

Through initiatives such as our culture-led limited-edition releases, and immersive wine tasting experiences, we’re redefining how consumers engage with wine. By blending elements of art, music, and storytelling, we aim to create memorable, multi-sensory experiences that go far beyond the traditional tasting, fostering a deeper, more emotional connection with the Penfolds brand.

We recognise that building awareness and aspiration around premium wines requires more than just availability—it requires education, experience, and engagement. Our strategy focuses on three key pillars:

Storytelling and Education: We aim to share the rich history and craftsmanship behind our wine through curated tastings, wine education programmes, and partnerships with sommeliers, wine influencers and content creators in India.

Experiential Marketing: We’re bringing the Penfolds experience directly to consumers through luxury retail placements, fine dining collaborations, exclusive tasting events and bar takeovers.

Tailored Portfolio: While we remain committed to showcasing our flagship wines like Penfolds Grange, we also offer a diverse portfolio that includes wines across various price points, ensuring accessibility while maintaining the distinct craftsmanship and quality Penfolds is known for.

Our focus is not just on selling wine, but on creating aspirational touchpoints that make wine more approachable, relevant, and desirable for a new wave of Indian consumers.

How is Penfolds faring worldwide?

Penfolds continues to resonate with consumers through innovation and cultural relevance. Initiatives such as our From Penfolds to the World pop-up and retail placements, limited-edition packaging and immersive tasting experiences like Transcend have reinforced brand equity, cementing Penfolds as a benchmark of excellence in the luxury wine category.

Which country is your major market?

Understandably, Penfolds resonates strongly in our home market in Australia, however Asia is a significant growth engine for the brand.

Within Asia, India stands out as a market with strong potential and promising long-term growth. While it’s still relatively young compared to more mature wine markets, the premium wine segment is at a very exciting inflection point, and the pace of evolution is remarkable. We’re seeing a growing base of urban, globally connected consumers who are not only willing to explore premium wines, but are also actively seeking authenticity, craftsmanship, and brand stories that resonate with their lifestyle.

India and Australia have maintained a cordial relationship for many years, with bilateral trade between the two nations valued at $27.5 billion in 2021. The Economic Cooperation and Trade Agreement (ECTA) signed earlier this year has seen both nations looking to boost bilateral trade to as much as $45 billion by 2027. As Australia’s 9th largest trading partner, with a share of 43% of all wines imported from the Pacific region, stakeholders in the wine sector are now looking for avenues to introduce more premium Australian wines into the country.

Mr. John Southwell, Trade and Investment Commissioner and Consul, Australian Trade and Investment Commission (Austrade)

The recent lunch hosted by Austrade and Wine Australia at the Australian High Commission in India was the latest in a series of efforts to showcase the best of premium Australian wines to Indians. The lunch came as part of the Australian-Indian Business Mission 2022, featuring insightful interactions between crucial stakeholders, including Sarah Roberts, Regional Manager Asia Pacific, Wine Australia; John Southwell, Trade and Investment Commissioner for Agribusiness, Food and Beverage, Austrade, as well as wineries and other crucial stakeholders.

At the event, premium brands such as the Three Lions Cabernet Merlot, D’arenberg Stump Shiraz, Brown 1889 Chardonnay, and Shaw Smith Sauv Blanc were served. The aim was to showcase how these wines can become a household staple in homes because of their unique and rich tastes.

Australia’s strategic advantage as an isolated continent surrounded by the ocean lies in the fact that it has a diverse wine ecosystem, with more than 100 grape varieties and legacy vines aged 200 years and beyond because it was able to escape the devastation caused by phylloxera. One of the main highlights of the event was the video presentation by Sarah Roberts wherein she shared details of demographics and the profile of Indian wine drinkers.

Sarah Roberts, Regional Manager – Asia Pacific, Wine Australia

According to Tejaswi Rathore, Director, Communications, Austrade-South Asia, if there is one thing you can’t take away from Australian wine, it is variety and diversity. “Australian wineries work with so much freedom and innovation, resulting in a multiplicity of tastes and profiles. What this means is that each wine serves specific purposes. While the reds, especially the shiraz will go very well with Indian food, the consumer has a freedom to choose what works for him from one particular dish to another. This is why Australian wines are highly rated across the globe,” she says.

However, as much as Australia’s wine scene is diverse, it is not restrictive. There’s a conscious effort to continue to learn and adapt new ideas, knowledge, and technology from all over the world, fusing the experiences, and flavours from microclimates to create a truly rounded wine ecosystem. To adequately satisfy the tastes and cravings of Indian wine consumers and understand the best way to position their brands, a research team was put together to understudy the profile and demographics of Indian wine drinkers, and the result has been helpful in curating choice wines for the identified groups.

“What we need right now is for the ECTA agreement to come into force, so that Indians can gain access to these array of choice wines. Although our main focus is the tier one cities, we hope that every Indian that wishes can have a bottle of our finest wines whenever they please. We’re taking our awareness strategy across the supply chain to enhance visibility. There’s also the advantage of having great value for money without compromising the premium quality that the wine offers,” commented John Southwell, Trade and Investment Commissioner for Agribusiness, Food and Beverage, Austrade.

As the Indian population continues to make wines a part of their daily life, there’s confidence that there will be more Australian quality wines filling the cellars, bars, and cabinets in homes and bars across the nation.

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Penfolds grows exponentially in the Indian market