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

With folks spending an growing period of time within the confines of their dwelling over the previous 12 months or so, wine companies have been compelled to search for new methods to succeed in their prospects. 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 on account of a basic malaise born out of decreased mobility in the course of the pandemic or an unprecedented work-life imbalance, the very fact is that the demand for liquors and wines has been going up. Certainly, India is likely one of the fastest-growing alcoholic beverage markets on the planet, and this market is anticipated to develop at 6.8% yearly till 2023. For present wine retailers and people seeking to enter this area, 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 recognized 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 customers 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 out there. 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 precise time to money in on the massive potential of the wine market in India. In keeping with 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 via advanced 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 completely different from promoting groceries or trend merchandise on-line. Wine retailer house owners should navigate their means via 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 customers (DTC), whereas in others, customers should accept over-the-counter purchases. For instance, Karnataka, Orissa, and Punjab enable the net sale and supply of alcohol. In Delhi, specifically, the excise guidelines have been amended to accommodate the net sale of wine.

As of June 2021, the next cities/states enable 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 final steps you might want 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, similar to the kind of liquor, premises for enterprise, kind of licence, and background particulars.
  4. Submit the shape together with the mandatory supporting paperwork to the related authority.
  5. Pay the required utility payment on the time of submission.
  6. The state authority will confirm all the small print submitted, and would possibly request you present extra info if wanted.
  7. After verification, you’ll obtain a discover at your handle with the small print of your licence.

A wine store licence is issued for one 12 months, after which it have to be renewed through a renewal utility. Additionally, it needs to 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, you might want to determine what kind of enterprise mannequin you need to undertake. Whenever 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 an internet site, there are three most important enterprise fashions.

  • Promoting your personal wine
  • Sourcing your wine from third events
  • Turning 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 will not be an issue on this mannequin, your main job can be to arrange a web-based portal the place customers should buy your wine. The largest good thing about this enterprise mannequin is that you simply gained’t be sharing your earnings with anybody else.

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

You may rent an internet site developer to create a web-based retailer for you, or you might construct your personal 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 straight.

You may also increase your retailer’s functionalities utilizing numerous apps. For example, you possibly can arrange a devoted chatbot in your retailer, similar to Tidio, to assist your customers discover precisely what they’re on the lookout for. Or you might enable your prospects to talk 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’ll be able to construct your personal stock of high-end and customary wines primarily based on market traits with a view to promote them on-line.

Since this mannequin successfully makes you a web-based wine retailer, you possibly can supply your wine from wholesalers. You’ll must get in contact with wine merchants for the perfect offers, or straight supply the wine from established wineries. In each instances, you will have to determine a sturdy procurement community that may 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 fee. It’s best to word that in some states, the utmost retail worth of a liquor model could also be capped by the excise division, which can mechanically cap your margins as effectively.

  • Turning into a wine aggregator

In case you are not concerned with producing your personal wine or having your personal stock of wines, this mannequin is for you. On this mannequin, your most important product can be a wine aggregation platform, fairly than wine itself. In different phrases, you’ll function a platform that may function an middleman between wine customers and firms that really make or resell wine. Most of your income in such a situation will sometimes come from the fee that you simply’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 supply service provider accounts to wine sellers and checklist 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 a web-based wine platform. Furthermore, you can even generate income by promoting commercial area in your web site to potential wine sellers.

Do understand that no matter which of those three fashions you determine to go along with, you can even increase your per-order margin with premium memberships and offers you can promote for a hard and fast annual or month-to-month payment.

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 increased than that restrict, as it would save them the hassle 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 net 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 consumers who want to buy wine, and in addition to allow high quality and uncommon wines to be traded and offered.

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 personal on-line wine retailer
  3. Advertising your on-line wine retailer

Let’s discover every in larger 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

In case you are a wine fanatic who’s simply getting into this enterprise, you might want to perform thorough market analysis and draw up a listing of widespread wines out there. This may contain finding out the massive and small market gamers for a greater understanding of the wine market. Conduct an intensive competitor evaluation of present on-line platforms to get an thought of the processes adopted by them and to zero in on components that may show you how to differentiate your on-line wine retailer.

  • Select the wines you need to promote

The next step can be to pick out the wines that you simply want to supply, inventory, and promote. You’ll be able to inventory wines by main manufacturers out there, and even faucet into lesser-known artisanal wine creations and supply them in your retailer.

Given that customers 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’ll entice extra opinionated aficionados. Though deciding on the wines to promote primarily based on present market traits is an effective place to begin, it is usually a good suggestion to decide on a distinct segment to focus on a particular form of client base after which increase from there. For instance, you possibly can supply wines that concentrate on a particular worth level, or promote wines comprised of fruits aside from grapes.

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

For those who determine 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 an effective way to make sure you can all the time buy wine in bulk at affordable costs.

As mentioned above, you can even 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 means as customers. You may also accomplice up with prime 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’re 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 found out your enterprise 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 beneath.

2. Establishing your personal on-line wine retailer

As with every ecommerce enterprise, the steps to arrange your personal retailer isn’t any completely different for promoting wine on-line. Under 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 vital 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 your enterprise 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 will be the worth you present. In case you are 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 show you how to zero in on the design sensibilities which might be more than likely to enchantment to your audience. There are a variety 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 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 can be key in main your retailer guests to the wine they need.

  • Arrange funds and logistics

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

Along with your on-line wine retailer up and operating, the one factor left to do is to attract your prospects to it. Nicely, it’s not so simple as it sounds. However the subsequent part ought to show you how to break it down into actionable steps to market your retailer.

3. Advertising your on-line wine retailer

The wine enterprise is a crowded market that contains small native wine retailers, 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 retaining them returning to your retailer. Listed here are just a few useful methods to maximise your possibilities of success:

  • Apply search engine optimisation (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 constructing a purchase order. Enhancing the search engine optimisation 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 larger visitors in your on-line retailer and improved discoverability.

Right here is a newbie’s information to ecommerce search engine optimisation to get you began.

  • Refine your on-line advertising

Your market analysis ought to show you how to establish the place your prospects are more likely to be concentrated, what their demographic profiles are, what their spending patterns are like, and way 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 offer you a various set of goal standards that you should use to your benefit. Tailor your on-line advertising to focus on for buyer profile elements, seasonal elements, in addition to geographical elements.

You’ll be able to enhance your on-line advertising budgets and supply reductions throughout instances when purchases of wine are extra possible, similar 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 prospects’ density is excessive, with a view to compete with brick-and-mortar wine shops.

  • Create offline engagements

Despite the fact that your final goal is to promote wine on-line, there are great benefits to constructing an offline presence as effectively. This doesn’t, nevertheless, imply that you might want to keep an offline brick-and-mortar retailer.

You may arrange pop-up retailers to your wine model in a locality the place a lot of your potential prospects are more likely to be. This could possibly be for just a few days, and even over a weekend if a competition is happening. You may create wine-tasting occasions to your model, and even accomplice 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 may get you some native press protection too. All of which might go a great distance in 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 prospects get to interact along with your model.

Sustaining social media profiles or pages to your model requires you to publish often to remain on the prime of your prospects’ minds. Look upon this as a possibility to tell your followers about updates, provides, and reductions, and to drive visitors to your on-line retailer.

Nevertheless, it is very important just remember to don’t come off as too sales-y. The most effective 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 likely to be a good suggestion to go the additional mile and embrace disclaimers or advisories urging authorized compliance in your retailer and social media pages. For example, 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 consuming age for his or her state. Moreover, the bio in your socials may point out that one have to be of authorized consuming age to comply with.

You probably have a Shopify retailer, you possibly can combine it along with your social media pages, enabling you to promote straight on these platforms. For example, the Fb Channel app on Shopify units you as much as promote straight on Fb and Instagram. In actual fact, even content material creation and advertising for social media might be managed simply utilizing a number of the nifty social media apps that may be built-in into your Shopify retailer.

  • Personalise the client expertise and reward loyalty

Ecommerce manufacturers routinely incentivise new prospects with methods like low cost coupons and provides 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 primarily based on their buy historical past and so forth.

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 prospects on their birthdays, anniversaries, and related events, when they’re more than likely to purchase wine out of your retailer.

You may additionally improve buyer retention with privileged memberships that give prospects particular provides, free supply, precedence for attempting out new wines, and so forth. for a small payment. 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 folks of their community and drive consciousness. For any client, a suggestion from a pal is more likely to be extra reliable than a direct commercial from the model.

In keeping with the International Belief in Promoting Survey 2021 by Nielsen, 88% of worldwide respondents belief suggestions from folks they know greater than every other channel. Herein lies an excellent alternative to leverage the social interactions inherent to the tradition of consuming wine. On the subject 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 evaluate of any of your wines, they are going to be extra possible to take action. Clients will also be incentivised to share their expertise on their social media channels with a catchy hashtag.

Equally, an present 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 checklist of promoting methods talked about above is certainly not 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 will need to delve deeper into the topic of ecommerce advertising. Nevertheless, just a few generally used methods are listed beneath.

To market your on-line wine enterprise it is best to embrace a mixture of most of the approaches listed above. Your price range will undoubtedly be an necessary consideration. For those who’re utilizing Shopify, there are a selection of advertising apps you possibly can combine along 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 might be appropriate not only for last-minute BYOB events but in addition for gifting functions. To make last-mile deliveries as environment friendly as doable, 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 effectively.

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 beautiful on-line retailer powered by Shopify, the model now sells on to its prospects pan India, managing its personal delivery and fulfilment to reinforce 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’ rankings 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 picks of wine on-line, catering to a variety of tastes and preferences. What started as quite a few brick and mortar retail shops, they now take orders on-line via their very own app, for deliveries in Mumbai, Navi Mumbai, Thane, and Palghar. In addition 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 function 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 surprising silver lining to the disruption brought on by the various lockdowns.

On this situation, wine companies have been offered with an unprecedented alternative to take their relationship with their customers to the following degree via ecommerce. Would-be new gamers may faucet into this chance, so if you happen to’re seeking to enter this market, this definitely seems to be 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 elements just like the platform, design, options, and required upkeep, amongst different elements. In keeping with 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 isn’t unlawful to promote wine on-line in India. Nevertheless, each state has its personal laws and insurance policies concerning the sale and supply of wines. Relying on the state you’re 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 enable 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 straight from vineyards and wine-makers.

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