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Wine ecommerce: Learn how to promote wine on-line in India (2023)

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 clients. 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 basic malaise born out of decreased 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 the planet, and this market is predicted to develop at 6.8% yearly till 2023. For present wine retailers and people seeking to enter this house, this represents a possibility to harness the potential of smartphones and know-how 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 some of the 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 want to set up a wine enterprise, that is the proper time to money in on the large potential of the wine market in India. In line with sure reviews, the wine market in India is predicted to develop by USD 274 million (round INR 2,000 crore) over the following 5 years.

Having stated this, establishing a wine enterprise in India has all the time required leaping by 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. However, when you’ve complied with the varied guidelines and rules, 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 a maze of rules 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. Learn how 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 you might want to take to get a wine store licence.

  1. Go browsing to the State Excise Division’s official web site.
  2. Obtain a Wine Store Licence utility type.
  3. Duly fill the shape with the required particulars, comparable to the kind of liquor, premises for enterprise, sort of licence, and background particulars.
  4. Submit the shape together with the mandatory supporting paperwork to the related authority.
  5. Pay the required utility charge on the time of submission.
  6. The state authority will confirm all the main points submitted, and may request you present further data if wanted.
  7. After verification, you’ll obtain a discover at your handle with the main points of your licence.

A wine store licence is issued for one yr, after which it should be renewed through a renewal utility. 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

In an effort to begin your on-line wine-selling enterprise, you might want to determine what kind of enterprise mannequin you need to undertake. Once 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 major 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.

In case you already personal a vineyard, make wine your self, or personal a wine retailer, this enterprise mannequin will work greatest for you. Since sourcing the wine isn’t an issue on this mannequin, your major job shall be to arrange a web based portal the place shoppers should buy your wine. The most important good thing about this enterprise mannequin is that you simply gained’t be sharing your earnings with anybody else.

On this mannequin, your major income would be the sale of your wine itself. You may also cost a nominal supply charge 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 individual – to order their favorite wines on-line and have them shipped to them instantly.

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

In case you don’t produce any wine your self, you’ll must supply it from a provider. You possibly can construct your personal stock of high-end and customary wines primarily based on market traits to be able 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 must get in contact with wine merchants for one of the best offers, or instantly supply the wine from established wineries. In each circumstances, you have to to ascertain a sturdy procurement community that may guarantee a steady provide of wines, which in flip will let 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 prime of the wholesaler’s fee. It’s best to be aware that in some states, the utmost retail value of a liquor model could also be capped by the excise division, which is able to routinely cap your margins as nicely.

  • Turning into a wine aggregator

If you’re not keen on producing your personal wine or having your personal stock of wines, this mannequin is for you. On this mannequin, your major product shall 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 truly make or resell wine. Most of your income in such a state of affairs will usually 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 possibly can then supply service provider accounts to wine sellers and record out their merchandise, pictures, descriptions, and costs.

Making a state-of-the-art on-line retailer will let you construct a constructive model picture as a web based wine platform. Furthermore, it’s also possible to generate income by promoting commercial house in your web site to potential wine sellers.

Do take into account that no matter which of those three fashions you determine to go together with, it’s also possible to increase your per-order margin with premium memberships and offers you can promote for a set annual or month-to-month charge.

Lastly, a normal advertising and marketing technique you need to use to spice up gross sales no matter your mannequin is to supply free supply for purchases above a sure restrict. This can encourage clients to rack up order totals greater than that restrict, as it’s going to save them the trouble of visiting your retailer in individual.

5. Learn how 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 web 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 consumers who want to buy wine, and likewise to allow high-quality 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. Organising 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 a few of the steps it’s best to take.

  • Conduct detailed market analysis

If you’re 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 available in the market. This can contain finding out the large 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 concept of the processes adopted by them and to zero in on parts that may enable you differentiate your on-line wine retailer.

  • Select the wines you need to promote

The next move shall be to pick the wines that you simply want to supply, inventory, and promote. You possibly can inventory wines by main manufacturers available in the market, and even faucet into lesser-known artisanal wine creations and supply them in your retailer.

Given that buyers are more likely to go for branded wines, stocking well-regarded manufacturers will contribute on to greater gross sales and margins. However it might probably additionally make sense to supply uncommon, hard-to-find wines, as they’ll appeal to extra opinionated aficionados. Though deciding on the wines to promote primarily based on present market traits is an efficient place to begin, it’s also a good suggestion to decide on a distinct segment to focus on a selected form of shopper base after which broaden from there. For instance, you may supply wines that focus on a selected value level, or promote wines constituted of fruits apart from grapes.

Earlier than you place your wine choices on-line, it’s important to ascertain a dependable supply in your stock. You possibly can both select a wholesaler or grow to be a dropshipper by choosing a provider that delivers your merchandise to clients instantly.

In case you determine to go the wholesaler route, be sure you 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 you can all the time buy wine in bulk at affordable costs.

As mentioned above, it’s also possible to 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 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 might be producing and promoting your personal wine, sourcing wine from third-party suppliers, dropshipping or aggregating wines, your selection of the enterprise mannequin will issue closely into drafting your marketing strategy. When you’ve discovered what you are promoting mannequin, studied the market and chosen your suppliers, it’s best to have a lot of the data at hand to create a complete marketing strategy with the assistance of the assets listed beneath.

2. Organising 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. Under is a guidelines of steps and a listing of assets 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 crucial to your success. Particularly so in case you are 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 what you are promoting mannequin is a special one, be cognizant of the worth you present to your clients and work that into the event of your model. If you’re a platform aggregating choose wines, curation often is the worth you present. If you’re 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 enable you zero in on the design sensibilities which can be almost certainly to attraction to your target market. 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 may 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 scent, your product descriptions shall be key in main your retailer guests to the wine they need.

  • Arrange funds and logistics

These are a number of needed 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 more likely to return to your wine retailer repeatedly.

Together with your on-line wine retailer up and working, the one factor left to do is to attract your clients to it. Properly, it’s not so simple as it sounds. However the subsequent part ought to enable 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 contains 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 preventing probability, your wine enterprise must seize consideration and stand out. That is true not only for gaining new clients, but in addition for retaining previous ones and maintaining them returning to your retailer. Listed below are a number of useful methods to maximise your probabilities of success:

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

When you’ve created your on-line retailer, it’s a necessity to make it simply discoverable. When a possible shopper googles ‘wine supply close to me’, they’ve a transparent intention of creating a purchase order. Bettering the website positioning of the content material in your web site will enhance the probabilities of you rating excessive in your potential shopper’s search outcomes.

Creating further content material, like blogs and guides in your web site, will solely assist enhance your search rankings, resulting in higher site 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 and marketing

Your market analysis ought to enable you determine the place your clients are more likely to be concentrated, what their demographic profiles are, what their spending patterns are like, and far more. Use such data to focus on your on-line advertising and marketing efforts.

Be it advertising and marketing with Google Adwords, or social media advertising and marketing on Fb, Instagram, and Twitter, all paid on-line advertising and marketing avenues provide you with a various set of goal standards that you need to use to your benefit. Tailor your on-line advertising and marketing to focus on for buyer profile elements, seasonal elements, in addition to geographical elements.

You possibly can enhance your on-line advertising and marketing budgets and supply reductions throughout occasions when purchases of wine are extra doubtless, comparable to when festivals or particular occasions are across the nook. You may also localise your on-line advertising and marketing efforts to areas the place your potential clients’ density is excessive, to be able to compete with brick-and-mortar wine shops.

  • Create offline engagements

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

You would arrange pop-up outlets in your wine model in a locality the place lots of your potential clients are more likely to be. This may very well be for a number of days, and even over a weekend if a competition is occurring. You would create wine-tasting occasions in your model, and even accomplice with present occasions like music festivals or stand-up comedy reveals. 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 a necessary requirement for many manufacturers that promote on-line. Social media platforms are the place your potential and present clients get to interact along with your model.

Sustaining social media profiles or pages in your model requires you to submit regularly to remain on the prime of your clients’ minds. Look upon this as a possibility to tell your followers about updates, presents, and reductions, and to drive site visitors to your on-line retailer.

Nevertheless, you will need to just be sure you don’t come off as too sales-y. The very best 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 character in these interactions.

As well as, given the authorized labyrinth that wine sellers must navigate anyway, it is perhaps a good suggestion to go the additional mile and embody 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 substantiate 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.

When you have a Shopify retailer, you may combine it along 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. In truth, even content material creation and advertising and marketing for social media will be managed simply utilizing a few of 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 clients with methods like low cost coupons and presents 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 so on.

Personalisation has hidden potential as a key driver of gross sales in ecommerce advertising and marketing. It makes your promoting effort extra related and efficient, and will increase the probability of conversions. As well as, you may attain out to clients on their birthdays, anniversaries, and comparable events, when they’re almost certainly to purchase wine out of your retailer.

You would additionally improve buyer retention with privileged memberships that give clients particular presents, free supply, precedence for attempting out new wines, and so on. for a small charge. It additionally makes it simpler to reward repeated purchases with reductions and goodies.

  • Incentivise evaluations and referrals

One of many oldest advertising and marketing strategies is phrase of mouth, i.e. getting your clients to speak about your product with individuals of their community and drive consciousness. For any shopper, a suggestion from a pal is more likely to be extra reliable than a direct commercial from the model.

In line with the International Belief in Promoting Survey 2021 by Nielsen, 88% of worldwide respondents belief suggestions from individuals they know greater than some other channel. Herein lies an incredible alternative to leverage the social interactions inherent to the tradition of consuming wine. Relating to ecommerce and on-line advertising and marketing, 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 doubtless 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 will be given a reduction for each new buyer they create to you, within the type of a referral coupon. This works greatest when the brand new buyer additionally will get a reduction coupon upon signing up.

  • Use different ecommerce advertising and marketing methods

The record of promoting methods talked about above is certainly not exhaustive. Most advertising and marketing strategies used to promote merchandise on ecommerce web sites, can simply be utilized to promoting wine on-line. To study extra, it’s essential to delve deeper into the topic of ecommerce advertising and marketing. Nevertheless, a number of generally used methods are listed beneath.

To market your on-line wine enterprise it’s best to embody a mixture of lots of the approaches listed above. Your price range will undoubtedly be an essential consideration. In case you’re utilizing Shopify, there are a variety of advertising and marketing apps you may combine along with your retailer that can assist you with many of those advertising and marketing 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 doable, they leverage their Shopify on-line retailer to accomplice with a number of native retailers and supply corporations. 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 horny on-line retailer powered by Shopify, the model now sells on to its clients 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 list of over 200 native and imported wines with a large value vary. The choice of wines can be given wine tasting notes and critics’ scores that can assist you make a extra knowledgeable selection. 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 internationally, Dwelling Liquidz has one of many largest alternatives 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 by their very own app, for deliveries in Mumbai, Navi Mumbai, Thane, and Palghar. Additionally they have a choice of house bar equipment and wine glasses to select from.

Promoting wine on-line: within the spirit of maintaining with the occasions

Alcohol is usually characterised by the inelasticity of its demand vis-à-vis its value. In different phrases, in contrast to 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 attributable to 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 ecommerce. Would-be new gamers also can faucet into this chance, so should you’re seeking to enter this market, this definitely appears to be like 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 is dependent upon a number of elements just like the platform, design, options, and required upkeep, amongst different elements. In line with this breakdown of what it might probably 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. Nevertheless, each state has its personal rules and insurance policies concerning the sale and supply of wines. Relying on the state you might be in and so long as you will 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 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 possibly can promote wine on-line in India even should you 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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