Mumbai

Austrian wines have made a tiny splash in the Indian market.

Foreign wines like Bordeaux from France and Chianti from Italy have for some time established themselves in India. Now it’s time for a new player: Austria. In the near future, expect to sip wines from grapes like Gruener Veltiner, Zweigelt and Blaufraenkisch from small wineries across the country.

Magandeep Singh, the country’s most famous sommelier, is a big fan of Austrian wines. They are, however, like German wines, not very common in India. Indians are increasingly attracted to wine as it is considered classier than spirits and beer. But wine is hardly cheap as alcohol is heavily taxed.

Despite this, brands from Austria are interested in the Indian market. For instance, wine importer Aspri Spirits recently tied up with Schloss Gobelsburg, one of Austria’s oldest wineries, to introduce its premium wines to the Indian market. “Any company, big or small, can come to India and make ist mark and become big,” Singh observes. “People are discerning buyers and will not spend money just because the bottle is from a big house. They want to learn and this need for education and awareness can change the image and brand equity commanded by a company.”

Austria is famous for ist Gruener Veltiner, also known as Gru-Vee, a fresh white wine with a pleasant bouquet. The grape is the most commonly grown variety in Austria, and accounts for more than 30 per cent of ist plantings. At the moment, the Gru-Vee and other Austrian wines are only available at five-star hotels. At the Four Seasons in Mumbai, for instance, Austrian wines — Gru-Vee and Riesling — have been on the menu for the last six months. Singh certainly sees a future for Austrian wines in India. “I think with time, Gru-Vee can become a great match for Indian dishes,” he says. Maybe the time will come when the Gruener Veltliner will be as famous as another Austrian product that’s found in bars — and much easier to pronounce: Red Bull.