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

With individuals spending an growing period of time within the confines of their dwelling over the previous yr or so, wine companies have been compelled to search for new methods to succeed in their clients. 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 as a consequence of a normal malaise born out of lowered 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 among the fastest-growing alcoholic beverage markets on the earth, and this market is predicted to develop at 6.8% yearly till 2023. For present wine retailers and people seeking to enter this area, this represents a chance 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 trade has been identified to be one of the crucial high-margin and worthwhile industries. Regardless of the sudden drop in alcohol gross sales over the course of a number of lockdowns, the alcohol trade was capable of 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 available in the market. The power to faucet the demand for wine utilizing wine ecommerce is what’s going to set gamers within the wine enterprise aside.

Whether or not you personal a winery or wine retailer, or need 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 response to sure studies, the wine market in India is predicted to develop by USD 274 million (round INR 2,000 crore) over the subsequent 5 years.

Having mentioned this, establishing a wine enterprise in India has at all times required leaping via 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 varied 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 vogue merchandise on-line. Wine retailer homeowners should navigate their approach 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 put.

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. Find out 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 could 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, reminiscent of 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 software price on the time of submission.
  6. The state authority will confirm all the small print submitted, and may request you present extra info if wanted.
  7. After verification, you’ll obtain a discover at your tackle with the small print 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 ought 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 a view to begin your on-line wine-selling enterprise, you could 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 plan to promote it. For promoting wine on-line utilizing an app or a web 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.

When 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 will not be an issue on this mannequin, your major job shall be to arrange an internet portal the place customers 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 can even cost a nominal supply price for dwelling supply providers.

You possibly can rent a web site developer to create an internet retailer for you, or you would 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 instantly.

You can even increase your retailer’s functionalities utilizing numerous apps. For example, you possibly can arrange a devoted chatbot in your retailer, reminiscent of Tidio, to assist your customers discover precisely what they’re searching for. Or you would enable your clients 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

When you don’t produce any wine your self, you’ll should supply it from a provider. You possibly can construct your personal stock of high-end and commonplace wines primarily based on market tendencies with a view to promote them on-line.

Since this mannequin successfully makes you an internet wine retailer, you possibly can supply your wine from wholesalers. You’ll have to get in contact with wine merchants for the very best offers, or instantly supply the wine from established wineries. In each instances, you’ll need to ascertain a strong procurement community that may guarantee a steady provide of wines, which in flip will mean you can 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 charge. You must notice that in some states, the utmost retail worth of a liquor model could also be capped by the excise division, which is able to mechanically cap your margins as nicely.

  • Changing into a wine aggregator

In case you are not concerned about producing your personal wine or having your personal stock of wines, this mannequin is for you. On this mannequin, your primary product shall be a wine aggregation platform, somewhat than wine itself. In different phrases, you’ll function a platform that may function an middleman between wine customers and firms that truly 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 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 mean you can construct a optimistic model picture as an internet wine platform. Furthermore, you may as well generate profits by promoting commercial area in your web site to potential wine sellers.

Do remember the fact that no matter which of those three fashions you determine to go together with, you may as well increase your per-order margin with premium memberships and offers which you could promote for a hard and fast annual or month-to-month price.

Lastly, a normal advertising and marketing technique you should utilize to spice up gross sales no matter your mannequin is to supply free supply for purchases above a sure restrict. It will encourage clients to rack up order totals greater than that restrict, as it is going to save them the hassle of visiting your retailer in individual.

5. Find out 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 customers. The web wine market additionally has huge 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 positive 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 better 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 you need to take.

  • Conduct detailed market analysis

In case you are a wine fanatic who’s simply getting into this enterprise, you could perform thorough market analysis and draw up a listing of common wines available in the market. It will contain learning the large and small market gamers for a greater understanding of the wine market. Conduct a radical 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 allow you to 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 customers are more likely to go for branded wines, stocking well-regarded manufacturers will contribute on to greater gross sales and margins. However it may possibly additionally make sense to supply uncommon, hard-to-find wines, as they will appeal to extra opinionated aficionados. Though deciding on the wines to promote primarily based on present market tendencies is an effective place to begin, it is usually a good suggestion to decide on a distinct segment to focus on a particular sort of shopper base after which increase from there. For instance, you possibly can supply wines that concentrate on a particular worth level, or promote wines made out of fruits aside from grapes.

Earlier than you place your wine choices on-line, it’s important to ascertain a dependable supply to 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.

When you determine to go the wholesaler route, ensure you 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 which you could at all times buy wine in bulk at cheap costs.

As mentioned above, you may as well 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 approach as customers. You can even companion 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 selection of the enterprise mannequin will issue closely into drafting your marketing strategy. When you’ve discovered your enterprise 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 under.

2. Organising your personal on-line wine retailer

As with every ecommerce enterprise, the steps to arrange your personal retailer is not 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 important to your success. Particularly so in case you are a wine maker or a private-label 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 distinct one, be cognizant of the worth you present to your clients and work that into the event of your model. In case you are a platform aggregating choose wines, curation would be 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 allow you to zero in on the design sensibilities which are almost certainly to attraction 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 possibly can customise and apply to your retailer. Alternatively, get in contact with Shopify Consultants that can assist you get your storefront excellent.

Nearer to the enterprise finish of promoting wine on-line, the way you categorise and show the wines in your retailer can 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 just a few obligatory steps to make your retailer ecommerce-ready. All of the laborious work carried out 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 repeatedly.

Together with your on-line wine retailer up and working, the one factor left to do is to attract your clients to it. Effectively, it’s not so simple as it sounds. However the subsequent part ought to allow you to 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 retailers, massive 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 additionally for retaining outdated ones and retaining them returning to your retailer. Listed here are just a few useful methods to maximise your probabilities of success:

  • Apply web optimization (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 shopper googles ‘wine supply close to me’, they’ve a transparent intention of constructing a purchase order. Bettering the web optimization of the content material in your web site will improve the probabilities of you rating excessive in your potential shopper’s search outcomes.

Creating extra content material, like blogs and guides in your web site, will solely assist enhance your search rankings, resulting in better visitors in your on-line retailer and improved discoverability.

Right here is a newbie’s information to ecommerce web optimization to get you began.

  • Refine your on-line advertising and marketing

Your market analysis ought to allow you to determine the place your clients 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 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 should utilize 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 improve your on-line advertising and marketing budgets and supply reductions throughout instances when purchases of wine are extra possible, reminiscent of when festivals or particular occasions are across the nook. You can even localise your on-line advertising and marketing efforts to areas the place your potential clients’ density is excessive, with a view to compete with brick-and-mortar wine shops.

  • Create offline engagements

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

You possibly can arrange pop-up retailers to your wine model in a locality the place lots of your potential clients are more likely to be. This may very well be for just a few days, and even over a weekend if a competition is occurring. You possibly can create wine-tasting occasions to your model, and even companion with present occasions like music festivals or stand-up comedy exhibits. Along with these, you would 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 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 present clients get to have interaction together with your model.

Sustaining social media profiles or pages to your model requires you to publish ceaselessly to remain on the high of your clients’ minds. Look upon this as a chance to tell your followers about updates, gives, and reductions, and to drive visitors to your on-line retailer.

Nonetheless, it is very important just be sure you don’t come off as too sales-y. The perfect manufacturers on social media publish content material that’s informative, helpful, entertaining, and related. One other factor to notice is to at all times keep true to your model character 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 embody disclaimers or advisories urging authorized compliance in your retailer and social media pages. For example, you would 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 possibly can combine it together with your social media pages, enabling you to promote instantly on these platforms. For 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 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 clients with methods like low cost coupons and gives 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 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 would attain out to clients on their birthdays, anniversaries, and related events, when they’re almost certainly to purchase wine out of your retailer.

You possibly can additionally improve buyer retention with privileged memberships that give clients particular gives, free supply, precedence for making an attempt out new wines, and so on. for a small price. 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 advice from a good friend is more likely to be extra reliable than a direct commercial from the model.

In response to the World Belief in Promoting Survey 2021 by Nielsen, 88% of world 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. On the subject of 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 assessment of any of your wines, they are going to be extra possible to take action. Clients may 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 bring about 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 on no account 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, you have to delve deeper into the topic of ecommerce advertising and marketing. Nonetheless, just a few generally used methods are listed under.

To market your on-line wine enterprise you need to embody a mixture of most of the approaches listed above. Your price range will undoubtedly be an necessary consideration. When you’re utilizing Shopify, there are a selection of advertising and marketing apps you possibly can combine together 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 an internet alcohol retailer in response to the primary lockdown with Shopify. It has a variety of wines which are appropriate not only for last-minute BYOB events but additionally for gifting functions. To make last-mile deliveries as environment friendly as potential, they leverage their Shopify on-line retailer to companion with a number of native retailers and supply firms. They’re primarily operational in Mumbai and making an attempt 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 gorgeous on-line retailer powered by Shopify, the model now sells on to its clients 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 collection 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 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 plenty of 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 collection of dwelling bar equipment and wine glasses to select from.

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

Alcohol is commonly 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 introduced with an unprecedented alternative to take their relationship with their customers to the subsequent 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 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 response to this breakdown of what it may possibly value to develop an app, you’ll most likely 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. Nonetheless, each state has its personal laws and insurance policies concerning the sale and supply of wines. Relying on the state you might be in and so long as you’ve 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 possibly can 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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