Product sampling seems to be the best way to let probable customers know about a new product. And it seems to be the only way of attracting audience when it comes to wine and other alcoholic drinks that can’t be subjected to direct advertising. While big names jump in to the ever expanding pool of the Indian wine industry, they seem to be experimenting a lot with the Indian palates.

Having traded in over 180 markets around the world, Diageo set foot in India in 2007. It entered the Bangalore scene recently launching Nilaya, its first ever domestic wine. Nilaya meaning blue heaven, is inspired by the mystic story of a woman on a glistening moonlit night, when magic multiplied, a vineyard flourished and a perfect blend was created. Drawing fictitious images has always been a fixation with the wine industry so as to let the consumers enjoy the images while sipping the drink.

The event was all about uncorking, pouring and tasting. The smelling and identifying of the essence came before the actual tasting. If the taste stayed on even after the drink was over, that’s when you know that the drink has done wonders for you.

The idea of making the Chenin Blanc an easy drinking wine for people, and not specifically a social drink, invited a few raised eyebrows. Introducing a wine and claiming to have no set rituals for its consumption has almost become a fad today.

The usual rituals surrounding wine consumption are minimised for this specific brand. A wine that goes along with multiple cuisines, is the labelled feature of this specific wine. From seafood to chicken, and from cheese to Japanese — it goes well with all cuisines and has specifically been tailored for the Indian cuisines.

SS