Grape expectations

A generation of millennial women is rewriting India’s wine story as they are drinking boldly, buying smartly, and turning a niche indulgence into a symbol of cultural transformation, writes Sreyashi Ghosh.

For decades, India’s alcohol market has been ruled by spirits — whiskey, rum, and brandy. Wine was long viewed as an outlier: foreign, indulgent, and niche. But that’s changing. A quiet revolution is unfolding, led by millennial women who aren’t just drinking wine, they’re redefining its place in Indian culture.

Men still dominate household alcohol purchases, but women are increasingly demanding better wine, especially when dining out. At home, Indian labels may suffice. But at restaurants, many women are opting for premium imported wines.

India’s wine market remains heavily skewed towards domestic brands. Indian wines account for 80–85% of all consumption, with three major producers — Sula, Fratelli, and Grover Zampa — dominating shelves. While imports are growing, steep import duties, state taxes, and surcharges push prices to over three times their original cost.

Yet some states, like Maharashtra, are actively promoting wine cultivation through subsidies and tourism. The Centre, too, is working with exporters like Australia to ease trade barriers. Import duties on select Australian wines have already dropped from 150% to 75%, making them more affordable and accessible.

At the heart of this change is Sonal Holland, India’s first and only Master of Wine. For her, wine represents more than a beverage; it’s an experience, a marker of taste and affluence. As India’s middle class grows in size and sophistication, so does its appetite for wine. This isn’t just a trend, it’s a demographic and cultural shift.

Millennial women are reshaping drinking norms, educated, independent, and financially empowered. They’re experimenting with global cuisines where wine fits naturally. Among the trailblazers is Reva Singh, founder of Sommelier India, a magazine dedicated to wine appreciation. Singh has spent years simplifying wine for Indian readers, turning it from an intimidating foreign concept into an everyday pleasure.

There are also sommeliers like Gargi Kothari and Devati Basumallick, who bridge the gap between vineyards and city consumers. Through tastings, workshops, and events, they make wine accessible to a new generation eager to learn.

While India has never been seen as a “wine-drinking country,” surveys paint a different picture. Overall, female alcohol consumption remains low, but among affluent urban women, 75% report occasional wine consumption. For them, wine is more than just indulgence; it’s tied to identity, expression, and evolving social norms.

This shift opens new doors for producers, importers, and marketers. As Indian palates evolve and awareness grows, so will the demand for both premium imports and better-quality domestic wines. According to Italian sommelier Giulia Biscontin, “Women everywhere tend to prefer lighter, fruit-driven styles, both white and red, moving away from the bold reds once popular in Asia.”

Wine’s rise is also economic. The Indian wine market is growing at a 24.6% CAGR from 2024 to 2029. Behind this growth is a new generation of informed consumers. Historically, less than 2% of Indian women drank alcohol regularly (according to the NFHS), but the urban landscape looks very different today.

Sommelier Devati Basumallick recalls her first wine-tasting event in Kolkata: “People came in curious but unsure. By the end, they were discussing tannins and food pairings like seasoned connoisseurs. That’s when I knew India was ready for wine.”

Archana Singh, founder of VinoDeBella, agrees: “Women today are shaping the industry. They’re informed, experimental, and have a deep appreciation for craftsmanship. We’re also seeing a rise in ‘experiential’ drinking, consumers want to connect with the story behind the wine through vineyard visits, curated tastings, and community events.”

Wine’s rise dovetails with other lifestyle shifts. Unlike stronger spirits, wine fits into narratives around health and sustainability. Organic and low-alcohol wines are gaining traction, especially among younger consumers. Red wine, in particular, carries a dual appeal: luxury paired with health-conscious indulgence.

Kadambari Kapoor, one of the early advocates of wine in India, sums it up: “Women aren’t just drinking better wine, they’re driving the conversation. They’re making it aspirational yet approachable.” Along with sommeliers like Gargi Kothari and Devati Basumallick, and industry leaders like Ipsita Das of Moët Hennessy India, Kadambari is helping mainstream wine in a country where it was once an elite curiosity. These women are not just consumers; they are educators, ambassadors, and changemakers. Wine in India is no longer a novelty. It’s fast becoming a symbol of modernity, discernment, and empowerment. The glass isn’t half-empty anymore — it’s brimming with promise.