F W Langguth Erben Launches Richard’s Riesling Wine

Lakshman V - Bangalore

In a bid to carve out new markets for its high-end product portfolio, Germany based F W Langguth Erben, one of the World’s leading wine companies, has announced its foray in to the Indian wine market with the test launch of Richard’s Riesling white wine in Karnataka. The company has entered in to a collaboration with Bangalore-based Amrut distilleries Ltd, a leading player in the Indian liquor market with brands like MaQintosh, Old Port Rum for importing and distribution purposes in the country.

Helmut G Seibert speaks at the launch function while Neelakanta Jagdale looks on

Says, Helmut G Seibert, executive director, Brand Marketing, Langguth Wines and Spirits, “As one of the world’s largest wine companies, we are consistently on the lookout for new emerging markets which offer us great potential and India to me is right on top. We have extensively researched the Indian market and have found that Richard’s Riesling White Wine is the perfect accompaniment with tandoor as well as other Indian dishes which are particularly on the spicier side. The added advantage being that the white wine besides suiting the Indian palate as a dinner accompaniment is also an excellent appetiser because of its robust body and fruit content.”

With a well-established distribution and marketing network in place the company is looking at capturing a market share of five to ten per cent in the premier wine segment in the next two to three years. This apart, the company is targeting all premium wine outlets, five-star hotels and premium restaurants across Karnataka.

In the last few years, the demand for imported wines has shot up from 74,000 cases from 2000 to 142,000 cases in 2001-02. Industry analysts attribute this to the changing lifestyle of the Indian consumers and the increasing awareness about wine. This has made several global wine companies see real opportunity for growth in the Indian wine market.

“The Indian market has just began to crack and is set for immense growth in the next three years. There is a tremendous opportunity in the Indian market and hence our expansion activity will see the company venturing in to other south Indian states and then nationally. Our future plans definitely include introducing some of our other brands like red wine. We are patient about any market and only play in areas where the customer is willing to pay for quality. That is why you would not find our brands in the entry segments like table wines,” he concluded.