'People Are Drinking Better Wines': All Things Nice Founder And ProWine India Host Nikhil Agarwal, On How India’s Drinking Habits Are Evolving
With Bombay Cocktail Week paused to begin next week, and the biggest alco-bev exhibition, ProWine, coming up in November, Nikhil Agarwal is super busy. He still finds time not only to chat with us, but also to host a party to celebrate 16 years of All Things Nice, his company that promotes good drinking habits with sit down dinners paired with choicest spirits. Excerpts from an interview: How has…
Over the past few years, the Indian wine and spirits market has undergone significant transformation. With the end of Covid, there has been a surge in consumption, particularly of better wines. More wine brands have entered the market, and people across the country, not just the big cities, are developing a greater appreciation for wine. Wine clubs, tastings, and dinners have become more common.
In the spirits category, younger consumers seem to be moving away from whisky, while single malt whisky sales are booming. Cocktail culture has become deeply entrenched in India, with Tequila leading the growth. The premiumisation of both categories is happening rapidly.
ProWine India stands out from other food and beverage trade exhibitions because it specifically focuses on wine and spirits, leaving food out entirely. This unique approach allows for a more concentrated and high-quality experience. The event also features various activities such as panel discussions, wine and spirit challenges, masterclasses, and a bartender competition, providing a comprehensive look at the wine and spirits industry in India.
ProWine India responds to changing consumer preferences by showcasing a diverse range of exhibitors and products. Last year, they introduced a low and no alcohol segment to cater to current market trends. Every category of product, whether old, new, trending, or preferred by different age groups, is represented at the event. ProWine Mumbai serves as a marketplace where international brands can connect with potential buyers in India.
International wine and spirits brands face two main challenges when entering the Indian market: connecting with Indian importers and understanding the local market dynamics. ProWine India helps navigate these challenges by providing a platform for exhibitors to meet importers and offering market education conferences and insightful panel discussions beforehand.
Looking ahead, ProWine India envisions continued growth and relevance in the coming years, both domestically and internationally. The event will play a crucial role in introducing new brands to both B2B and B2C buyers in India. ProWine Mumbai is seen as a gold standard for awareness and education in the Indian wine and spirits industry, and it is poised to introduce new categories to the beverage market in the future.
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