Wine ecommerce: Easy methods to promote wine on-line in India (2023)


With individuals spending an rising period of time within the confines of their dwelling over the previous 12 months or so, wine companies have been pressured to search for new methods to succeed in their prospects. With the expansion of ecommerce, there’s a large potential to maneuver away from the in-store pickup mannequin and to promote wine on-line.

Whether or not as a result of a common malaise born out of decreased 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 this planet, and this market is anticipated to develop at 6.8% yearly till 2023. For current wine retailers and people seeking to enter this house, this represents a chance to harness the potential of smartphones and expertise to satisfy this demand and take wine to the buyer’s doorstep.

1. Why promote wine on-line?

Historically, the alcohol business has been identified to be one of the high-margin and worthwhile industries. Regardless of the sudden drop in alcohol gross sales over the course of a number of lockdowns, the alcohol business was capable of bounce again as quickly as liquor shops reopened, with Indian customers making their want 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 can 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 want to set up a wine enterprise, that is the fitting time to money in on the massive potential of the wine market in India. In line with sure reviews, the wine market in India is anticipated to develop by USD 274 million (round INR 2,000 crore) over the subsequent 5 years.

Having stated this, establishing a wine enterprise in India has at all times required leaping via advanced authorized and regulatory hoops. Even when you have already got your individual wine retailer, the supply of alcohol is ruled by a separate algorithm. Nonetheless, when you’ve complied with the varied guidelines and rules, establishing your individual 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 style merchandise on-line. Wine retailer house owners need to navigate their method via a maze of rules to arrange a profitable on-line wine enterprise. To start with, alcohol legal guidelines and taxes differ from place to position.

In some states, wine companies can ship on to customers (DTC), whereas in others, customers need to accept over-the-counter purchases. For instance, Karnataka, Orissa, and Punjab permit the net sale and supply of alcohol. In Delhi, particularly, the excise guidelines have been amended to accommodate the net sale of wine.

As of June 2021, the next cities/states permit the on-line sale of alcohol:

  • Chhattisgarh
  • Pune (Maharashtra)
  • Karnataka
  • Punjab
  • Jharkhand
  • Kerala
  • Orissa
  • Kolkata (West Bengal)
  • Delhi

3. Easy methods 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 final steps it’s essential take to get a wine store licence.

  1. Go surfing to the State Excise Division’s official web site.
  2. Obtain a Wine Store Licence software kind.
  3. Duly fill the shape with the required particulars, akin to the kind of liquor, premises for enterprise, kind of licence, and background particulars.
  4. Submit the shape together with the required 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 would possibly request you present extra data if wanted.
  7. After verification, you’ll obtain a discover at your deal with with the small print of your licence.

A wine store licence is issued for one 12 months, after which it have to 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, it’s essential determine what kind of enterprise mannequin you need to undertake. While you’re within the enterprise of promoting a product, the way you supply your product is simply as vital as how you plan to promote it. For promoting wine on-line utilizing an app or an internet site, there are three most important enterprise fashions.

  • Promoting your individual wine
  • Sourcing your wine from third events
  • Changing into a wine aggregator

Let’s check out every of those in some element.

In the event 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 shouldn’t be an issue on this mannequin, your major activity shall be to arrange a web-based portal the place customers should buy your wine. The largest advantage of 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 may as well cost a nominal supply price for dwelling supply companies.

You might rent an internet site developer to create a web-based retailer for you, or you may construct your individual 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 particular person – to order their favorite wines on-line and have them shipped to them immediately.

You may as well increase your retailer’s functionalities utilizing varied apps. For example, you may arrange a devoted chatbot in your retailer, akin to Tidio, to assist your customers discover precisely what they’re searching for. Or you may permit your prospects 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

In the event you don’t produce any wine your self, you’ll need to supply it from a provider. You possibly can construct your individual 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 a web-based wine retailer, you may supply your wine from wholesalers. You’ll have to get in contact with wine merchants for the most effective offers, or immediately supply the wine from established wineries. In each circumstances, you’ll need to determine a sturdy procurement community that can guarantee a steady provide of wines, which in flip will help you 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 word 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 properly.

  • Changing into a wine aggregator

In case you are not fascinated about producing your individual wine or having your individual stock of wines, this mannequin is for you. On this mannequin, your most important product shall be a wine aggregation platform, moderately than wine itself. In different phrases, you’ll function a platform that can function an middleman between wine customers and firms that really make or resell wine. Most of your income in such a state of affairs will sometimes come from the fee that you simply’ll cost on each sale.

The method of growing such a enterprise will entail growing your individual web site and app. You possibly can then provide service provider accounts to wine sellers and checklist out their merchandise, photos, descriptions, and costs.

Making a state-of-the-art on-line retailer will help you construct a optimistic model picture as a web-based wine platform. Furthermore, you can even earn cash by promoting commercial house in your web site to potential wine sellers.

Do needless to say no matter which of those three fashions you determine to go together with, you can even increase your per-order margin with premium memberships and offers you can promote for a hard and fast annual or month-to-month price.

Lastly, a typical 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 prospects to rack up order totals greater than that restrict, as it’s going to save them the hassle of visiting your retailer in particular person.

5. Easy methods to promote wine on-line by yourself ecommerce retailer?

Ecommerce is an avenue with exponential development potential, given the ability it creates for each enterprise in addition to customers. The net wine market additionally has large potential, provided 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 consumers who want to buy wine, and in addition to allow wonderful and uncommon wines to be traded and offered.

There are many steps that go into making a profitable wine ecommerce enterprise. For higher comprehension, this seemingly daunting activity has been damaged down into three components:

  1. Analysis and preparation
  2. Organising your individual on-line wine retailer
  3. Advertising your on-line wine retailer

Let’s discover every in higher 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 it is best to take.

  • Conduct detailed market analysis

In case you are a wine fanatic who’s simply getting into this enterprise, it’s essential perform thorough market analysis and draw up an inventory of standard wines available in the market. It will contain learning the large and small market gamers for a greater understanding of the wine market. Conduct an intensive competitor evaluation of current on-line platforms to get an concept of the processes adopted by them and to zero in on parts that can enable you differentiate your on-line wine retailer.

  • Select the wines you need to promote

The next step shall be to pick out 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 provide them in your retailer.

Given that buyers are more likely to go for branded wines, stocking well-regarded manufacturers will contribute on to greater gross sales and margins. However it might additionally make sense to supply uncommon, hard-to-find wines, as they will entice extra opinionated aficionados. Though deciding on the wines to promote primarily based on current market tendencies is an efficient place to begin, it’s also a good suggestion to decide on a distinct segment to focus on a particular form of shopper base after which broaden from there. For instance, you may provide wines that focus 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 determine a dependable supply to your stock. You possibly can both select a wholesaler or develop into a dropshipper by choosing a provider that delivers your merchandise to prospects immediately.

In the event you determine to go the wholesaler route, be sure to 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 you can at all times buy wine in bulk at affordable costs.

As mentioned above, you can even 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 method as customers. You may as well accomplice up with high wine manufacturers by showcasing the scope of on-line wine gross sales and the potential for added income for large gamers.

Whether or not you might be producing and promoting your individual 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 found out what you are promoting mannequin, studied the market and chosen your suppliers, it is best to have many of the data at hand to create a complete marketing strategy with the assistance of the assets listed beneath.

2. Organising your individual on-line wine retailer

As with all ecommerce enterprise, the steps to arrange your individual retailer is not any completely different for promoting wine on-line. Under is a guidelines of steps and an inventory of assets to information you thru the method.

  • Develop a particular model

In a aggressive market such because the wine enterprise, growing a model that stands out from the remainder is crucial to your success. Particularly so if you’re a wine maker or a non-publiclabel product, as a result of wine is a subjective expertise and the way your model is perceived will affect that subjectivity.

If what you are promoting mannequin is a distinct one, be cognizant of the worth you present to your prospects and work that into the event of your model. In case you are a platform aggregating choose wines, curation often is 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 enable you zero in on the design sensibilities which can be probably 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 may customise and apply to your retailer. Alternatively, get in contact with Shopify Consultants that will help 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 odor, your product descriptions shall be key in main your retailer guests to the wine they want.

  • Arrange funds and logistics

These are a number of crucial steps to make your retailer ecommerce-ready. All of the onerous work accomplished to entice your buyer to make a purchase order lastly bears fruit with a glitch-free on-line fee gateway, and dependable transport and fulfilment. As soon as the journey is accomplished to the shopper’s delight, they are going to be greater than more likely to return to your wine retailer many times.

Together with your on-line wine retailer up and operating, the one factor left to do is to attract your prospects to it. Effectively, it’s not so simple as it sounds. However the subsequent part ought to enable you break it down into actionable steps to market your retailer.

3. Advertising your on-line wine retailer

The wine enterprise is a crowded market that includes small native wine retailers, giant retail shops, and on-line wine shops and wine-delivery apps. As is the case with any enterprise, to face a combating likelihood, your wine enterprise must seize consideration and stand out. That is true not only for gaining new prospects, but in addition for retaining outdated ones and maintaining them returning to your retailer. Listed here are a number of useful methods to maximise your probabilities of success:

  • Apply website positioning (Search Engine Optimisation) methods to your retailer

When you’ve created your on-line retailer, it is necessary 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. Enhancing the website positioning 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 higher site visitors in your on-line retailer and improved discoverability.

Right here is a newbie’s information to ecommerce website positioning to get you began.

  • Refine your on-line advertising and marketing

Your market analysis ought to enable you determine the place your prospects are more likely to be concentrated, what their demographic profiles are, what their spending patterns are like, and rather more. Use such data 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 offer you 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 components, seasonal components, in addition to geographical components.

You possibly can improve your on-line advertising and marketing budgets and provide reductions throughout instances when purchases of wine are extra possible, akin to when festivals or particular occasions are across the nook. You may as well localise your on-line advertising and marketing efforts to areas the place your potential prospects’ density is excessive, with a view to compete with brick-and-mortar wine shops.

  • Create offline engagements

Despite the fact that your final goal is to promote wine on-line, there are super benefits to constructing an offline presence as properly. This doesn’t, nevertheless, imply that it’s essential preserve an offline brick-and-mortar retailer.

You might arrange pop-up retailers to your wine model in a locality the place a lot of your potential prospects are more likely to be. This could possibly be for a number of days, and even over a weekend if a competition is happening. You might create wine-tasting occasions to your model, and even accomplice with current occasions like music festivals or stand-up comedy exhibits. Along with these, you may 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 good distance in direction of boosting your model recall and driving your on-line gross sales.

Having a social media presence is successfully a vital requirement for many manufacturers that promote on-line. Social media platforms are the place your potential and current prospects get to have interaction along with your model.

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

Nevertheless, it is very important just be sure you don’t come off as too sales-y. The most effective manufacturers on social media put up content material that’s informative, helpful, entertaining, and related. One other factor to notice is to at all times keep true to your model persona in these interactions.

As well as, given the authorized labyrinth that wine sellers need to navigate anyway, it may be a good suggestion to go the additional mile and embrace disclaimers or advisories urging authorized compliance in your retailer and social media pages. For example, you may have all guests to your retailer be greeted by a pop-up that asks them to verify that they’re older than the authorized consuming age for his or her state. Moreover, the bio in your socials may point out that one have to be of authorized consuming age to comply with.

You probably have a Shopify retailer, you may combine it along with your social media pages, enabling you to promote immediately on these platforms. For example, the Fb Channel app on Shopify units you as much as promote immediately on Fb and Instagram. The truth is, even content material creation and advertising and marketing for social media could be managed simply utilizing a number of the nifty social media apps that may be built-in into your Shopify retailer.

  • Personalise the shopper expertise and reward loyalty

Ecommerce manufacturers routinely incentivise new prospects with methods like low cost coupons and presents on making the primary buy. As soon as a buyer indicators in in your on-line retailer, you may then personalise their on-line retailer expertise by location, by suggestions primarily based on their buy historical past and so forth.

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 may attain out to prospects on their birthdays, anniversaries, and comparable events, when they’re probably to purchase wine out of your retailer.

You might additionally improve buyer retention with privileged memberships that give prospects particular presents, free supply, precedence for making an attempt out new wines, and so forth. 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 prospects to speak about your product with individuals of their community and drive consciousness. For any shopper, a advice from a buddy is more likely to be extra reliable than a direct commercial from the model.

In line with the International Belief in Promoting Survey 2021 by Nielsen, 88% of worldwide respondents belief suggestions from individuals they know greater than another channel. Herein lies a fantastic alternative to leverage the social interactions inherent to the tradition of consuming wine. In relation to 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 evaluate of any of your wines, they are going to be extra possible to take action. Prospects will also be incentivised to share their expertise on their social media channels with a catchy hashtag.

Equally, an current buyer could be given a reduction for each new buyer they create 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 checklist of selling methods talked about above is under no circumstances exhaustive. Most advertising and marketing strategies used to promote merchandise on ecommerce web sites, can simply be utilized to promoting wine on-line. To be taught extra, you could delve deeper into the topic of ecommerce advertising and marketing. Nevertheless, a number of generally used methods are listed beneath.

To market your on-line wine enterprise it is best to embrace a mixture of most of the approaches listed above. Your price range will undoubtedly be an vital consideration. In the event you’re utilizing Shopify, there are a selection of advertising and marketing apps you may combine along with your retailer that will help 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 a web-based alcohol retailer in response to the primary lockdown with Shopify. It has a variety of wines which can be appropriate not only for last-minute BYOB events but in addition for gifting functions. To make last-mile deliveries as environment friendly as potential, they leverage their Shopify on-line retailer to accomplice 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 properly.

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 pretty on-line retailer powered by Shopify, the model now sells on to its prospects pan India, managing its personal transport and fulfilment to enhance 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 number of wines can also be given wine tasting notes and critics’ rankings that will help you make a extra knowledgeable selection. They make deliveries throughout Mumbai, with free transport 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 numerous 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 number 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 vital position in figuring out the demand for it. So as to add to this, an rising variety of customers are utilizing ecommerce to purchase merchandise, together with wine ­– an surprising silver lining to the disruption attributable to the numerous lockdowns.

On this state of affairs, 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 can even faucet into this chance, so if you happen to’re seeking to enter this market, this definitely seems to be like a good time to get began. 


1. What’s the price of making a wine supply app?

The price of growing a wine supply app relies on a number of components just like the platform, design, options, and required upkeep, amongst different components. In line with this breakdown of what it might value to develop an app, you’ll most likely need to 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’s not unlawful to promote wine on-line in India. Nevertheless, each state has its personal rules and insurance policies concerning the sale and supply of wines. Relying on the state you might be in and so long as you will have obtained all the required permits and licences, it is possible for you to to promote wine on-line.

As of June 2021, the next cities/states permit 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 immediately from vineyards and wine-makers.


Please enter your comment!
Please enter your name here