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Opportunities in India to Highlight American Wines at Upcoming Trade Shows

The USDA Foreign Agricultural Service (FAS) Mumbai (Post) wishes to bring to the attention of U.S. exporters of alcoholic beverages the possibility of participating in some of India’s upcoming key wine and distilled spirits tradeshows in 2022 Brews and Spirits Expo 2022 (July 6-7), VIN-Expo 2022 (August 18-20), and ProWine 2022 (October 17-18). India’s alcoholic beverage sector, with a value of $35 billion, is the world’s third largest. FAS Mumbai will support those U.S. companies interested in participating at these shows. Post can facilitate introductions and provide additional details. U.S. exporters are always encouraged to conduct their own research to verify costs, obligations, and logistics prior to registration. 

GENERAL INFORMATION

FAS Mumbai (Post) wishes to bring to the attention of U.S. exporters of alcoholic beverages the possibility of participating in some of India’s upcoming key wine and distilled spirits tradeshows in 2022 Brews and Spirits Expo 2022 (July 6-7), VIN-Expo 2022 (August 18-20), and Pro-Wine 2022 (October 17-18).

India – A Growing Market for Alcoholic Beverages

India’s alcoholic beverage sector, with a value of $35 billion, is the world’s third largest. Despite India’s high import tariff structure, state specific regulations, and at times the limited opportunities for the marketing of alcoholic beverages, the sector continues to witness significant growth.

In calendar year (CY) 2021 (January-December), India’s imports of wines and distilled spirits shot up to $319 million, that is an impressive 40 percent year-on-year increase. During 2021, U.S.-origin exports of American wines and distilled spirits to India rose by 114 percent on year-on-year basis to $7 million.

What is Stimulating Demand: India’s young demographic, along with rising affluence, rapid urbanization extending to the tier 2 and tier 3 cities, and the wider social acceptance of alcohol consumption is fueling growth. 

At the same time, several Indian states are lowering state-level taxation and facilitating regulatory policy changes to ease commerce. Some states now allow for the eCommerce sale of alcoholic beverages, home delivery, and have reduced the legal minimum drinking age from 25- to 21-years of age. These measures are supporting greater consumption, as well as enhancing the development of greater awareness for wine and of high-value craft spirits in the Indian market.

Market Entry Opportunity through Tradeshows

FAS Mumbai will support those U.S. companies interested in participating at these shows. Post can facilitate introductions and provide additional details. U.S. exporters are always encouraged to conduct their own research to verify costs, obligations, and logistics prior to registration.

Alcoholic Beverage Tradeshows: Historically, India has counted with a very limited number of tradeshows focused on the alcoholic beverages sector. The emergence of alcoholic beverage sector specific tradeshows within the past three years, highlights the proclivity for increased receptivity and consumption of imported wines and distilled spirits.

Trade show participation improves the visibility of American wines and distilled spirits, transforming these venues into a good platform for introducing new products to the market. Trade shows attract the participation by key decision makers from the hotel-restaurant-institutional (HRI) trade, allowing them to sample products and obtain company information with minimal effort. Participation also enables the decision makers to obtain point-of-contacts for future inquiries. Read the full report HERE

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