CG Trade Interview
Template
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Trade Interview Template
Contact Information
Salutation Mr. Business Function Procurement
First Name Sagar Company NameThe Wine Park
Middle Name CountryIndia
SurnameMangoankar Interviewer
Suffix Commissioner
Contact ID Interview Title
Email Date of Interview12-06-2021
Phone Number(+91) 22 2851 6621 Source Type Importer
Job TitleAssistant Manager CG Code
Fields marked in bold are mandatory.
Use this formatting style for your pre-prepared questions from the discussion guide or to define
the topic you are discussing with your interviewee, e.g. market size, drivers, innovation,
competiton, etc. Repeat this and the next paragraph (i.e. question and answer) as many times as
needed to capture all notes from your interview.
Overall market trends
1. What is driving the overall consumption of wine in Indian market?
Number of reasons have contributed to the growing trend of consumption, we are seeing more varieties
in the market and rising of cheaper wine labels as well because of changing lifestyles, rising disposable
incomes, western culture influence on lifestyle. Also foreign tourists influx increase has led to more wine
consumption.
2. Our initial estimate of total consumption of the winestands at X tonnes in 2020. Does this
number look reasonable to you? By how much % do you anticipate the consumption to
increase or decrease for the next 4-5 years?
In the next 4-5 years it will increase and once the lockdown is over and people are back to the
events and gatherings. This decrease in consumption that was witnessed in 2020, will gradually
increase as well.
3. Out of the total consumption of wine, which type of the below are most dominant and
why? Can you provide their approximate volume share in 2020 and how do you anticipate
their share to be changing by 2025?
Consumption type % approximate volume % approximate Reasons for
share to total volume share to providing the splits
consumption in total in 2020 and 2025
volume in 2020 consumption in
volume in 2025
Retail 70% 65% Increasing number of
restaurants and
Foodservice 20% 25%
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hotels will increase
the foodservice
Food processing/others 10% 10% volume share
4. What role does new product launches play in the market? Can you please name the most
prominent launches we have had? How were they welcome in the market? How did
consumers perceive these launches?
Sula Vineyards launched Dia Sparkler in a 330 ml can in 2020.
Local production and trade dynamics
1. How strong is local production for the wine in the country? Which are the major producing
regions? And who are the major producers?
Name of wine type Average Increase Expansion Key channels Average
the key produced production or plans for local selling price
producer output in decrease 2021- products covering all
2020 in output 2025 (%) gets key channels
from used/sold they sell to
2018- the most – (retail, food
2020 (%) retail, food processing
processing or
or foodservice)
foodservice
Sula Red, white, 60% retail INR 1000
Vineyards decrease
in 2020
2. In general, what is the general contribution in terms of volume share that local production
has to the total wine consumed in the country in 2020?
Since local wines are cheaper, around 75% of total volume of total wine consumption has been of
local brands.
3. How has this % contribution increased or decreased since 2015? And how do we anticipate
this to increase or decrease in 2024?
With growing lifestyle changes, this percentage is estimated to decrease as people become more
aware of imported high end brands.
4. What kind of latest developments are we seeing in local production?
There is a lot of marketing tactics taken up by local vineyards since the consumption of wine
remains lower than other alcoholic beverages in India.
5. Does the country export the wine? If yes to which markets and what % of the total
production would be exported?
Yes. Exports to Japan, UK and France. Around 35% to France, 30% to Japan and 25% to UK.
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6. How much would the % exports of total production be in 2025? Will it increase or decrease
compared to 2020 and why?
Increasing vineyard productions should increase export volumes.
7. What is the general contribution in terms of volume share that imports have to the total
wine consumed in the country in 2020?
About 35%
8. How has this % contribution increased or decreased since 2015? And how do we anticipate
this to increase or decrease in 2025?
9. Which are the major importing markets for the wine in the country and why are they
preferred?
Name of the Name of the What type of Which channels Why are they
importing importer/distributor <product> do do they sell the preferred?
country who supplies in your they usually most? Retail,
country supply? foodservice or
processing
sector
Italy Tenuta Sant Antoni, red Good quality
Brancaia
Australia Hardy’s red retail Not very
expensive
France Saint Cosme red
Channel preferences and distribution
Retail
1. What are the top 3 drivers for retail consumption of the wine in your country?
Easy availability on retail shelves
Varieties available with most retailers
2. Fill the below information from physical/online audits as applicable for the wine in your
market.
Store type Key Major Key product Commo Common Average
hypermarkets brands formats features/variant n pack pack sizes prices
, (up to 6) key s available types
supermarkets sold for brand is seen for
Low fat, UTH,
, e-commerce, the available the key
fresh, skimmed
discounters, brand
Package milk,
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convenience d or fresh/whole fish, Carton,
stores, loose or frozen, smoked, PET,
traditional both in brine, salted, others..
grocery salted nuts, plain
stores, open nuts, in-shell,
markets, shelled…
souqs and
others
Online Cabernet Glass 750 ml INR 1500
Shiraz bottle
-Sula
Sette- Glass 750 ml INR 1700
Fratelli bottle
Wines
La Glass 750 ml INR 2000
Reserve- bottle
Zampa
Dia- Sula Glass 750 ml INR 370
bottle
Myra Glass 750 ml INR 1500
Misfit bottle
Riesling Glass 750 ml INR 1500
bottle
3. Where do you generally find the wine in retail stores? Are they given a separate aisle or are
they kept part of an existing aisle? If it is the latter, which product aisle do you usually find
the wine in the stores?
Separate isles
4. How are imported products, in general marketed across key retail stores? What kind of
common ATL or BTL activities do you see?
5. How do retail channels procure and use their imported products? Do they typically work
with local distributors or wholesalers, or do they source them directly from importers?
Local distributors and wholesalers.
1.1. Foodservice
6. What are the top 3 drivers for foodservice consumption of the wine in your country?
Western cultural influence of fine dining has pushed wine consumption in foodservice
More expensive and specialized restaurants promote their wine
7. Fill the below table that help understand preferences across foodservice channel:
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Foodservic Do they Key Packaging Reason for How do
e type buy more brands/produc type their they
imported t type preferred preferenc procure the
or local preferred e product?
Bulk/loose
<product> within local or
, specific Via local
? imported
pack distributors
Fresh/chilled, sizes… or
frozen, brine, wholesaler
smoked, in- s or source
shell, shelled, them
UTH, skimmed directly
milk, low fat from
milk…. importing
countries?
Cafes/bars
Full-service
restaurants
…
8. What is the perception of Australian products in general compared to other exporters
within the FS? Which FS type prefers Australian products and why?
9. What is the average buying price of the wine from importers/wholesalers within the FS
channel? How does this price look when they are buying locally produced product?
10. What impact does seasonality have on the demand for wine within the foodservice
channel? Which are the high and low buying seasons for the wine?
Food processing/key industries
11. What are the top three drivers for food processing/industrial consumption of the wine in
the country?
12. Fill the below table that help understand preferences across foodservice channel:
Food Do they Key Packaging Reason for How do
processing/industr buy brands/product type their they
y type more type preferred preferred preferenc procure the
imported within local or e product?
Bulk/loose
or local? imported
, specific Via local
Fresh/chilled, pack distributors
frozen, brine, sizes… or
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smoked, in- wholesaler
shell, shelled, s or source
UTH, skimmed them
milk, low fat directly
milk…. from
importing
countries?
Confectionery local Sula, Port 100, Bottles 750 Cheaper Distributors
Four Seasons and/or
retailers
13. What is the perception of Australian products in general compared to other exporters
within this channel? Which food processing type or industry type prefers Australian
products and why?
Mainly local brands are used in this channel. However, Australian wines have a market credit
for being of good quality.
14. What is the average buying price of the wine from importers/wholesalers within this
channel? How does this price look when they are buying locally produced product?
Local produced wine used in this channel comes in the range of INR 300-500.
15. What impact does seasonality have on the demand for wine within the foodservice
channel? Which are the high and low buying seasons for the wine?
Competition
16. According to you, who are the major suppliers of the wine in Indonesia?
Name of the key Name of their What are How are % share
supplier key/best-selling their they in total
Producers/importers brands unique positioned consump
/retailers/food selling compared to tion of
processing propositi Australian <product
ons? brands/suppl > in 2020
iers?
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Custom procedures
17. What are the key market entry barriers do we have for imports within the country?
18. Can you help us understand key operating ports, up to 3?
Name of the key entry Location approximate Key infrastructure
port for imports (City/region/dis % of imports available (live lobster
trict) entering via tanks, bulk handling,
this key port freezers, etc.)
in 2020
19. Are there any specific quotas applicable for importing the wine? If yes, can you please
elaborate on those?
20. Which are the key agencies responsible for applying quotas and the process to access the
quotas?
Central Board of Indirect Taxes & Customs
21. What is the average tariff applied for importing the wine currently? Has there been any
change in tariff rates applied?
Customs duty on wine is 150% on cost, insurance and freight (CIF)
22. What opportunities exist for Australian exporters to enter/expand their footprint in this
space and why?
23. What could be the potential challenges Australian exporters may face and why?
Use of the mass media to promote alcoholic beverages is not permitted in india.
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There are various stringent laws and duties and fees such as excise duty, licence fee, sales tax,
brand/label registration fee, import/export fee, vend fee, gallonage fee, turnover tax etc.
24. What should the Australian exporters be doing in order to mitigate the challenges?
Use this formatting style for your pre-prepared questions from the discussion guide or to define
the topic you are discussing with your interviewee, e.g. market size, drivers, innovation,
competiton, etc. Repeat this and the next paragraph (i.e. question and answer) as many times as
needed to capture all notes from your interview.
Please type sensitive interview notes here
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Trade Interview Template
APPENDIX
Below is the pickup list for country field to be used in the
contact information table. Please use the suggested inputs
from the chart below. Any input beyond the suggested
options will be considered invalid and will not be picked up
during extractions.
Country
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World Macedonia Haiti Macau Chad Saudi Arabia
Western Europe Moldova Honduras Malaysia Comoros Senegal
Congo,
Democratic
Andorra Montenegro Jamaica Maldives Republic Seychelles
Austria Poland Martinique Mongolia Congo-Brazzaville Sierra Leone
Belgium Romania Mexico Myanmar Côte d'Ivoire Somalia
Cyprus Russia Nicaragua Nauru Djibouti South Africa
Denmark Serbia Panama Nepal Egypt South Sudan
Finland Slovakia Paraguay New Caledonia Equatorial Guinea Sudan
France Slovenia Peru North Korea Eritrea Swaziland
Germany Ukraine Puerto Rico Pakistan Ethiopia Syria
Papua New
Gibraltar North America Sint Maarten Guinea Gabon Tanzania
Greece Canada St Kitts Philippines Gambia Togo
Iceland US St Lucia Samoa Ghana Tunisia
St Vincent and the
Ireland Latin America Grenadines Singapore Guinea Uganda
United Arab
Italy Anguilla Suriname Solomon Islands Guinea-Bissau Emirates
Liechtenstein Antigua Trinidad and Tobago South Korea Iran Yemen
Luxembourg Argentina Uruguay Sri Lanka Iraq Zambia
Malta Aruba US Virgin Islands Taiwan Israel Zimbabwe
Monaco Bahamas Venezuela Tajikistan Jordan
Netherlands Barbados Asia Pacific Thailand Kenya
Norway Belize Afghanistan Tonga Kuwait
Portugal Bermuda American Samoa Turkmenistan Lebanon
Spain Bolivia Armenia Tuvalu Lesotho
Sweden Brazil Azerbaijan Uzbekistan Liberia
British Virgin
Switzerland Islands Bangladesh Vanuatu Libya
Turkey Cayman Islands Bhutan Vietnam Madagascar
United Kingdom Chile Brunei Australasia Malawi
Eastern Europe Colombia Cambodia Australia Mali
Albania Costa Rica China New Zealand Mauritania
Middle East and
Belarus Cuba Fiji Africa Mauritius
Bosnia-
Herzegovina Curaçao French Polynesia Algeria Morocco
Bulgaria Dominica Guam Angola Mozambique
Dominican
Croatia Republic Hong Kong, China Bahrain Namibia
Czech Republic Ecuador India Benin Niger
Estonia El Salvador Indonesia Botswana Nigeria
Georgia French Guiana Japan Burkina Faso Oman
Hungary Grenada Kazakhstan Burundi Qatar
Kosovo Guadeloupe Kiribati Cameroon Réunion
Latvia Guatemala Kyrgyzstan Cape Verde Rwanda
Central African Sao Tomé e
Lithuania Guyana Laos Republic Príncipe
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