India is an emerging wine market in the New World countries of Asia. The Indian wine industry is in the nascent stage in terms of the area, production and marketing of wines. Eighty percent of the consumption is confined to cities. Yet, there is an increasing awareness about wine as a product in the domestic market. India is the second largest populated country with a population of 1.2 billion people. The annual consumption of wine averages about 7 million liters of Indian and about 1.5 million liters of Imported wines. This translates to less than 1 million cases of wine. This is in stark contrast to about 120 million Cases of hard liquor like Whiskey, rum and vodka being consumed every year and over 105 million cases of Beer. The Indian wine market has grown in leaps and bounds over the last decade. The first wineries in India were established in the 1980s and for the next twenty years, till 2000 there were just six operating wineries. The decade following 2000 saw an increase in wineries jump to over 90. This paper is a study to understand the perceptions wine consumers in Pune city have about wine.
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