A recent news report indicated that the Maharashtra State Government’s Excise Department had seen a 22% reduction in revenue between April to November of this year as compared to same time last year, given the ban on alcohol sales for a major part of the Covid lockdown earlier this year. With sales only opening up again in end-August, the industry has been playing catch-up ever since, to try and make back the significant losses faced over the course of the year.

In the last quarter of 2020 however, we have finally seen some buoyancy and a pick-up in sales. Keeping this in mind, here is my forecast for the wine trends for 2021:

A Surge in Specialist Wine Stores & Online Sales

In 2021, I see more consumers seeking out modern wine specialist stores at which to make their purchases. These are typically posh shops located within large food retail formats, shopping malls or multi-theatre complexes. They offer a wider selection of both domestic and international wines; better-informed staff; and overall, a better experience for the consumer.

Another big trend that will continue into the New Year is the purchase of alcohol online. Ever since the Government has allowed online sales of alcohol, consumers have gravitated towards this highly convenient – and pandemic-proof – way of purchasing their favourite beverages. Given that the excise department has seen such a significant dip in revenue this year, I see no reason why the Government won’t continue to encourage online liquor sales into the New Year, and even longer.

A Boom in Retail Sales versus Restaurants

There is no question in my mind that retail sales of alcohol will boom in 2021 and will take a lion’s share of the pie. Traditionally speaking, retail sales have always constituted around 70% of all wine sales in the country. Now, due to the pandemic, there will be continued pressure on luxury restaurants and hotels to sell their wine, and especially to rationalize their wine pricing and markups. While this has always been a sore point for restaurants and hotels, it will become even more the case now, with consumers now so used to the conveniences of buying alcohol online, receiving home deliveries, and more – all without the markup.  

Wine – An Affordable Luxury

In a year where the affluent haven’t had a chance to spend on themselves as much, through international holidays or luxury purchases, a quick and convenient way to consume luxury is by spending on premium wines. Now more than ever, wine has become a luxury that the affluent can splurge on – I see premium wine purchases continuing through the New Year, with the wealthy even looking to trade up, and splurge more than usual on their wines and other luxury beverages.

Wine in Cans

With the recent introduction of wine in cans by brands like Sula and Fratelli, the Indian consumer, who is younger and not as experienced in the world of wines, will have more opportunities to try and enjoy wines in 2021. Wine in cans is a more accessible and price-sensitive way for consumers to sample the beverage, and with their introduction, the hope is that a younger, newer audience will convert to drinking wine.

A Greater Digital Focus for Alcobev Companies

Marketing, especially in the digital space, has been steadily growing in importance and significance over the last few years. Now more than ever, companies in the alcobev space need to embrace the power of digital marketing, and not only rely on in-store visibility. With online liquor sales, the launch of apps through which consumers can buy their alcohol, and Whatsapp home deliveries, the need for digital visibility has never been higher. Companies should rethink their marketing strategies in 2021, with a focus on their web sites, social media handles, and other online retail platforms.

Blush & Rosé Wines

In 2021, I predict that rosé still wine from regions all across the world – like French Provence, Italy, Spain and so on, will continue to rise in popularity. Rose wines are incredibly versatile, offering the lightness and freshness of a white wine, but the body and fruit of a red wine. They also pair very well with vegetarian food.

One variant in the rosé category that will continue to enjoy popularity in the New Year is the blush-coloured styles of Moscato wines. It’s a medium-sweet wine and low in alcohol, thus allowing for easy drinking. It’s got great aromatics and is especially a hit among lady drinkers. As women continue to embrace wines in 2021, options like Moscato, which are perfumed, sherbet-like and not very expensive, will remain popular.

So those are my predictions for wine consumption trends in 2021. Let’s hope for a New Year that we can finally raise a glass to. Cheers!

Sonal Holland is India’s only Master of Wine, an Educator, Entrepreneur, and the Founder of SoHo Wine Club and Sonal Holland Wine Academy.

PFRDA/17/01/08/0001/2017-SUP-CRA had allowed exits from NPS based on ‘Self Authorization’ by the Subscribers themselves using Aadhaar if the corpus in their Account was up to Rupees Five lacs. This mode was disabled post SC Judgement on Aadhaar e KYC. However, post launch of Off line Aadhaar, PFRDA has digitally enabled opening of NPS accounts by using Off line Aadhaar with the explicit consent of the prospective Subscribers which offers instant account opening experience to such Subscribers.

It has now been decided by PFRDA to make the exit process more agile and seamless by extending the off line Aadhaar for the purpose of self-authorizing the exit requests of e NPS Subscribers. Under the process, the eNPS Subscribers with a corpus up to Rs. 10 lacs (Rupees Ten Lacs) in their NPS Accounts, can furnish their off line Aadhaar details for the purpose of exit, in compliance with PFRDA’s exit regulations.

In addition, for eNPS Subscribers whose corpus is more than Rs 10 lacs (Rupees Ten Lacs) as well as for the subscribers who are associated to POPs (Points of Presence) , an online platform has recently been enabled. In this process, the exit requests of All citizen/Corporate sector subscribers would be verified by POPs, while exits of enps subscribers (not associated to any POP) would be verified by their respective banks which are registered as POPs with PFRDA.

How to exit through Self-authorization by e-NPS subscribers

1. Subscribers login into CRA system using their PRAN and I-PIN
2. Select Exit menu and provide the details viz Allocation of corpus, Annuity Service Provider (ASP) details, Annuity Scheme etc.
3. Bank Details will be shown in non-editable mode. Other details such as subscriber name, gender, father name, address details will be auto-populated in non-editable mode.
4. Document Upload: Subscriber will upload KYC documents, Withdrawal Documents, Bank Proof etc.
5. e-sign Authentication: After providing all the details, Subscriber will request do the e-sign.
6. Generation of Acknowledgment ID: On submission of the Exit request and Acknowledgment ID will be provided to the subscriber.
7. Self-Authorization option: If the corpus is below Rs. 10 lacs, then SelfAuthorization option will be provided to the subscriber.
8. If subscriber opts for Self-Authorization, below process will be followed:
   1. Subscriber will download the Offline Aadhaar XML File from UIDAI website. UIDAI Link and help page will be provided to the subscriber for download of Offline Aadhaar XML File.
   1. Upload the Offline Aadhaar XML file in CRA system and provide the Aadhaar Share Code, Mobile Number and Email ID.
   1. CRA system will validate the Aadhaar Share Code and Mobile Number with the Offline Aadhaar XML file.
   1. Subscriber name in CRA records should match Aadhaar.
   1. After successful validation, self-authorization withdrawal request will be accepted in CRA system for execution.

‘Instant Bank Acct verification’ through penny drop shall be undertaken by CRAs and the cost shall be borne by the respective subscribers.

• CRA system provides the subscriber’s details to concerned ASP.

10.ASP will issue the annuity policy to the Subscribers and will upload the Annuity details in CRA system.