Deterrents to wine consumption in the emerging market of India: A qualitative study

India is among the fastest growing economies in the world. With increase in population as well as in disposable income, India is expected to see a growth in wine consumption. However, that is not seems to be the case. Although, consumption of alcohol is widely prevalent in India and has been growing steadily over the years, the same is not seen with regards to wines in particular. The present paper attempts to investigate the deterrents to wine consumption in the emerging market of India. Sixty-three customers from Delhi and Bangalore metropolitan cities participated in the study. An unstructured interview technique was employed to find out the reasons for less wine consumption among Indian consumers. Thematic analysis was used to analyze data. Five main reasons for low wine consumption emerged out of the study, namely: low value for money, lack of awareness, low self-image congruence, special occasion drink and low socio-cultural relevance. Based upon the results of this study, possible managerial implications suggested are: targeting wine to consumers who prefer healthy, low alcoholic alternative to existing beverages, promoting various wine varietals, positioning wine as a celebration accompaniment, mentioning suggested food pairing along with wine labeling etc. (c) All Rights Reserved