Market Information
Asia Pacific

India welcomes Canadian icewine

Discerning consumers in the emerging market of India have good reason to cheer; Canada's famous icewine will now be available in India thanks to Ontario-based Niagara Enterprise Agency (NEA), which launched the product in Mumbai in December 2003.

The launch coincided with the visit of former Agriculture and Agri-Food Minister Lyle Vanclief who visited India to promote farm cooperation and seek India's support in WTO agriculture negotiations. Glenn Stansfield, President and CEO of Niagara Enterprise Agency, stated, "India's growing middle-class population is becoming more affluent and western-oriented through education and the increased globalization of the nation's economy. This, combined with the increasing restaurant culture, could make icewine a drink of choice." The NEA represents six major wineries in the Niagara region.

Icewine is made of Vidal and Riesling grapes that are hand-picked after three consecutive days with temperatures of minus 10 degrees Celsius. As the naturally frozen grapes yield very little juice, ice wine is a prized product. Stansfield is confident about the Indian market: "We plan to bring 100 cases of 375ml bottles to Indian hotel chains." Stansfield sees a future not only for Canadian icewine but for Canadian red and white wines as well. The Indian wine market has been growing at 20 to 30% in the past few years. With changing social norms and living standards, an increasing number of Indians who previously chose not to consume alcoholic beverages now enjoy wine in social settings.

While India has been one of Canada's key markets for peas and pulses, it is fast emerging as an attractive destination for exports of confectionary items, snack and breakfast foods, dairy products and select fruits and vegetables.

For more information, contact

Apurva Mehta
Commercial Officer,
Canadian Consulate General in Mumbai
tel.: (011-91-22) 2287-6027,
fax: (011-91-22) 2287-5514
e-mail: apurva.mehta@dfait-maeci.gc.ca