Sula bets on premium and tourism as cheap wine segment heads for shakeout
CEO Rajeev Samant warns India's Rs 300-500 low-end wine tier faces casualties from unsustainable BOGO discounting. Sula sidesteps the price war: premium labels (above Rs 1,200) hit 78% of Q4 sales versus 75% prior quarter, while Nashik wine tourism grew 17% and crossed Rs 100 crore in FY26.
Sula CEO Rajeev Samant warns India's cheap wine segment faces unsustainable BOGO discounting that may force casualties. Sula avoids the price war, leans on premium labels (78% of Q4 sales) and wine tourism, which crossed Rs 100 crore in FY26.