Fratelli Vineyards Ltd. is planning to expand its footprint in wine tourism by launching a 40-room resort in Maharashtra, aiming to tap into the rising demand for experiential travel and wine culture in India. This move is part of a broader strategy to cater to the evolving preferences of younger generations, particularly millennials and Gen Z, who are increasingly gravitating towards wine. The growing interest is fueled by their travel experiences and social media exposure, signaling a shift in a country that has traditionally been dominated by brown spirits.
Ranjit Sekhri, a key representative of Fratelli Vineyards, highlighted the steady rise in demand for locally produced wines. He noted that the youth’s growing fascination with wine culture presents a unique opportunity for the brand to strengthen its position in the Indian market. According to Sekhri, the expansion into wine tourism is a natural extension of the company’s efforts to promote locally made wines and enhance the overall wine experience for consumers.
However, Sekhri also expressed concerns over the impact of ongoing global instability on India’s wine industry. He stressed the importance of the government’s vigilance in trade negotiations, emphasizing the need to protect domestic wine producers in a challenging international environment.
Fratelli’s planned resort is expected to serve as a hub for wine tourism, offering guests an immersive experience into the world of Indian wines. The venture aligns with the broader global trend of integrating luxury travel with local culture and artisanal products, reflecting the evolving interests of modern consumers.
