Reliance Fresh will start selling Diageo’s international wines portfolio in the country. Diageo will launch domestic wines at Reliance Fresh outlets, along with regular liquor shops, in September. The move is expected to increase the market share of the company.
Diageo is the world’s biggest liquor company and is expecting growth in multiples of 100 per cent in the country. Earlier this year, the company introduced its exclusive wines at select outlets in India.
To begin with, Diageo’s Blossom Hill Californian wine will be made available. Blossom Hill red wine and white wines are in the range of Rs 700-800. Other Blossom Hill varieties like Chardonnay, Colombard Chardonnay, Merlot, Cabernet Sauvignon and Cabernet Shiraz are priced in the range of Rs 900-1,000.
According to the excise law, only wines and beers can be retailed at outlets and malls, not spirits (whisky, rum and vodka), which are exclusively available at licensed liquor shops.