Wine tales of Hyderabad

Kishan Peddapally has watched the emergence of wine culture, and has been a significant part of it. He shares the journey of wine in the city of Nizams

Hyderabad has come a long way in terms of wine appreciation. From being mentioned to name the liquor shops and restricted to a minute section of well-travelled connoisseurs, wine has today gained the status of an accepted social drink during most social gatherings and private functions. Way back in 2004, the license fee of Rs 2 lakh was being collected for the wines that dissuaded many wineries from entering the Hyderabad market.

But thanks to the efforts of Peddapally Kishan who represented a young Indian wine brand Sula Wines made several rounds to the excise office notwithstanding the many well-wishers who told him he was on a wild-goose-chase, and the government was finally convinced. The licence fee was then reduced in one go to Rs 10,000 giving way to several wine brands that created a healthy wine market.

Kishan started his career in marketing wines with one of the first brands to have made an entry in Hyderabad, Indage from Riviera. He has seen the cycle of change from close quarters. He says, “In 2003, the one or two wine companies that had presence in Hyderabad together could hardly sell 3,000 cases per month, but today, around 20,000 cases are being sold. Much has changed when the licence fee was reduced. Many companies including Sula had registered. But it also took a lot of effort to create awareness.”

Kishan, during his stint with Sula, organised and sponsored events and held wine appreciation sessions and in addition to increasing his company’s market share to 70 per cent, had also contributed a lion’s share in improving the wine drinking habits of Biryani loving Hyderabadis. “There was a time when some people actually would mix soda in their wine. And when people started drinking wine they would usually go for the red or white wine. The wine culture has improved tremendously.

People are also well travelled and they understand their wines. Today, wine is the most preferred social drink, especially because it is also healthy. And people are ready to taste all kinds of wines and also ask for the Chenin Blan, Shiraz,” he shares. The wine segment seems to have come, a full circle with VAT regulation formulated in 2013. According to the regulation the domestic wines are levied 150 per cent VAT while imported wines are charged 70 per cent.

That actually neutralises the subsidy and the consumer tends to opt for the lure of the imported wine. Evidently many imported wines made their debut in Hyderabad in the last three years. How does domestic wine fare in terms of quality? Kishan clarifies, “Our wines are far more superior. International standards of processing are employed to make the wines. In fact many imported wine companies bring their cheaper wines to sell in India and in comparison; our wines are much more evolved.”

Kishan has already made several representations to the chief minister, excise ministry and secretary to reduce the VAT on domestic wines. He is quite upbeat about Telangana government’s positive response to the proposal. “Once the VAT is reduced many good companies are planning to make their entry into Hyderabad. The more the merrier it will be for the wine connoisseurs of the city.”

By:Rajeshwari Kalyanam