Tired of brushing shoulders with unpleasant crowds at liquor vends? Relax! Mumbai-based Globus Wines Ltd, the maker of Miazma brand of wines, is set to heighten one’s wine-buying experience, as the company opens exclusive beer and wine shops, under the brand name Globus Wines.
The company has entered into an agreement with Tata group company Trent, which is into retailing business through the Star Bazaar format. Under this agreement, Globus Wines will be responsible for all operations of the upcoming chain of stores.
The company will open 75 stores across India within 16 months and is in process of similar tie-ups with other retailers. Globus will also open a standalone outlet in near future.
“We’ve tied up with Tata’s retail division and opened the first store in Star Bazaar in Mumbai. We’ve tried to stock all popular wine and beer labels. The stores are designed to provide a new experience to the customer. There’s enough aisle space to walk around and pick up your desired brand,” Karan Jain, CMD & CEO, Globus Wines, told Indiaretailing.
With this innovative concept, Globus Wines becomes probably the first wine manufacturing company to enter the wine and beer retailing business.
The first Globus Wines shop is already operational at Star Bazaar in Dahisar, Mumbai. Spread across 300 square feet, the outlet will stock almost all major wine and beer brands present in the country, including the company-owned wine brand Miazma.
Asked about the promotional strategy considering advertising of alcoholic products is banned, Jain said: “We are relying on word-of-mouth. Walk-ins at Star Bazaar are good; all those buying their groceries and daily-need products can move in and buy wine or beer. It is more of a convenient store, as someone who buys his/her daily needs will not have to go to the liquor vend to pick up a beer can or a bottle of wine. Secondly, it’s the positioning of the store that itself works as a promotional tool.”
Commenting on expected competition, Jain said: “Though we are the trendsetters in introducing such a concept, there will be players who are sure to cash in on this segment. Competition, if healthy, is always good and it will not deter the plans of the company.”
Globus Wines had entered the wine business with the launch of Miazma around nine months ago.
– Ranjan Kaplish
