Myra Vineyards, the Bangalore based company and one of the fastest growing wine brands in the country.
Myra Vineyards, the Bangalore based company and one of the fastest growing wine brands in the country, is all set for its next phase of expansion into newer cities across India.
Apart from Myra Premium which was launched in early 2013, this year saw the brand add two distinct wine categories to its growing portfolio– Reserve, their high end super premium wines and Two-Headed Bird – the only Indian single varietal wine in the entry level segment. The brand currently has eight varietals across three price points and consumers can expect one more to be added shortly.
In eighteen months since its inception, taking cue from wine consumption patterns in the country, Myra is already present in Mumbai, Pune, Bangalore and Goa and is set to expand to New Delhi and Pondicherry by the end of the year.
Supplemented by a number of innovative properties and promotions, the brand is aiming to establish itself in the minds of wine drinkers across markets. Myra Nights – a theme-based evening that sees the brand tie-up with up and coming DJ’s and established F&B outlets across cities and Myra Sundowners are just two of the regular events the brand initiates to tap into audiences. Its Annual Golf Tournament in Coorg where all the proceeds go to a local charity is also a property that the brand is looking to expand in the years to come.
In addition, a number of awards has already been bestowed on the brand to date which include Winner of commendable wine for Shiraz, International Wine Challenge (IWC) in London and Winner of bronze for Reserve Shiraz and commendable wine for Sauvignon blanc, Decanter Asia Wine Awards (see a full list awards won below).
To date, 7,000 cases have been sold and the company is expecting to double this to 14,000 cases across all categories by the end of this financial year.
Ajay Shetty, CEO, Myra Vineyards said, “Currently, the growth of the wine industry in India is between 13% to 15% annually and it’s this ever increasing demand that we want to capitalize on. It has been a remarkable journey for us thus far and we’re currently finalizing plans for entry into two new markets and the launch of a completely unique varietal. From the start, I have followed the belief that ‘Wine is all heart’ and we hope to bring about a paradigm shift in the consumption pattern of wine drinkers in India. To date, we are the only brand in India that have a single varietal wine at an entry level price and will continue to push the boundaries.”