Tag: wine availability awareness campaigns in south india consumer markets

After quietly building presence in Maharashtra with up to 60,000 bottles sold annually, Paladin Wines expands into Goa and Karnataka, guided by demand for certified vegan varietals and steady year-round interest in its vermouth (a fortified wine infused with herbs and botanicals) range

Paladin Wines, the Italian label introduced to India under Morgan Beverages, is entering a new chapter as it steps beyond its initial stronghold in Maharashtra into the southern states of Goa and Karnataka. This move, described by the company as a carefully timed expansion, comes after seven years of slow but deliberate market cultivation that now sees the brand move between 45,000 to 60,000 bottles annually.
The brand’s founder, Rohan Nihalani, who is also co-founder of Cartel Bros. and the entrepreneur behind boutique whisky labels like The Glenwalk and The Glenjourneys, has consistently positioned Paladin as a quiet disruptor in India’s evolving wine story. Its portfolio, anchored by the Draggo Rosso Merlot and rounded out by Prosecco Rosé, Syrah, Pinot Grigio, Amarone, and Dry Prosecco, appeals to a generation of Indian drinkers shifting away from mass-market labels and toward thoughtfully curated imports.

India’s wine culture is maturing steadily,” Nihalani notes. “We’ve focused on introducing wines that carry authenticity and depth. With Goa and Karnataka now on our map, we’re bringing these wines to new shelves and new palates.
The expansion also rides on Paladin’s lesser-known but rising star: its vermouth range. Though once a niche category, vermouth has found traction among urban Indian consumers, especially those seeking botanical-forward profiles for sipping and mixology. From just 1,500 bottles imported last year, the company has already crossed 5,000 in off-season distribution, a sharp signal of market responsiveness even outside the peak festive window.

One key factor in Paladin’s growing acceptance lies in its certification as a vegan wine brand, still rare in the Indian market. As plant-based lifestyles become more widespread, vegan certification has become a quiet differentiator, particularly in urban Tier 1 markets. Modern consumers read labels,” says Nihalani. “They want transparency, quality, and purpose in what they consume.
Priced from ₹2,499 plus taxes, the brand balances accessibility with aspirational value. Its products cater to consumers who may be discovering European wines for the first time but seek quality beyond entry-level choices. Paladin’s wines are available in boutique wine shops and curated retail environments, and the company avoids mass-market positioning, choosing instead a slow-burn distribution model that emphasizes consistent supply.

The rollout in Goa and Karnataka began in October 2025 with selective listings, and broader availability is expected in the early months of 2026. Morgan Beverages aims for 30 percent volume growth across its wine portfolio by the end of next fiscal year and targets 20 percent market share within the premium wine segment over the next two years. The roadmap also includes deeper penetration into metro cities like Hyderabad, Bengaluru, and Chennai, where imported wine consumption continues to rise steadily.
Founded in 2017, Morgan Beverages now manages a multi-category portfolio that spans whisky, gin, vodka, beers, wines, and vermouth. All labels are personally sourced, sampled, and approved by Nihalani, reflecting a curation-first approach to the alco-bev space. This attention to provenance, coupled with a focus on education and shelf strategy, has helped Paladin retain its identity as a heritage label with a modern sensibility.

Morgan Beverages, established by Rohan Nihalani in 2017, is recognized for importing and distributing premium international spirits and wines across India. The company manages exclusive rights to several boutique European labels and plays a defining role in shaping India’s evolving wine palate.
Paladin Wines, rooted in the Veneto and Friuli regions of Italy, is curated in India by Morgan Beverages. Its current selection includes certified vegan varietals, best-selling reds, and dry Proseccos, now retailed in Mumbai, Pune, Goa, and Karnataka.

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