Mumbai-based wine importer and distributor, Finewinesnmore (FWM) recently launched the first wine club W3 (Wine, Women and Wit) for women in the city. The club was launched by Dharti Desai, founder and CEO, FWM along with entrepreneur Chandni Dhall. There are plans to open wine clubs in Delhi by February 2010 and in Bengaluru by April 2010.
The main aim is to increase wine drinking culture among women and will also entail events associating wine with shopping, travel and fashion. Before launching the wine club, FWM conducted market research to understand the present characteristics of women wine drinkers in Mumbai. The research revealed that about 60 per cent of total wine drinkers are women while about 50 per cent of all wine purchasing is done by women. “This trend reflects that women are a driving force in the wine industry. Hence, it was essential for us to design a club to cater to this growing segment,” informed Desai.
The club presently has 27 partners, which will offer special privileges to the club’s members. The partners include Myrah Spa, Lancome, Thomas Cook Indulgence and Valhalla restaurant in Mumbai. While the partners are presently Mumbai centric, the club will increase its associates with the launch in new cities across the country. The club will conduct two events every month: First being a wine education and appreciation session and the second will be an event associating wine with travel, shopping and fashion. The education will focus to increase the consumer base of wine drinkers in the country, Desai informed. FWM also plans to initiate wine sales through the club, offering special deals to its members and facilitating home shipments.
The main aim is to increase wine drinking culture among women and will also entail events associating wine with shopping, travel and fashion. Before launching the wine club, FWM conducted market research to understand the present characteristics of women wine drinkers in Mumbai. The research revealed that about 60 per cent of total wine drinkers are women while about 50 per cent of all wine purchasing is done by women. “This trend reflects that women are a driving force in the wine industry. Hence, it was essential for us to design a club to cater to this growing segment,” informed Desai.
The club presently has 27 partners, which will offer special privileges to the club’s members. The partners include Myrah Spa, Lancome, Thomas Cook Indulgence and Valhalla restaurant in Mumbai. While the partners are presently Mumbai centric, the club will increase its associates with the launch in new cities across the country. The club will conduct two events every month: First being a wine education and appreciation session and the second will be an event associating wine with travel, shopping and fashion. The education will focus to increase the consumer base of wine drinkers in the country, Desai informed. FWM also plans to initiate wine sales through the club, offering special deals to its members and facilitating home shipments.
