Destination Marketing and Branding of Nashik: A Case Study of Sula Wine Festival

Destination Marketing and Branding of Nashik: A Case Study of Sula Wine Festival

Gayatri Gawde, Sachin Kumar Behera, Sharad Kumar Kulshreshtha
Copyright: © 2023 |Pages: 14
DOI: 10.4018/978-1-6684-6356-7.ch013
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Abstract

This chapter presents a case study, highlighting the importance of wine tourism with its connection with the Sula Wine Festival that happens in Nashik, Maharashtra. This case study presents an exploratory study of the Sula Wine Festival, with a focus on educating readers on its prominent features, USP, and attractions for the people interested in wine festivals. The study further explains some of the distinct advantages of Nashik such as its soil, location, and wide range of attractions nearby. The key objective of the case study is to make the readers aware of the power of wine festivals in tourism and encourage the blending of tourism and wine consumption for marketing and branding Nashik.
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Wine Tourism In India

With globalization and increasing economy of India, Indian wine industry is growing at a CAGR of 20-25 percent and estimated to US$150 million. Uniformity in wine laws, new regulatory policies, tax incentive and increasing spending power of middle class widely spotting wine is a lifestyle drink and increased acceptability in India (Kumar, 2021).

While wine consumption in India is currently very low (an estimated annual per capita consumption of less than 10 millilitres), the global annual per capita consumption of wine is around four litres compared to this, but the picture is rapidly changing. The Indian wine industry reported a double-digit annual compound growth rate of over 14 percent between 2010 and 2015 (Economic Times, Mar. 15, 2017).

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