Satisfactory Essays
Although only 5 % of Sula’s wine brands are exported, Sula has been venturing into newer markets across the globe. Over the last 6 years, Sula’s Global Brand Ambassador led Sula’s introduction into new markets such as Canada, Belgium and the Middle East and emerging markets like China are in pipeline this year.

Realizing that the global wine market is competitive and brand sensitive, Sula has used a wherein it partners with international distributors. For instance, the company has recently launched the Nasika range with UK’s Laithwaite’s. The range will also be available shortly in US, Australia, Hong Kong, Switzerland and Germany. Other countries where Sula is currently distributed are Belgium, Bhutan, Canada, China, Finland, Italy, Japan, Nepal, Sri Lanka, Singapore, Sweden, South Korea, UAE and USA. Sula has also partnered with wine providers such as the wine web (, New York Wine Exchange ( and Novum Wines ( to ensure direct to door delivery.
Further, the company has been participating in wine competitions and has won competitions such as the silver medal for its Sauvignon Black in the 2011 Decanter World Wine Awards. These awards have had a positive impact on Sula’s brand awareness and have facilitated its acceptance in global markets.
So, overall Sula's strategy has been that of adaptation via distributors and arbitrage by taking advantage of demand in countries where there is a large profitable market of sophisticated wine drinkers. (Please see the AAA analysis of the Sula Wines in the appendix)
We believe that Sula’s global strategy has been fairly effective so far. The distributor route adopted by Sula has certain benefits which are also a source of its comparat...

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...ot a sustainable competitive advantage.
Sula can protect itself from competition by acquiring Nashik wineries that are critical to producing Indian Wine (Sula's Product) and by building a market beyond the domestic market. Sula's wines such as the White wines are a natural match for India’s spicy cuisine. Sula Brut(sparkling wine) pairs well with tandoori dishes and biryani. Sula Chenin Blanc pairs well with sweet and sour dishes that characterize Gujrati, Chinese and Thai cuisines. So, entering a market such as China is an excellent geographic opportunity for the following reasons
• Lower distribution and transportation costs
• Sula Wines pair well with Chinese food
• Chinese palettes are relatively under developed and do not have a over preference for the expensive old world wines
• Average wine consumption per capita for China is 400 ml against India's meager 9ml
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