WINE TOURISM IN GODAVARI WINE PARK, VINCHUR : PROSPECTS AND CHALLENGES

Wine tourism is quite different from other forms of tourism because they cater to a different class
of tourists. India has slowly emerged as a popular destination for the wine connoisseurs. The state of
Maharashtra alone accounts for almost 80% of India's wine production. Nashik, which is fast developing
as an industrial and educational hub, has a unique distinction of being one the most popular pilgrimage
centres in India and is also known by the sobriquet “Wine capital” of India. The Godavari Wine Park,
Vinchura, which houses a few prominent wine units, is slowly transforming the economic landscape for
the region. Apart from the topography which is conducive for grape cultivation, the region is endowed
with requisite infrastructure like a 1.72 MLD water supply scheme, broad roads for access to the
industrial areas and a 33/11 KV, 5 MVA substation which caters the power supply of the industrial area.
There are also government incentives in place pertaining to excise, sales tax, octroi and certain special
incentives. This paper reviews the existing status of wine tourism in the region with respect to
functioning of wine units, the economic impact on the area and employment opportunities. The paper
also explores various brands of wine, marketing strategies adopted and government support and subsidies
extended towards the industries. The challenges and problems faced by the wine makers are discussed
and recommendations are made to improve the promotional strategies and popularize wine tourism.