Group looks at promoting wine tourism
With a motive to benefit from the growing wine tourism in India,the UB Group has undertaken a project to develop and market- Four Seasons,the winery owned by the group at Baramati. The group is planning an investment of Rs 100 crore towards promoting wine tourism in India as well as abroad for the year 2009-10. We are investing Rs 100 crore over the next three years for the development of Four Seasons as a recreation centreand a hospitality destination. The investment will go towards the construction of facilities,development of the 400 acre land at our winery in Baramati from the tourism point of view,plant equipment and so on. Some of the new attractions include vine therapy,beauty products,fun sessions,wine tasting sessions and so on. The project is expected to be launched by June this year, said Abhay Kewadkar,business head,United Spirits Limited and director,Four Seasons.
As part of the project,the group is also looking at constructing 16 suits,swimming pool,spa,watchtower,party deck,recreation hall and other leisure facilities at Four Seasons.
Visitors can see the wine-making process,crushers,barrel room that includes barrels that weve imported from France and so on. The architecture at the Winery is also designed in a French style, said Sanjay Roy,brand manager,Four Seasons.
As part of the marketing strategy,the destination will also be promoted at various locations across the country including the existing destinations such as Delhi,Chennai,Bangalore,Haryana,Goa and so on,along with a launch planned in Kerala next year. The outside-India locations that we are targeting include UK,France and Australia. We will be targeting travel agencies from these countries as well as places such as Indian restaurants to promote the brand as well as wine tourism in India. We are also planning to sell a million bottles for the year 2009-10, added Roy.