Fratelli Wines director Gaurav Sekhri on why launching wine in a can, a project his late brother Kapil Sekhri believed in, makes sense and how the pandemic has seen young and old enjoying wines together
The first vintages of Fratelli Wines India were launched in 2010 and a decade later, in October 2020, they launched TiLT, a wine in a can, just days after 45-year-old Kapil Sekhri, one of the six brothers who founded the company, died of a cardiac arrest.
While the global canned wines market size is expected to reach USD 155.1 million by 2027, according to a report by Grand View Research, Inc., the product category is very new to India.
But Kapil wanted to launch hassle-free wines here to get the young to love and appreciate wine and knock off the snobbery associated with the drink. Despite a weak market, they persisted and launched TiLT – for “Tilt your perspective” this year to honour Kapil.
Tilt — is available in four variants (red, white, rosé, and bubbly, all 250 ml cans, priced at a pocket-friendly ₹180 to ₹200).
Fratelli Wines director and Kapil’s brother Gaurav Sekhri tells Forbes India what a roller coaster ride 2020 has been for the family-run company and the Indian wine market.