Ricky Ponting, the legendary Australian cricket captain, is facing a different kind of challenge off the pitch—breaking into India’s wine market. Ponting Wine, Ricky Ponting’s premium label created with renowned winemaker Ben Riggs, has gained global enthusiasm but struggles in India due to high import duties and taxes.
High Hopes, Higher Taxes
Ponting Wines debuted in India in May 2023 through an exclusive launch with Delhi Duty Free at Indira Gandhi International Airport. While Ricky Ponting’s presence generated initial excitement, the brand faces a major challenge—India’s steep 150% import tax on foreign wines. This hefty duty makes premium wines expensive, restricting their appeal beyond elite buyers and hindering broader market penetration.
The Numbers Game: How Taxes Impact Wine Sales
A $20 bottle of Ponting Wines in Australia costs over ₹4,000 ($50) in India after taxes and markups. With local premium wines priced at ₹1,500-₹2,500 ($18-$30), imports face tough competition. This pricing challenge isn’t unique to Ponting Wines—India’s wine industry is dominated by domestic producers like Sula, Grover Zampa, and Fratelli, which together control over 70% of the Indian wine market. Imported wines, on the other hand, make up just 15-20% of total sales, highlighting the uphill battle for international brands.
Trade Agreements: A Ray of Hope?
There is some relief on the horizon. The Australia-India Economic Cooperation and Trade Agreement (AI-ECTA) has introduced phased tariff reductions, offering a silver lining for Australian wine exporters:
- Wines priced above $15 per bottle now have a reduced tariff of 70%, expected to drop to 25% by 2032.
- Mid-range wines priced between $5-$15 have seen tariffs cut to 95%, with a goal of 50% by 2032.
While this is promising, industry analysts predict that real impact will only be felt if state-level alcohol taxes—which vary widely across India—are also rationalized.
What’s Next for Ponting Wine?
Ponting Wines must navigate India’s complex liquor laws and focus on luxury hotels, premium restaurants, and duty-free retail. With wine culture growing 20-25% annually and import duties expected to ease, a bigger innings may lie ahead.
Interesting Read
With strategic pricing, smart marketing, and a bit of patience, the cricketing icon might yet turn this into another victory. But for now, the Indian wine market remains a tough pitch to bat on.
