About us
Distributors for Alcoholic Beverages Indian made Foreign Liquor, Beers and Imported products.
The Company was established in 1991 as per Indian Companys' Act 1956 with its registered office in Mumbai , Maharashtra.
The Company is engaged in distribution and retailing of beverage alcohol products of Indian and imported origin.
The Company own and operate its own fleet of vehicles for deliveries across the city and also have own Excise Bonded warehouse for storage of these sensitive goods.
The Company is one of the largest distributors for The UB Group for its Spirits Division and for SAB Miller for their beers.
Presently the Company supplies to over 350 wine shops,0ver 800 permit rooms and all star hotels , clubs and premium restaurants in the mega polis of Mumbai.
The Company is now focused on leveraging its expertise in distribution by bringing into the country a host of International brands from leading manufacturers across the world.
Supply for labels:
Permit room / on premise
Wine Shops / off premise
Presently servicing 800 permit rooms, 350 Wine Shops and all 5 stars / Clubs & Premium A Grade outlets.
Supply by owned Vehicles
(Article from AMBROSIA magazine May 2006)
(Vikas Gupta and A.M.David in Bologna)
After having playd a strategic role in promoting UB spirits and SAB Miller beers in the mumbai market, the company is readying its strategy to play an equally vibrant role in the imported spirits market under the stewartship of Vikas Gupta, Director, and A.M.David, Vice President, Sultania Trade Pvt Ltd.
The imported spirits industy has been crampled on account of the high duties but all the major global companies who are betting big on the Indian market have set up shop. For local player , Sultania Trade Pvt Ltd., it is indeed a logical step in the right direction to get into the growing imported spirits market. The company intimately understands the market of commercial capital of India, Mumbai, and has made a significant contribution by clocking close to one million cases in this key market for all liquor manufacturers both local and international players.
Sultania Trade Pvt Ltd. The largest distributors of beverage alchohol products in Mumbai (in value), reenters t imported bottled in origin beverage alchohol products distribution. Currrently they distribute UB spirits Division Division Products and SAB Miller's Beers and has clocked volume in excess of 8,00,000 cases during the period ended 31st March 2006. Sultania was the first in India to launch Skyy vodka, sierra Tequila, J.J&C wines in 2002 and has broken all price barriers to get the products to Indian consumers at affordable prices. Also Sultania was Instrumental in launching The Famous Grouse Scotch whiskey in Mumbai market in 2002.
For Vikas gupta who handles the entire operations of the country certainly knows his business. Although the company has won all its laurels in the IMFL business it is the international business that is closest to his heart. Ask him the price of any international brand and pat comes the answer, but ask him the price of Bagpiper and he needs to double check. For the moment, Our Strategy is to choose our products carefully and only when the conditions are conducive, we will introduce our brands, he says.
Mr. A.M.David is veteran in the imported beverage alcohol industry with over two decades of experience, brings to Sultania his immense knowledge and experience to establish this new segment of business into its logical next step providing greater synergy for the entire value chain from producer to consumer.
Mr.David has extensive experience in handling world's leading brands of beverage alcohol products of United Distillers ( now known as Diageo),
Moet-Hennessy, Allied Distillers(Now known as Jim Bean Brands), Martini & Rossi (now know as Bacardi-Martini), Carlsberg International, Angostrutra biters, southcorp wines, Grupo Campari etc.Many of these companies have now their own distribution arrangements in the country. Mr David has also unique distinction of bringing Camimo Real, Jose'Cuervo and Sauza tequilas into the country.
Mr. Vikas Gupta, confirms that this move will ensure that Sultania will get into the next growth mode through import distribution – the key being , getting India centric products offering exceptional quality at true value prices thereby ensuring a win win situation for all stake holders.
The duo had visited Bologna, Italy in April 2006 for attending a global buyers meet to firm up their plans. Other categories are being closely looked at. Watch this space.
International Business Convention on AQUITAINE WINES & SPIRITS.
(Article from AMBROSIA magazine DEC 2006)
Excerpts:
France, The worlds number one wine producing country has undergone a major change in terms the branding and labeling of its wines. In earlier days the wine companies products were branded according to the region they belonged to. However, to meet the growing demand of the wine connoisseursof the world
( Bill, Marie and A. M. David at G.C.F. office)
The Producers of these Wines and Spirits were from Classic Reds of Medoc, Graves, St. Emillion and Pomerol to the great sweet whites of Saturnes and Barsac.
Bordeaux is the largest source of quality wines in the world.
and to avoid confusion, the french wine maker have also started labelling the bottles as per grape varieties. This was clearly visible during the recent convention on Aquitaine Wines and Spirits.
The event had attracted 80 qualifiedbuyers from 27 countries and china was the flavour of the meet with 16 buyers many of them being ladies.
The producers of these wines and Spirits were from the classic reds of the Medoc,St.Emillion and Pomerol to the great sweet whites of saturnes and Barsac. Bordeaux is the largest source of quality wines in the world.
The buyers were also treated with a gala reception by the organizers at cheteau Rochermonin an Andre Lurton property and to a tour of St.Emillion a world heritage site known for premium wines.
In his visit ti the largest bottling facility in European Union of Les Grands Chaise De France (G.C.F.) at Landiras a suburb of Bordeaux, David attended a special tasting session of their repertoire of fine wines from all regions. They bottle over a million bottles a day and have ultra modern facilities to bottle all types of packaging and sizes. Sultania imports their J.J. & Cie wines and have plans to get additional wines into their portfolio. Sharing his experience with Ambroisia, David said, he also had the privilege to the eleventh century chateau Olivi a Crue Classe of Leognan with Union of Les Grands Chaise De France's Export Director Bill Fisher.
in imports, warehousing and logistics. Vikas Gupta, Director, Sultania Trade Pvt. Ltd outlines their plans to
Vincent Fernandes.
move in to their premises in the next eight months. We hope to take the company to the next level, says O. P. Sultania, Managing
Director, Sultania Trade Private Ltd.
The company has grown steadily over the years attaining double digit growth consistently. But this has not come without a reason. Vikas Gupta, Director of the firm, attributes it to hard work beginning from the managing director which percolates down the line. This hard work has paid off and has underlined our commitment to our customers, he adds.
While the distribution of IMFL has been streamlined, Vikas focuses on the International business. We are always on the look out for unique products, exceptionally good ones with exceptional pricing keeping in mind the Indian palate, climate and food habits. Products like Asti Spumante, a white sparkling wine from Dezzani in Italy go well with spicy Indian food. It’s not so dry as a Brut Champagne, he explains.
indepth knowledge of markets, says Vikas. Some of their star products include Cantina di Soave, Asti Spumante, Sakes from Gekkeikan, Tequilas like Porfidion from Destileria Porfidio and El Caballo Estrella Gold & Silver. In the sparkling wines segment, the Grandials demi sec and Asti Spumante are sure winners. But the success story is not based on right products at the right price only.The company also relies on effective distribution and more importantly on a number of initiatives it undertakes to reach out to the consumer. With the festival season around the corner we have begun our promotions well in advance to educate the consumer, invite him to try the product and then regularly buy it, says A. M. David, Vice President of the International Division. Most of their scotch brands from The Edrington Group which boasts of brands like The Famous Grouse and Macallan Single Malts are nearly sold out and fresh stocks are expected soon. For the Santa Carolina, Chilean wines we are offering a buy one get one free scheme at Godrej Nature’s Basket, Nirmal Lifestyles and other premium stores. This promotion began well before the season and will
continue till the end of the year, says David. The emphasis is on passing on the benefit to the end consumer, he points
out. There are also special offers on their Pinot Noir Brut Rose, a pink sparkling wine from Duc de Raybaud and J.J. & Cie wines. At the retail level, we are offering sake glasses on packs, champagne glasses for our French Sparkling
Wine, Granddial Blanc d Blancs demi sec from the House of Les Grands Chais de France and the Pinot Noir Brut Rose. Says David, we are also offering special custom made imported French wine openers with our Amarone and glass stirrers with our Porfidio tequila. In order to connect with our consumers we are also disseminating product information and brochures. To further enhance the spirit of drinking tequila, the company invited the owner of Porfidio, their star tequila brand, Mr. Martin Grasse to conduct special training sessions at 20 select on premise outlets. We have
also conducted SAKE training sessions, chips in Vikas. The idea is to familiarise our customers with our products from the Gekkeikan Sake Company Ltd. and also update them with latest hospitality trends. For instance
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we are associating with The Institute of
Hotel Management to provide theme Japanese dinners specially prepared by a Japanese Chef flown in to educate the students on some of the rudiments of Japanese cuisine and its paring with Sake. Indian food also goes well with Sake, says Vikas. Sultania Trade is also associating with Festa Italiana to promote its Italian wines from Cantina di Soave. These include a Soave DOC 2005 – white wine, Soave Classico DOC 2007 – white wine, Bardolino DOC 2007 – Red Wine, Bardolino Classico DOC 2007, Red Wine, Valpolicella DOC 2005 – red wine, Valpolicella Superiore DOC 2004 – red wine, Amarone della Valpolicella DOC 2005. They also have a Grappa Classica from Mazzetti Di Altavilla and sparkling wines from Dezzani. We are also participating at IndSpirit 2008. At this show we will be launching a five times distilled ORA Blue Vodka from Maison A.E. Dor. Most vodkas are generally distilled once, twice and maximum thrice. At the show we hope to let our products to do the talking with aggressive sampling. They are our brand ambassadors and spokespersons, says Vikas. But all the company marketing efforts are not without their challenges. The company has grown exponentially and now has a 100 crore plus turnover. Its IMFL distribution division easily averages 50,000 cases per month. Once we move to our new premises and add new brands and beers to our portfolio, we should easily touch one million cases, says Vikas. But despite the growth our margins are getting eroded because of rising costs. |
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little resources for promotion. Mumbai being the cynosure of all eyes, the government should rationalize duties which in turn could boost government revenues. The government should also offer a level playing field, opines Vikas. Horeca eeds to have fair pricing. Hotels should not charge more than 100 per cent of retail price, he says. Hotels could be hurt by the melt down and right pricing could increase the consumer base and contribute to revenues. As the Indian consumer gets more and more adventurous he is no longer opting for tried and tested menus. The consumer is king. Let him decide, says Vikas. The recent down turn and change in excise policy has hurt the industry. The government has lost revenues for nearly three months as all imports have been put on hold. If the government was not to rationalise duties then the winner would be alternative sources. For Sultania Trade, the show however goes on. Its ambitious plans, sound product strategies, effective distribution, strong sampling and above all good fundamentals has enabled the company to grow and perhaps bring cheers all around.
Agave Spirits or tequila as it is popularly known is much more than that as Ambrosia finds out.
| Better known as the Rolls Royce of Tequila’s, Porfidio is the brain child of Martin Grassl, born in Austria, lived in Mexico and made his mark in liquor marketing in Japan. Porfidio’s philosophy runs contrary to the present trend in luxury vodkas, which defines quality as “tasteless neutrality by design“, by accentuating the true Agave flavor in its products to its very best, instead of eliminating the flavor to a maximum. Little wonder it won many accolades both for the founder and the spirit he created. In 1997, Grassl was credited by the Washington Post as the very creator of the superpremium tequila segment and the initiator of a new fashion trend towards luxury tequila in the United States. He was also awarded the Wine Enthusiast´s World Champion Award with the highest qualification ever given to any New World Spirit in American history (98/100). The media said that he had transformed the image of tequila in the United States from a working class spirit into a high society drink. In a span of eight years he has become one of the most influential tequila producers. |
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In 2004, Grassl created the Super-Jalisco category as part of a political process with separated traditional Agave Spirits producers in Jalisco from “New Age” Agave Spirits producers. Porfidio is now the clear market leader in the ultra-premium 100% Agave
segment and is the drink of choice of such
celebrities as Jennifer Aniston, Andre Agassi,
Robert DeNiro, just to mention a few. It is
also the Agave Spirit of choice of Prince
Charles during his visits to Mexico.Agave Spirits are alcoholic distillates, which use the Agave Plant as a raw material to obtain alcohol. Just like Brandy is made from grapes and rum from sugar cane, Agave Spirits are made from the Agave Plant. The basic production process for all types of Spirits is essentially identical.
The juice is extracted from the originating raw material through a pressing process and the sugar within the juice is transformed through fermentation into low alcohol wine. The wine is distilled for purposes of concentrating the alcohol by separating the water But Agave Spirits are somewhat different from Brandy and Rum production. Agave can only be harvested once every sevento ten years, not once per year. It grows in the dessert and requires no irrigation and is a starch plant which has to be cooked to extract the juice. There are different types of Agave spirits. Mezcal, from Southern Mexico, is made from
Agave Espadin. Mexican Tequila from
Central Mexico, is made from Agave Azul. Others include Bacanora from Western Mexico made from Agave Azul and Sotol from Northern Mexico, made from Agave Silvestre. Outside of Mexico there is Cocuy from Venezuela, made from Agave Cocuy and South African Tequila from South Africa, made from Agave Americana.
It is the various types of Agave plants and various regions from where Agave plants
are grown. A combination of both factors
results in different names for Agave Spirits
for essentially the same product with slightly
varying taste profiles. Agave Spirits like Scotch Whisky are subdivided into two basic categories. Blended Scotch Whisky is made of 51% Malt and 49% grain alcohol while Single Malt Whisky is made of 100% Malt. Blended Agave Spirits made of 51% Agave and 49% “other” alcohol (sugar cane or maize based). Hundred per cent Agave Spirits, made of 100% Agave, also known as Single-Agave spirits. Blended Scotch Whisky is labeled as
Blended Scotch Whisky and whisky made
of “100% Malt” is labeled as Single Malt
Whisky. However Blended Agave Spirits are always labeled simply as “Agave Spirits”
without the addition of the world “blended”:
see Sierra, Cuervo, Sauza as examples.
Hundred per cent Agave Spirits, on the
other hand, are labeled with the term “100%
Agave”
If the label of any Agave Spirit does not
mention “100% Agave”, it is legally implied
by legislative imposition that the Agave Spirit
is blended.
Tequila is defined as an Agave Spirit
made of at least 51% Agave Azul of at least
seven years of age which has been grown
in any of the following climatically diverse
regions: State of Jalisco, Tamaulipas,
Nayarit, Michoacan and Guanajuato; and
which must be distilled at least once.
Super-Jalisco”, by contract, is defined as
an Agave Spirit made of 100% Agave Azul
of at least ten year of age which has been
grown exclusively in the State of Jalisco;
and which must be distilled at least twice.
“Porfidio” is defined as a Super-Jalisco
Agave Spirit.
Porfidio defines itself as an alternative
luxury spirits product with appeal to young,
urbanite consumers who are bored by
traditional luxury spirits consumed by their
parents. Porfidio Super-Jalisco Plata Triple
Distilled is different because it is a 100% Blue
Agave from Jalisco with 10 year old agave
plants. There is no injection of water during
the pressing process and only one pressing
process. The natural fermentation is in
temperature controlled stainless steel tanks.
Alambique triple-distillation is used instead of
column distillation with proper separation of
head and tails.
Packaging too has played an important
role in the success of Porfidio. Available
in hand blown bottles with a small cactus
at the bottom of the bottle it has caught
the attention of trendy consumers. The
packaging has won many accolades.
In India, Porfidio is distributed by Sultania
Trade Private Ltd. The brand has taken off
well and Sultania hopes to do more with the
brand.
With the explosive growth of premium
tequila in the U.S. starting in the 1990s,
Mexico’s national spirit established itself
as a more visible contender in the field of
fine alcohols, competing with stalwarts
like cognac and single-malt scotch for
consumers’ attention, and commanding
prices to match.
Vodka sales have been rocking
since the last five years and
not without a reason. The role
of vodka in a cocktail is to be
a well-prepared blank canvas on which
you can create a whole new flavour.
It was also a natural continuation of
the Grey Goose - spawned idea that
ultra-premium vodka could come from
France. Little wonder that Om Prakash
Sultania, an avid connoisseur of ultra
premium vodkas chose this brand for its
international spirits and wine portfolio.
The introduction of premium and
ultra premium vodkas has fuelled the
market especially in value terms. Many
Frenchmen have thrown their hat into
the ring. ORA is a Pure French Vodka
coming from the house of Maison
A.E.Dor a family owned Cognac
Company based in Jarnac since 1858.
ORA is made only from the heart
of corn and the water used is of
utmost purity which is also used for
the reduction of the degree of their
cognacs VS, VSOP, Napoleon and
XO , coming from a very protected
source. In addition, in order to obtain
the greatest purity, the Master Distiller
distils ORA Blue Vodka 5 times using
alembic distillation process. Sultania is
convinced that ORA is a good vodka
and that the retail trade is willing to
showcase a ultra premium vodka they
consider it to be a good investment.
It is the only premium vodka to be
available in three pack sizes – 1750ml,
750ml and 50 ml at Rs.5,670, Rs. 2,570
and Rs.245/- respectively, says A.M.
David, Vice President, International
Division, Sultania Trade Pvt. Ltd..
Customers can try the 50ml before
buying the bigger pack size, he adds.
According to a tastings report dated
October 07, 2005, from The Beverage
Testing Institute, the results termed it as “Clear. Sweet cheese Danish and dried
fruit aromas. A supple entry leads to an
oily, dryish medium-bodied palate with
very clean, sweet cream, mineral dust,
dried fruit, and peppery spice flavors.
Finishes with a long, fruity, clean white chocolate fudge and mint fade. Very nice.” It also received the International Review of Spirits Award : Gold Medal and was rated 92 points (Exceptional). The Alcohol by Volume is 40% It seems the French distilling teachers are getting their act right and are demonstrating their capacity to surpass the borders of the Cognac and the Armagnac. Proof of it is this sublime vodka, signed by the prestigious house of Cognac A.E. Dor and made from purest waters of mountain and wheat that grows next to the vineyards. It is a distillate of great purity, very fine and elegant in spite of his high alcoholic degree. Although it is enjoyed widely very cold, is suggested to also taste it to room temperature, to perceive all their aromatic wealth and sharp flavor. Vodka consumers in general like to keep it simple by latching onto one brand. And Sultania would like to do just that. Collect those drinkers so they will have a winner on their hands. For spirit lovers it would be interesting to note that something as perfect as vodka, which mixes with almost anything, doesn’t load you down with empty carbs and your boss can’t smell it on your breath. For buyers of imported vodkas some hints would help. The best vodkas come from Europe. It would be a good idea to try vodkas by identifying their ingredients be it potatoes or grains such as wheat and barley. Generally, the more times vodka is distilled the higher the quality of the product. Filtration is important. After the distillation process, vodka is then filtered through charcoal to remove impurities. The purity of vodka increases with the number of times it is filtered. Premium odka is easy to drink with a smooth mouth feel and aftertaste. There is no harsh alcoholic bite in premium vodka. consume premium vodka properly. High-end vodka is not designed to be mixed with anything. It is made to be consumed either neat or chilled on its own. Drinking great vodka is a one-ofa- kind experience, another thing that has captivated consumers. While price is often seen as a reflection of quality, it is important that the product has to be of impeccable quality and taste. Consumers purchase a product for the first time based on its packaging. The second time they purchase the brand the decision is based on taste. People ultimately know a good spirit from a bad one.