Malay Kumar Rout
in routmalay
The founder of WSCI
(Wine & Spirits Club of India)
The global beverage industry and more specifically, the alcoholic beverage segment, has witnessed a remarkable wave of innovation over the past few years. Across continents, producers are rethinking not only what they craft, but how they connect with their audiences. What was once a largely producer-driven market has evolved into a dynamic, two-way conversation. Today’s distillers, brewers, and winemakers are listening more closely than ever to consumer expectations, while consumers themselves
are increasingly adventurous, open to
experimentation, and eager to explore new
taste experiences. This mutually reinforcing
relationship is shaping a more vibrant and
responsive marketplace. As producers refine
their portfolios based on evolving
preferences, and consumers embrace diverse
styles and formats, the overall product
experience continues to improve,
strengthening both brand value and market
growth in the long run. Of course, every
producer operates with a distinct business
model, philosophy, and product cycle.
Innovation, therefore, takes many forms,
some driven by technology, others by
storytelling, terroir, or bold experimentation.
During a recent visit to Nashik, Maharashtra, a region steadily carving its identity in India’s alcoholic beverage landscape, I encountered a uniquely distinctive producer UNIWINE, whose product range immediately stood apart. What followed was an engaging and insightful conversation with the CEO Rajiv Seth, that revealed something even more compelling than the bottles themselves. It became clear that this was not a strategy conceived in a boardroom presentation. Instead, it was a business and marketing approach shaped by a deep understanding of market demand, evolving consumer aspirations, and the gaps that often go unnoticed. In this Q&A, we delve into that journey exploring the vision, strategy, and philosophy behind a producer who exemplifies how listening closely to the market can lead to authentic innovation and meaningful growth.
A Conversation Between
Malay Kumar: Hi Mr. Seth, It’s a pleasure to have you here on behalf of the Wine and Spirits Club of India.
Rajiv Seth: Thank you, Malay. Great to be here!
Malay Kumar: What inspired you to pioneer wine-based ready-to-drink (RTD) products in India? How did your passion for blending play into that?
Rajiv Seth: Thank you, Malay. Great to be here!
Malay Kumar: What inspired you to pioneer wine-based ready-to-drink (RTD) products in India? How did your passion for blending play into that?
Rajiv Seth: It started with my love for blending-experimenting with flavours to create something new and balanced. Traditional wine can feel intimidating, so we thought: why not make it more accessible? Wine-based RTDs were a natural evolution-using premium grape bases and blending them with fruits, nectars, or even hops for refreshing, ready-to-enjoy options. This passion drove us to develop ground breaking blends that appeal to modern tastes while staying true to wine’s essence. We founded Uniwine in 2018 to disrupt the market and make wine fun and casual.
Malay Kumar: Globally, RTDs have exploded in popularity, especially among Gen Z. What do you see driving this trend?
Rajiv Seth: Absolutely. RTDs are booming worldwide because they offer convenience, innovation, and novelty. Gen Z prefers low-commitment, exciting drinks with lower ABV options, bold flavours, and premium quality without the formality of traditional beverages. Globally, the RTD alcoholic beverages market is growing strongly, with projections showing significant expansion due to these preferences for portability and experimentation.
Malay Kumar: Globally, RTDs have exploded in popularity, especially among Gen Z. What do you see driving this trend?
Rajiv Seth: Absolutely. RTDs are booming worldwide because they offer convenience, innovation, and novelty. Gen Z prefers low-commitment, exciting drinks with lower ABV options, bold flavours, and premium quality without the formality of traditional beverages. Globally, the RTD alcoholic beverages market is growing strongly, with projections showing significant expansion due to these preferences for portability and experimentation.
Malay Kumar: Uniwine has made headlines with canned varietal wines. You’re credited as one of the first in India to launch these non-carbonated wines in cans-how does that work technically?
Rajiv Seth: Yes, we’re proud to be pioneers in bringing varietal wines-like Chenin Blanc, Sauvignon Blanc, Cabernet Sauvignon, Shiraz, and Rosé-in 250 ml cans. Still (non carbonated) wines require special technology to prevent can collapse or flavour issues. We use liquid nitrogen (LN2) dosing during filling to create internal pressure and maintain integrity, combined with aluminium cans lined with a water-based polymer to protect the wine’s taste. This allows us to deliver premium, portable varietals without compromising quality-perfect for on-the-go enjoyment.
Malay Kumar: You’re also developing a non-alcoholic range-mixers, flavoured waters, energy drinks. How does this fit your vision, especially for Gen Z?
Rajiv Seth: Gen Z values health-conscious, versatile options. We’re expanding into non alcoholic lines with premium mixers, flavoured waters, and energy drinks that pair perfectly with our wines or stand alone. This aligns with their mindset-innovation, wellness, and fun without alcohol-while broadening our appeal and encouraging responsible enjoyment.
Rajiv Seth: Yes, we’re proud to be pioneers in bringing varietal wines-like Chenin Blanc, Sauvignon Blanc, Cabernet Sauvignon, Shiraz, and Rosé-in 250 ml cans. Still (non carbonated) wines require special technology to prevent can collapse or flavour issues. We use liquid nitrogen (LN2) dosing during filling to create internal pressure and maintain integrity, combined with aluminium cans lined with a water-based polymer to protect the wine’s taste. This allows us to deliver premium, portable varietals without compromising quality-perfect for on-the-go enjoyment.
Malay Kumar: You’re also developing a non-alcoholic range-mixers, flavoured waters, energy drinks. How does this fit your vision, especially for Gen Z?
Rajiv Seth: Gen Z values health-conscious, versatile options. We’re expanding into non alcoholic lines with premium mixers, flavoured waters, and energy drinks that pair perfectly with our wines or stand alone. This aligns with their mindset-innovation, wellness, and fun without alcohol-while broadening our appeal and encouraging responsible enjoyment.
Malay Kumar: Uniwine has made headlines with canned varietal wines. You’re credited as one of the first in India to launch these non-carbonated wines in cans-how does that work technically?
Rajiv Seth: Yes, we’re proud to be pioneers in bringing varietal wines-like Chenin Blanc, Sauvignon Blanc, Cabernet Sauvignon, Shiraz, and Rosé-in 250 ml cans. Still (non carbonated) wines require special technology to prevent can collapse or flavour issues. We use liquid nitrogen (LN2) dosing during filling to create internal pressure and maintain integrity, combined with aluminium cans lined with a water-based polymer to protect the wine’s taste. This allows us to deliver premium, portable varietals without compromising quality-perfect for on-the-go enjoyment.
Malay Kumar: You’re also developing a non-alcoholic range-mixers, flavoured waters, energy drinks. How does this fit your vision, especially for Gen Z?
Rajiv Seth: Gen Z values health-conscious, versatile options. We’re expanding into non alcoholic lines with premium mixers, flavoured waters, and energy drinks that pair perfectly with our wines or stand alone. This aligns with their mindset-innovation, wellness, and fun without alcohol-while broadening our appeal and encouraging responsible enjoyment.
Rajiv Seth: Yes, we’re proud to be pioneers in bringing varietal wines-like Chenin Blanc, Sauvignon Blanc, Cabernet Sauvignon, Shiraz, and Rosé-in 250 ml cans. Still (non carbonated) wines require special technology to prevent can collapse or flavour issues. We use liquid nitrogen (LN2) dosing during filling to create internal pressure and maintain integrity, combined with aluminium cans lined with a water-based polymer to protect the wine’s taste. This allows us to deliver premium, portable varietals without compromising quality-perfect for on-the-go enjoyment.
Malay Kumar: You’re also developing a non-alcoholic range-mixers, flavoured waters, energy drinks. How does this fit your vision, especially for Gen Z?
Rajiv Seth: Gen Z values health-conscious, versatile options. We’re expanding into non alcoholic lines with premium mixers, flavoured waters, and energy drinks that pair perfectly with our wines or stand alone. This aligns with their mindset-innovation, wellness, and fun without alcohol-while broadening our appeal and encouraging responsible enjoyment.
Malay Kumar: The Indian RTD market is growing but lags behind international
markets, where RTDs are rapidly claiming
shelf space. Indian consumers seem slower to
adopt-perhaps due to spending power.
What data shows this, and what challenges
do you see?
Rajiv Seth: Internationally, RTDs are surging-global markets show strong CAGRs and value growth from convenience and trends. In India, the RTD alcoholic beverages market is projected to grow from around USD 25.8 billion in 2025 to USD 48.7 billion by 2031, with RTD cocktails at 19.7% CAGR in some segments. But yes, we’re behind-due to high excise duties, complex state regulations, price sensitivity, lower disposable incomes in many segments, and traditional preferences for beer or spirits. Awareness and distribution are also hurdles.
Rajiv Seth: Internationally, RTDs are surging-global markets show strong CAGRs and value growth from convenience and trends. In India, the RTD alcoholic beverages market is projected to grow from around USD 25.8 billion in 2025 to USD 48.7 billion by 2031, with RTD cocktails at 19.7% CAGR in some segments. But yes, we’re behind-due to high excise duties, complex state regulations, price sensitivity, lower disposable incomes in many segments, and traditional preferences for beer or spirits. Awareness and distribution are also hurdles.
Malay Kumar:
How will Uniwine face these challenges, and what’s your outlook for the Indian RTD segment?
Rajiv Seth: We tackle them through relentless innovation-creating affordable, premium tasting products, educating consumers via tastings and sampling, expanding to new regions like Delhi and Haryana, and advocating for policy changes like reduced duties. Challenges like logistics and regulations are real, but India’s young, urbanizing population and rising middle class make the future bright. With the wine market rising, RTDs will lead-offering convenience and excitement. We’re excited to connect with dynamic consumers and grow this category significantly.
Rajiv Seth: We tackle them through relentless innovation-creating affordable, premium tasting products, educating consumers via tastings and sampling, expanding to new regions like Delhi and Haryana, and advocating for policy changes like reduced duties. Challenges like logistics and regulations are real, but India’s young, urbanizing population and rising middle class make the future bright. With the wine market rising, RTDs will lead-offering convenience and excitement. We’re excited to connect with dynamic consumers and grow this category significantly.
Malay Kumar: Your Fuze brand features some truly innovative products. Could you walk us through key offerings, including the wine cocktails, sparklers, and that standout beer-like sparkler?
Rajiv Seth: Fuze is all about pushing boundaries. We have canned varietal wines for purists, plus exciting blends. In wine cocktails, we offer Fuze Sangria-infused with fresh fruits like oranges, lemons, berries, and apples for vibrant, refreshing flavors. There’s also Fuze Moscow Mule, a zesty, sparkling take with ginger beer and lime notes, swapping vodka for a lighter wine base. Our sparklers include Frappe Cranberry Wine Sparkler (vibrant and fruity) and Fuze Rosé Wine Sparkler (light and elegant).
Malay Kumar: Rajiv, building on our discussion about Uniwine Vintners’ innovative RTD offerings, many of our readers are curious about how your products stack up against global RTD brands. Globally, the RTD category is massive-dominated by spirits-based heavyweights like Jack Daniel’s RTDs, New Mix (from Jose Cuervo/El Jimador), Cutwater Spirits, White Claw hard seltzers, and others from Anheuser-Busch InBev, Diageo, and Suntory. The global RTD alcoholic beverages market is valued around USD 27-40 billion in 2025, with strong growth in hard seltzers, canned cocktails, and premium options. In contrast, India’s RTD segment is much smaller and emerging, part of a broader alcoholic drinks market around USD 40-50 billion but with RTDs still niche due to regulations and preferences. How do you see Uniwine and Fuze comparing to these international players in terms of innovation, target audience, and market positioning?
Rajiv Seth: It’s exciting to benchmark ourselves against the global leaders. Globally, brands like Jack Daniel’s (with massive volumes in honey lemonade and cola variants), Cutwater (premium canned cocktails), and White Claw (hard seltzer dominance) excel in convenience, bold flavors, and heavy marketing muscle. They often focus on spirit bases like vodka, tequila, or whiskey, with low-ABV, refreshing profiles appealing to Gen Z and millennials for on-the-go occasions. At Uniwine, we differentiate through our wine-based foundation-something less common globally, where wine-based RTDs (like spritzers or flavored wines from brands such as Stella Rosa or Barefoot) exist but don’t dominate like spirits or seltzers. Our Fuze cocktails (Sangria, Mojito-inspired,Margarita-style) and sparklers (Frappe Cranberry, Rosé) use premium grape bases blended innovatively, delivering authentic wine character with fun, approachable twists. Hopout stands out uniquely-India’s first hopped wine, mimicking beer froth, color, and hopped bitterness at 14% ABV-bridging wine and beer lovers in a way few global brands do directly (though some experiment with wine-beer hybrids).
Rajiv Seth: It’s exciting to benchmark ourselves against the global leaders. Globally, brands like Jack Daniel’s (with massive volumes in honey lemonade and cola variants), Cutwater (premium canned cocktails), and White Claw (hard seltzer dominance) excel in convenience, bold flavors, and heavy marketing muscle. They often focus on spirit bases like vodka, tequila, or whiskey, with low-ABV, refreshing profiles appealing to Gen Z and millennials for on-the-go occasions. At Uniwine, we differentiate through our wine-based foundation-something less common globally, where wine-based RTDs (like spritzers or flavored wines from brands such as Stella Rosa or Barefoot) exist but don’t dominate like spirits or seltzers. Our Fuze cocktails (Sangria, Mojito-inspired,Margarita-style) and sparklers (Frappe Cranberry, Rosé) use premium grape bases blended innovatively, delivering authentic wine character with fun, approachable twists. Hopout stands out uniquely-India’s first hopped wine, mimicking beer froth, color, and hopped bitterness at 14% ABV-bridging wine and beer lovers in a way few global brands do directly (though some experiment with wine-beer hybrids).
We’re pioneers in India with canned varietal wines (still, non-carbonated, using LN2 tech), making premium wine portable-similar to global canned wine trends from brands like West + Wilder or Maker’s but tailored to Indian tastes and logistics. While global giants have scale and distribution, we focus on disruption: blending tradition with modernity, lower intimidation factor for wine newcomers, and Gen Z appeal through novelty, health-conscious options (expanding non-alcoholic mixers), and affordability in our context.
Malay Kumar: That’s a strong positioning-wine-based innovation as a niche edge. Globally, RTD success often comes from massive marketing, celebrity tie-ups, and rapid flavor innovation (e.g., Suntory’s vodka seltzers or Bacardi collaborations). What advantages or challenges does Uniwine face in competing or co-existing with these brands, especially as Indian consumers become more exposed to international options?
Rajiv Seth: The advantages are clear: we’re local, agile, and deeply understand Indian palates-spicy food pairings, fruit-forward blends like our Jamun or Sangria that resonate culturally, and premium yet accessible pricing amid price sensitivity.
Rajiv Seth: The advantages are clear: we’re local, agile, and deeply understand Indian palates-spicy food pairings, fruit-forward blends like our Jamun or Sangria that resonate culturally, and premium yet accessible pricing amid price sensitivity.
Globally, brands invest heavily in ads and
shelf space, but in India, high duties, state
regulations, and slower adoption give us
room to build loyalty through education,
tastings, and retail expansion. Challenges
include scale-global players have billions in
marketing and distribution networks-but we counter by innovating faster in our niche
(e.g., Hopout’s beer-like appeal for
beer-dominant India) and advocating for
policy support. As Gen Z here seeks novelty
like their global counterparts, our
wine-based RTDs offer something fresh:
quality wine in fun formats without the
formality.
Malay Kumar: Looking ahead, do you see Uniwine carving out a space similar to how some global wine-based RTDs have grown (e.g., spritzers gaining share from beer/wine), or perhaps even influencing international trends?
Rajiv Seth: Absolutely-we aim to lead India’s RTD evolution while contributing to global wine-based innovation. As the category matures here (with rising urban incomes and exposure), wine RTDs could capture share from traditional spirits/beer, much like globally where RTDs now take from still wine. Our focus on sustainability, premium quality, and unique fusions positions us well. The future is bright: India’s young demographic will drive rapid growth, and Uniwine will be at the forefront, blending global inspiration with Indian ingenuity.
Malay Kumar: Inspiring stuff, Rajiv. Thanks for this comparison-it really highlights Uniwine’s unique place in the evolving RTD landscape. Cheers to bridging local innovation with global standards!
Malay Kumar: Rajiv, sustainability is increasingly important in the wine and beverages industry, especially as consumers-particularly Gen Z-prioritize eco-conscious brands. From your background, you’ve long emphasized eco-friendly technologies. Could you share more about Uniwine Vintners’ sustainability practices and how they integrate into your operations, products, and vision?
Malay Kumar: Rajiv, sustainability is increasingly important in the wine and beverages industry, especially as consumers-particularly Gen Z-prioritize eco-conscious brands. From your background, you’ve long emphasized eco-friendly technologies. Could you share more about Uniwine Vintners’ sustainability practices and how they integrate into your operations, products, and vision?
Rajiv Seth: Thank you, Malay-sustainability has been a core part of my approach since the beginning. When I founded Uniwine Vintners, I brought in my experience with international tastes, innovation, and specifically eco-friendly technologies. This isn’t just a buzzword for us; it’s embedded in how we operate and innovate. Our most visible sustainability effort is our shift to aluminium cans for varietal wines, sparklers, and wine cocktails under the Fuze brand. Cans are significantly more eco-friendly than traditional glass bottles: they’re infinitely recyclable (with high recycling rates globally), lighter to transport (reducing carbon emissions from shipping), easier to store, and help prevent breakage and waste. Smaller 250ml portions promote better portion control, minimizing over-pouring and potential wastage-perfect for casual, on-the-go enjoyment without excess. We also use advanced filling techniques like liquid nitrogen (LN2) dosing for our still varietal wines in cans. This maintains product integrity without compromising quality, and the process is designed to be efficient and low-waste. Our cans feature a special
water-based polymer lining to preserve flavor
while ensuring recyclability. Beyond
packaging, we focus on making wine more
accessible and responsible – our RTD formats
encourage mindful consumption, and we’re
expanding into non-alcoholic options like
premium mixers and flavoured waters to
support wellness and lower-ABV lifestyles.
While we don’t yet have formal organic or
biodynamic certifications for our grape
sourcing (as many Indian wineries partner
with local growers), our innovation prioritizes
reducing environmental impact through
smarter packaging, logistics, and consumer
education.
Malay Kumar: That’s insightful-canned wine is often hailed globally as a more sustainable alternative due to aluminum’s recyclability and lower transport footprint compared to heavy glass. How does this align with broader industry trends, and what other steps is Uniwine taking or planning to further its eco-commitment?
Rajiv Seth: Globally, the move to cans is gaining momentum precisely for these reasons- studies and industry reports show aluminium cans have a lower carbon footprint in many lifecycle analyses, especially when recycled. Brands worldwide are adopting this for portability and planet-friendliness, and we’re proud to lead that in India. We’re committed to continuous improvement: optimizing supply chains for efficiency, exploring even lighter packaging options, and educating consumers through our channels about recycling and responsible enjoyment. As we grow-expanding to more states and retail-we aim to partner more closely with sustainable grape growers and incorporate additional green practices, like energy efficient production where possible. Our goal is to make premium, innovative wine enjoyable while leaving a lighter footprint, aligning with global shifts toward circular economies in beverages.
Rajiv Seth: Globally, the move to cans is gaining momentum precisely for these reasons- studies and industry reports show aluminium cans have a lower carbon footprint in many lifecycle analyses, especially when recycled. Brands worldwide are adopting this for portability and planet-friendliness, and we’re proud to lead that in India. We’re committed to continuous improvement: optimizing supply chains for efficiency, exploring even lighter packaging options, and educating consumers through our channels about recycling and responsible enjoyment. As we grow-expanding to more states and retail-we aim to partner more closely with sustainable grape growers and incorporate additional green practices, like energy efficient production where possible. Our goal is to make premium, innovative wine enjoyable while leaving a lighter footprint, aligning with global shifts toward circular economies in beverages.
Malay Kumar; With Gen Z and millennials increasingly choosing brands that demonstrate real environmental responsibility, how do these practices help Uniwine connect with them?
Rajiv Seth: Absolutely-they value authenticity, convenience, and impact. Our canned, portable formats fit their on-the-go lifestyle, while the eco-angle (recyclable, less waste) resonates deeply. By offering fun, quality wine-based RTDs in sustainable packaging, plus non-alcoholic extensions, we appeal to their preference for mindful, innovative choices. It’s about blending great taste with good conscience-something that builds loyalty in this demographic.
Malay Kumar: Thank you, Rajiv-this highlights how Uniwine isn’t just disrupting with flavours but also thoughtfully addressing sustainability in the Indian context. Cheers to more eco innovative steps ahead!