Open AccessBridging the Gap between Producers and Consumers of Himachali Fruit Wines
Author(s) -
Suresh Chauhan,
Sukarn Sharma,
Yenesew Alene
Publication year - 2013
Publication title -
atna journal of tourism studies
Language(s) - English
Resource type - Journals
ISSN - 0975-3281
DOI - 10.12727/ajts.9.3
Subject(s) - recreation , winemaking , business , wine , tourism , china , marketing , geography , advertising , agricultural economics , economy , economics , political science , food science , chemistry , archaeology , law
Tourism is travel for recreational, leisure or business purposes. This vast industry is associated with different services like Accommodation, Food and Beverage services, Travel services, Recreation and Entertainment. These days tourists not only look for vacations and travel—they seek cultural education, historical significance, natural or inbuilt beauty, and to taste local cuisine and beverages. In Beverages especially, wines play an important role. Winemaking has existed throughout Indian history but was particularly encouraged by Portugal and the United Kingdom. The Old Testament in the Bible gives evidence of existence of wines, but there is a definite evidence of its use in China in 2000 BC and in Egypt in 3000 BC. Having a well established name in fruit juices, Himachal Pradesh (a northern hill state in India) has planned to venture in the area of fruit wines. To know the present position of Himachal’s wine industry and the gaps therein, a research was conducted. It was found that Himachal’s wine industry should address issues like availability of multiple flavours of fruit wines and stiff competition with beer and breezer. However, the industry can take advantage of three factors associated with these wines viz. health, flavour, and price. This can help Himachal to set up the same benchmark as it has done in case of juices.