In a significant move to elevate its presence within the Defence community, Sula Vineyards, India’s leading wine producer, has introduced four premium and super-premium wines in the Canteen Stores Department (CSD). The addition of Dindori Reserve Shiraz, RĀSĀ Syrah, The Source Grenache Rosé, and Sula Riesling effectively doubles Sula’s portfolio in this exclusive retail channel.
The expansion comes as part of Sula’s strategic push toward premiumisation, anticipating rising demand from discerning wine consumers within India’s armed forces. According to Rajeev Samant, Founder and CEO of Sula Vineyards, “This move reinforces Sula’s commitment to bringing the finest Indian wines to a broader audience through this channel.”
Elevating Wine Experiences for India’s Defence Forces
Traditionally, the CSD stocked mainly lower-priced labels based on demand trends. However, the introduction of premium wines marks a turning point in the evolving taste preferences among Defence personnel. By offering one wine from each of Sula’s four elite categories—Sula, Dindori, The Source, and RĀSĀ—the brand ensures a curated and high-quality selection for the CSD audience.
The move also reflects a broader transformation in consumption habits, as wine continues to gain popularity across India’s military households. With its presence in CSD canteens across the country, Sula is tapping into one of the largest collective retail networks in India.
A Strategic Leap in a Growing Market
This development comes as Sula celebrates its 25th anniversary, reinforcing its leadership in India’s evolving wine landscape. Notably, wine sales through the CSD have grown by 40% over the past two years, signaling strong momentum in this niche segment.
The first shipment of the newly added wines was dispatched in March 2025, with initial supplies already reaching key CSD depots across India. In addition, Sula plans to conduct tasting sessions at select locations to educate and engage Defence consumers on their premium offerings.
“We remain committed to offering not just wines, but experiences, and this expansion reflects that promise,” added Rajeev Samant.
With this move, Sula’s total offerings in the CSD now stand at nine labels, reinforcing the brand’s focus on accessibility, quality, and consumer education in emerging wine markets.
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