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New wine Mokssh launched
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Friday, 29 October, 2010, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Drink this wine and get moksha! That's what its name suggests. Living Liquidz, the boutique liquor retailers, launched their own wine label Mokssh in Mumbai on Wednesday (October 27). Bollywood star Sanjay Dutt was the guest of honour for the evening. Good wines, beautiful women and a superstar made the event glittering.
Wine lovers will have six varieties, one better than the other, to choose from the Mokssh brand - Syrah, Chenin Blanc, Sauvingon Blanc, Chardonnay, Cabernet Sauvignon and Blush - with prices ranging from Rs 450 to Rs 650 a bottle.
Moksh Sani, managing director, Living Liquidz, said on the occasion, "We have been in the liquor retail business for a very long time and understand our customers' demands. With Living Liquidz, we have made liquor buying an experience for all, and now with the launch of Mokssh we are just carrying forward our mission of making wines affordable, accessible and approachable. Mokssh for me is a wine of this earth, made by heart."
What is unique about Mokssh is its packaging. The name of the brand and all other relevant information are embossed on the bottle, instead of the regular printed label pasted on the bottle. Asked what makes it different from other wines, Moksh Sani said it was the superior quality. There were not many quality wines in the country, he said.
Does he own a vineyard to grow grapes? No. Instead he buys wine from Vintage Wines, blends it by an Italian blender to make his own brand, bottles it and sells it under Mokssh.
There is already a glut of wines with unsold stocks piling up every year. Is there any scope for a new brand? Sani says there is always a great demand for good quality wine.
Initially, Mokssh will be available exclusively in Living Liquidz stores and Sani Wines owned by the group which has 48 outlets in Mumbai. Besides, Mokssh will be available in all the Supermarkets, including Star Bazaar, Hypercity, Reliance Retail, and Aditya Birla group's More. Mokssh is also getting into Big Bazaar soon. Almost 90% of the Supermarket sales of wines are through Living Liquidz, claimed Sani. This gives him an edge over others to promote his own Mokssh.
His father S L Sani started the retail business in liquor, Sani Wines, in 1977 at Sion. Now it has 48 outlets, including Living Liquidz. Asked about his future plans, the old liquor baron said he would like to take the number of stores to 75 in the coming years.
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