Metala: Steady growth in India’s evolving wine market

Perseverance is paying off for South Australian winemaker, Metala. The company is steadily growing exports to India with distribution in 8 Indian states. In late 2025, Metala gained a major contract to supply its wines to business class passengers on Air India.

By working closely with Austrade and South Australian export advisers, Metala has effectively navigated complex import challenges and regulatory requirements. The company sells 2 of its brands – Metala and Killibinbin – into India’s fast-growing hospitality and retail markets.

‘The Australia-India free trade agreement has boosted confidence in Australian wines,’ says Guy Adams, Co-owner, Metala. ‘India’s younger consumers are moving towards wine, and we can compete at the premium level.

‘It has been slow and steady work, but we are now picking up volumes in India. The Air India deal gets us precisely where we need to be – right in front of our target customers.’

A pioneering Cabernet Sauvignon producer

Metala is a historic vineyard in South Australia’s Langhorne Creek. Owned by fifth-generation custodians Guy and Liz Adams, the 1,000-hectare farm includes the oldest family-owned Cabernet Sauvignon vines in the world.

‘Metala is an old brand – dating back to the 1960s – and our Cabernet Sauvignon and Shiraz helped to shape wine-drinking tastes in Australia today,’ says Liz. ‘We are part of Australia’s wine-making history.’

All production takes place on-site, and wines are exported around the world.

‘We have made a conscious effort to build markets in Asia because there is a huge population and it’s on our doorstep,’ says Guy.

Growing demand for wine in India

By 2020, Guy and Liz Adams believed India had similar potential to other large wine markets in Asia.

‘India has a huge population and a growing middle class,’ says Guy. ‘Palates are evolving as young people aspire to Western lifestyles, in terms of food and drink.

‘Our experience in China showed us that as wealthy people begin dining in western-style restaurants, they want wine to go with the experience.’

Guy and Liz Adams are the fifth-generation custodians of Metala.

The role of import partners

Guy and Liz Adams have worked closely with Austrade and the South Australian Department of State Development to explore opportunities in India and craft market-entry strategies. 

‘It took us about 2 years to find the right importer, and Australia’s export promotion agencies helped in the process,’ says Guy. ‘We are now working with a specialist merchant called Sonarys.’

Guy says Sonarys has played a vital role in helping Metala navigate complex, state-level regulations and labelling requirements. With Sonarys’ help, Metala has created separate supply chains in each of the states where it operates.

‘Finding the right import partner will assist wine exporters,’ he says. ‘We are now selling wines in 8 states and union territories: Maharashtra, Karnataka, Goa, Rajasthan, Tamil Nadu, Uttar Pradesh, Assam and Puducherry.’

Currently, sales in Maharashtra, Karnataka, and Goa are growing particularly fast.

Working with influencers

As part of a multi-pronged strategy, the Adams family is also working with key industry figures and tastemakers – including one of India’s premier wine influencers.

‘Sonal Holland is the only Master of Wine in India,’ says Liz. ‘She is well known to Austrade, and having engaged her to help build the brands, she has been incredibly helpful in getting our wine talked about and well positioned.’

Austrade has also organised tastings and profiling activities to promote Australian wine.

‘These events help us target lifestyle influencers and consumers in India,’ adds Liz.

Serving wine to Air India’s business class passengers

In 2025, Metala gained a signature contract. With support from Sonal Holland – who runs the India Wine Awards – Metala wines came to the attention of Air India, India’s second largest airline by volume.

‘It took around 18 months of assessments, but in August 2025 we gained a contract to supply business class on Air India,’ says Liz. ‘This is a fantastic achievement for us.’

The Air India deal is a breakthrough for Metala. The airline services more than 85 destinations globally, with 1,200 flights per month, including to the US, the UK and Australia.

‘One of our biggest challenges is just trying to get our wine in front of people,’ says Liz. ‘Now, our target market can see and taste our wine on business class flights. This is a terrific opportunity, and it will build our brand in India.’

South Australia’s Metala has the oldest family-owned Cabernet Sauvignon vines in the world.

Increasing brand profile at trade shows

Guy is a strong advocate of attendance at trade shows. He recommends working closely with Austrade and state-based export promotion agencies.

Metala joined the Australia pavilion at the ProWine trade show in 2023 and 2024, as well as the Vinexpo India event, also in 2024. According to Guy, attendance helps the company to profile its wines to an Indian audience and the broader wine fraternity.

‘The Austrade Country Pavilions in India are always put together very well,’ he says. ‘You should keep going to trade shows because it shows respect for the market. After a couple of years, you start to get recognised.

‘The impact can be far-reaching. For example, our presence in India has helped us gain recognition with the Indian community in New Zealand.’

Liz says Austrade is an excellent source of market advice.

‘We value the work we do with Austrade and the relationships we have built are very important,’ she says. ‘We get excellent guidance from in-country advisers. For example, we have been able to resolve some import issues based on advice we received from Austrade.’

In for the long haul

Metala has confidence in the future of Australian wine in the subcontinent.

‘We don’t shy away from challenges and as a family business we can play a long game,’ says Guy. ‘Getting samples into market is hard, and we have to print India-specific labels. Different states have different tariff levels.

‘However, the trade agreement did reduce tariffs on premium wine, and it demonstrated that Australia wants to do business with India. I think Australian wines have gained a first-mover advantage. Today, Australian wines gain serious respect in India.’

The next generation of the Adams family agrees. Emily – aged 23 – is already a part of the wine-making business.

‘India will definitely be important to our future,’ she says. ‘I have seen my parents persevere and India is an exciting market. There are lots of young people who are adventurous and tech-savvy. They are also aspirational – and that makes India a great market to be in.’

Top tips for exporters

• It’s all about perseverance: Show up regularly and have a long-term outlook.
• India is a relationships-based market: go to India 2 or 3 times a year to meet with representatives from the trade, retail and HORECA sectors.
• Attend the trade shows: it shows respect for the market, and you can meet the entire wine fraternity in one place.