Langhorne Creek family winery Metala is steadily growing exports to India with distribution in eight Indian states.
And late last year Metala secured a major contract to supply its wines to business class passengers on Air India.
The company sells two 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, Metala co-owner.
“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.”
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 two 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 eight 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.
The Air India contract was a big breakthrough for the family.
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 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.”
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 winemaking 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.”
• Article based on a story on the Austrade website.
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