Metala reaches Air India business class after patient market building

International business story | A 2020–2025 case review: importer selection, state-by-state supply and an 18-month airline assessment opened a channel.

Editorial desk

Wine service beside a cabin window — illustration

This historical case concerns a contract secured in 2025, not a newly announced order. Austrade’s 9 June 2026 profile says South Australian winery Metala was selling in eight Indian states and union territories and had won an Air India business-class wine-supply contract.

Fifth-generation custodians Guy and Liz Adams run the 1,000-hectare Metala estate in Langhorne Creek, producing on site. Around 2020, they saw potential in India. Guy linked this view to their China experience, where wine accompanied demand for Western-style dining.

Wine alongside a Western-style dining setting — illustration

Finding the importer took about two years, Guy told Austrade. Specialist merchant Sonarys helped navigate state-level regulations and labelling and establish separate supply chains in the states served. Its role extended beyond introductions.

Liz said the winery engaged India’s Master of Wine Sonal Holland to build and position the brands. Austrade also organised tastings and profiling activities for lifestyle influencers and consumers. The profile gives no separate conversion figure for these activities.

Unlabelled wine samples at a tasting counter — illustration

Liz said roughly 18 months of assessment preceded the August 2025 Air India business-class contract. The owners viewed onboard tasting as access to their target consumers. That expectation is not a measured claim of resulting retail sales.

By the profile’s publication, Metala sold in Maharashtra, Karnataka, Goa, Rajasthan, Tamil Nadu, Uttar Pradesh, Assam and Puducherry. It singled out Maharashtra, Karnataka and Goa for particularly fast sales growth. That regional account should not be extended to equal growth across every Indian market.

Metala attended ProWine in 2023 and 2024 and Vinexpo India in 2024. Guy viewed repeated attendance as respect for the market and a way to become recognised. This is his assessment, not proof that one show directly generated the airline contract.

Sources

Some images in this article are generated illustrations.