UMESH, K. B.VIVEKANAND, P. PATIL2017-07-112017-07-112014-08-10Th-10928http://krishikosh.egranth.ac.in/handle/1/5810024960The habit of a consuming wine is growing in the recent past. wine is considered more as health drink rather than alcohol. The government of Kamataka has announced wine policy as result of which many wine yards were established, Rico wines in B􀁽iapur district was one such unit The specific objectives of the study are to analyse the growth in production, sales, financial performance, branding, consum'er performance, pricing and sales strategies adopted by the firm. The primary data was collected from 80 consumers. The growth rate analysis, financial ratio analysis, descriptive statistics, and garrets ranking techniques were used. The simple growth rate and compound annual growth rate of production of Rico wines was 34.66 % and 22.27 %, respectively. The Rico wines have inadequate cash balance to meet day-to-day requirements and depend more on the networking capital to form the current assets. The brand name and company name is same as Rico for all the 10 variants. The sales strategies adopted were discount in price on eve of Christmas and New Year. Fifty two per cent of the consumers in Belgaum preferred white wine remaining 47.50 % preferred red wine. In Bijapur, majority 62.5 % preferred red wine followed by white wine (37.5 %). Majority (55 %) of the consumers in Belgaum consumes wine for pleasure while consumer in Bijapur consumed to relieve stress (50 %). Cent per cent of the respondents consumed only the Indian wines. Consumers are not price sensitive. The wine was consumed across different income groups.ennullThesis