Fratelli Vineyards sharpens premium play with 15-year SETTE milestone, taps Manish Malhotra for limited edition

India’s premium wine segment is witnessing a decisive shift toward luxury positioning. Fratelli Vineyards has launched a limited-edition 15th anniversary vintage of its flagship label SETTE, in collaboration with designer Manish Malhotra, as it doubles down on premiumisation and brand elevation.

The release is being positioned as the final bottling from the estate’s original vineyard parcels planted in 2007, ahead of a planned replanting. For Fratelli, the anniversary is not just commemorative — it is strategic, aimed at reinforcing pricing power and strengthening its presence in the luxury alcobev space.

A flagship built for ageing — and brand equity

Introduced in 2009, SETTE has been central to Fratelli’s ambition of creating an age-worthy Indian red blend capable of competing with global benchmarks. The 2026 anniversary vintage has been crafted from low-yielding vines in the company’s oldest blocks in Akluj, Maharashtra, and blended using Cabernet Sauvignon, Cabernet Franc and Sangiovese. The wine has been aged exclusively in French oak barrels.

According to Gaurav Sekhri, managing director, Fratelli Vineyards, the milestone reflects the brand’s long-term vision. “SETTE represents the pinnacle of what we aim to achieve. The 15-year mark is a testament to patience, belief in Indian terroir and craftsmanship. Partnering with Manish Malhotra felt natural, as his design language mirrors our journey — rooted in heritage yet modern in expression,” he says.

Industry executives note that scarcity-led releases, especially those tied to legacy vineyards, often find traction among collectors, luxury hotels and private buyers — segments that are expanding as India’s affluent base grows.

The luxury crossover strategy

The collaboration with Manish Malhotra underscores a broader trend of cross-industry partnerships designed to create cultural relevance. The limited-edition bottle features a textured gold design inspired by couture aesthetics, positioning the wine as a collectible rather than just a consumable.

For Malhotra, the partnership extends his luxury brand into experiential categories. “Winemaking and couture share a common language — patience, detail and the pursuit of something timeless. This edition allowed us to translate that philosophy into a design that feels both heritage-led and contemporary,” he says.

Such collaborations are increasingly being used by alcobev brands globally to elevate perception and command premium pricing. While Fratelli has not disclosed the production volume or pricing, limited-edition formats typically carry a higher realisation and play a role in brand halo-building.

Riding the premiumisation curve

Founded in 2007, Fratelli Vineyards operates estate-owned vineyards in Akluj in Maharashtra’s Solapur region and runs two wineries across Maharashtra and Karnataka. The company has an installed capacity of around 5.3 million litres, over 400 acres under cultivation, and a portfolio spanning more than 40 SKUs across red, white, rosé and sparkling wines, along with canned and RTD formats. Its products are available at over 30,000 touchpoints in India and exported to more than 15 countries.

India’s per capita wine consumption remains modest by global standards, but the premium segment has been growing faster than entry-level offerings, aided by urbanisation, rising disposable incomes and a shift toward experiential dining.

By positioning SETTE as a luxury collectible anchored in design and scarcity, Fratelli is seeking to align itself with that upward consumption trend.

Closing a chapter, signalling the next

The 15th anniversary edition also marks the end of production from the founding vineyard, which will now be replanted. The move signals a long-term approach to vineyard management, even as the company leverages the final vintage to strengthen brand storytelling.

For Fratelli, the limited-edition SETTE is less about volume and more about value — reinforcing that Indian wines can command a place in the luxury conversation. The real test will be whether such brand-building exercises translate into sustained premium growth in a still-evolving domestic wine market.