Why Cellar 33 Is Betting Big on India
The Bordeaux-based wine export and wine marketing agency has built a reputation for presenting a well-curated, handpicked portfolio of top producers to the Indian market. For ProWine held in Mumbai, November 2026, they are bringing their largest contingent yet.
Part 1 of a two-part interview on Cellar 33 and observations on the Indian market for wine and spirits.
Two wine professionals met in Bordeaux, and came up with a big idea.
Neither was a Bordeaux native: Amrita Singh moved from her home in India to Bordeaux in 2018, making a major career shift from luxury retail to wine. Mattia Antonio Cianca has been a multi-award-winning sommelier in Bordeaux since 2020. Both were on a fast track to big things in their individual careers when the idea of working with wine in India came up, one day. Explains Amrita, “India has always been my home and my vision, a market I have believed in and wanted to contribute to for many years. For Mattia, India represents a passion and an exciting business opportunity. Together, we saw the potential to create a bridge between exceptional international wine and spirits producers and an evolving Indian market.”
And so, Cellar 33 was born in Bordeaux. “Bordeaux was a natural starting point, given its place at the heart of the global wine industry. Interestingly, 33 is also the postcode of Bordeaux, which is where our name comes from,” adds Amrita.
Both of them have been coming to India with a growing list of exciting producers since 2022. This also gives them the advantage of keenly observing the Indian industry up close. And what sets them apart from others? In a competitive landscape, the agency combines deep industry experience, an understanding of luxury and lifestyle branding, and a strong international network to engage with the industry and consumers.
This time, Amrita and Mattia told me in a video chat that Cellar 33 was going to be bigger and better than ever. Mattia adds, “What I find particularly encouraging is the evolution of the Indian wine industry itself. Our core proposition is built around discovery, curation and connection.” Their portfolio is carefully handpicked, and they work with producers who bring quality, authenticity, and a distinctive story. Admittedly, the Indian market is complex and often opaque to navigate, and strong backing and support is essential in order to be able to connect with the right importers, distributors and hospitality partners.
Mattia points out, “When I first started visiting India, there were fewer opportunities for international producers and local wine professionals to interact at this level. Today, we are seeing a much more connected and ambitious community. The conclusion of the EU–India Free Trade Agreement negotiations is another important signal for the future. Although implementation will take time, it creates the possibility of improving access to European wines in the coming years.”
Adds Amrita, “I genuinely believe India has the potential to become one of the most interesting emerging wine markets internationally. Our ambition with Cellar 33 is to be part of that development, not simply as a business, but as a platform connecting people, knowledge and opportunities.”
Excerpts from our conversation.
You have brought Cellar 33 to Indian trade fairs for several years now. What can visitors expect from you this year that is different from before?
Amrita: Every year we try to challenge ourselves and bring something new to the Indian market. Looking back at our first participation in 2022, it is quite remarkable to see how far we have come.
This year, we are bringing together more than 70 producers from over 10 countries, making it our most ambitious participation to date. What is particularly exciting is the diversity of the selection, not only in terms of countries and regions, but also the styles of wines and the personalities behind them. Visitors will discover everything from prestigious Champagne houses and independent growers to some of Europe’s most respected estates, alongside producers from Australia, New Zealand, South Africa, Argentina and beyond.
For those who might be unfamiliar with Cellar 33, please explain what is unique about it. How, for instance, are you different from other country or regional or producers’ pavilions at trade fairs?
Mattia: Cellar 33 was born from a simple observation: there are many exceptional wine producers around the world who see enormous potential in India but do not know how to approach the market. We wanted to create a bridge between international producers and the Indian wine trade.
Unlike traditional national or regional pavilions, we are independent of geographical boundaries. We select producers based on their quality, identity, and potential for the Indian market, rather than their country of origin.
We are also not simply offering exhibition space. Our work starts well before the trade fair and continues long after it ends. We support producers with logistics, regulatory requirements, market positioning, importer introductions, and ongoing commercial development. In many ways, the trade fair is just the beginning of the relationship.
What are the main points about Cellar 33 that you would want importers and consumers to know?
Mattia: First, we are independent and genuinely international. Our objective is to identify exceptional wines that deserve a place in the Indian market, regardless of their origin. We want importers to discover producers they might never otherwise have encountered.
Second, Cellar 33 is not simply a two-day exhibition project. We work throughout the year to develop relationships between producers, importers, sommeliers, and hospitality professionals. We remain involved beyond the initial introduction because building a brand in India takes considerably more than one meeting.
Third, we believe that access to the market should not be reserved for producers with enormous marketing budgets. Our collective approach allows smaller, independent wineries to explore India alongside established international names, sharing resources and benefiting from a professional network.
Which wines and producers are accompanying you to ProWine 2026? Which would you advise visitors not to miss and taste?
Mattia: This is probably the most difficult question because I could easily recommend every producer joining us!
Champagne will once again be an important part of our selection, with a fascinating combination of renowned houses such as Henriot and excellent independent growers including Franck Bonville, Jeaunaux-Robin, Benoît Déhu, Gaston Révolte, Guy Charbaut and several others.
From Germany, I am particularly excited about Weingut Robert Weil and Weingut Wittmann, especially for visitors interested in discovering the extraordinary diversity and ageing potential of Riesling. We will also feature outstanding German Pinot Noir and Silvaner.
Austria is another country I would strongly encourage visitors to explore, with producers such as Bernhard Ott, Hirsch, Velich, Gesellmann and Esterházy, offering everything from exceptional Grüner Veltliner to elegant Chardonnay and Blaufränkisch.
From France, we have a very interesting selection from Bordeaux, including Château Sigalas-Rabaud (Sauternes), Château de Sales (Pomerol) and Château de Pressac, alongside some fantastic Northern Rhône producers such as Christophe Pichon, Yves Cuilleron and Les Vins de Vienne.
One project that deserves a very special mention is Domaine Laroque d’Antan, near Cahors, created by Claude and Lydia Bourguignon, two of the world’s most renowned experts in soil microbiology and vineyard terroirs (Read my interview with the famous duo in an earlier issue of Sommelier India here). After decades of studying the soils of some of the world’s greatest vineyards, they decided to establish their own estate, bringing their extraordinary knowledge and philosophy to life. They restored an abandoned vineyard site, untouched by modern chemical agriculture, with the ambition of demonstrating how living soils can shape the identity and quality of wine. For me, it is one of the most fascinating projects in our entire selection, and a rare opportunity for Indian wine professionals to discover wines born from a lifetime of research and dedication to terroir.
Australia will also be a highlight, particularly with two outstanding producers, Curly Flat from the Macedon Ranges and Clonakilla from Canberra District. Curly Flat produces exceptional cool-climate Chardonnay and Pinot Noir, while Clonakilla is internationally recognised for its iconic Shiraz Viognier. Both are wonderful examples of the elegance, precision and diversity of contemporary Australian fine wine.
I would also encourage visitors to spend time exploring the wines from New Zealand, South Africa and Argentina. These countries bring completely different perspectives and styles to the pavilion.
My personal advice would be not to focus exclusively on the famous names. Some of the most memorable discoveries happen when you taste a wine from a producer or region you know very little about. That is exactly the experience we want to create at Cellar 33.
What outcomes are you hoping for from this edition of ProWine?
Amrita: Of course, we hope to create new commercial opportunities and establish successful partnerships between our producers and Indian importers. That remains our primary objective.
But I also look at success in a broader way.
After our 2024 participation, 12 Champagne producers secured importation into India, while our 2025 edition helped secure importation opportunities for seven South African producers. These are concrete results that demonstrate what can happen when the right producers meet the right partners.
With more than 70 producers participating this year, I hope we can continue building on that momentum.
I would also like to see more meaningful interaction between producers, sommeliers, hospitality professionals and consumers. Our masterclasses and educational activities are an important part of this. Most importantly, I want producers to leave Mumbai with a better understanding of the market, stronger relationships and a clear idea of their next steps.
For me, the real measure of success is not what happens during the two days of ProWine, but what happens in the following 12 months.
