Cellar 33 Expands India Portfolio to 70+ Producers, Unveils Major Showcase at ProWine Mumbai 2026
Mumbai, 22 October 2026: Bordeaux-based wine and spirits agency Cellar 33 is expanding its presence in India, with an international portfolio now representing more than 70 producers across over 10 countries. The company will present its largest-ever India showcase at ProWine Mumbai 2026, scheduled for 18–19 November at the Jio World Convention Centre in Mumbai.
Founded in 2023 by Amrita Singh and Mattia Antonio Cianca, Cellar 33 works with international Champagne houses, wineries and spirits producers to develop business opportunities in overseas markets. Its India activities focus on connecting international producers with importers, hospitality businesses and other trade partners.
The agency’s growth reflects a broader effort to establish long-term commercial relationships between international beverage producers and India’s evolving wine and spirits market.
From 21 Producers to an International Portfolio of More Than 70
Cellar 33’s participation in the Indian market has developed steadily since its early engagements at Vinexpo India in Mumbai and Delhi in 2022.
At ProWine Mumbai 2023, the agency presented 21 producers from six countries. Its participation grew in 2024, when it showcased 25 producers and 42 wine references, including 14 Champagne producers. In 2025, the portfolio expanded further to more than 35 producers and 65 wine references, with the introduction of its first South African collection.
The company has also reported tangible commercial outcomes from its trade fair participation. Following ProWine Mumbai 2024, Cellar 33 secured import agreements for 12 participating producers through two Indian importers. Its 2025 engagement subsequently helped facilitate import arrangements for seven South African wine producers.
With its portfolio now exceeding 70 producers, the agency is seeking to build on these relationships and introduce a wider selection of international wines and spirits to Indian trade buyers.
Amrita Singh, Co-Founder of Cellar 33, said the company’s focus has been on developing partnerships that deliver commercial results rather than limiting its activities to product promotion. She described the portfolio’s growth as a milestone reflecting the confidence of international partners and the opportunities the founders see in India.
What to Expect at ProWine Mumbai 2026
Cellar 33’s November showcase will bring together established international brands, family-owned estates, boutique wineries and independent producers. The programme is designed to offer trade visitors opportunities to explore different beverage categories, discover new products and engage directly with producers.
Dedicated Champagne Bar
A dedicated Champagne Bar will feature established Champagne houses alongside independent growers. Visitors will be able to explore different styles, learn about production approaches and interact with representatives from participating producers.
The showcase will also examine Champagne’s commercial potential across premium hospitality settings, including luxury hotels, restaurants, destination weddings, private celebrations and gifting.
International Spirits Corner
The International Spirits Corner will introduce producers from multiple countries, reflecting Cellar 33’s expansion beyond its traditional wine and Champagne focus.
The initiative offers trade professionals an opportunity to explore a broader range of products that may be relevant to restaurant beverage programmes, hotel bars, specialist retailers and other hospitality businesses.
Concours Mondial de Bruxelles Showcase
A dedicated Concours Mondial de Bruxelles (CMB) corner will feature medal-winning wines and spirits from different countries. The presentation is intended to help visitors discover internationally recognised products and understand the role of professional competitions in evaluating beverages.
International Experts to Lead Tastings and Masterclasses
Education and professional knowledge-sharing will form an important part of Cellar 33’s participation at the event.
The planned programme will feature Champagne-focused sessions with Pierre-Antoine Mairet, Export Director of Champagne Henriot, and Nicolas Revolte, owner of Champagne Gaston Revolte. French journalist Anne-Marie Chabbert will lead a session focused on Champagne education and grower-led tastings.
International wine estates scheduled to feature include Germany’s Weingut Robert Weil, Tuscany’s Villa Saletta and Barolo producer Rocche dei Manzoni.
Soil and terroir will also receive attention through sessions involving Claude and Lydia Bourguignon, soil specialists associated with Domaine Laroque d’Antan. Their expertise is expected to offer participants a deeper understanding of how soil characteristics and vineyard conditions influence wine production.
Karin Meriot, representing Concours Mondial de Bruxelles, will lead a tasting featuring award-winning wines and spirits. South African producer Boland Cellars will present its wines and discuss the category’s commercial potential.
Another session will address the practical challenges of entering the Indian market. Sanjay Menon, Founder and Managing Director of Sonarys, is scheduled to participate in a discussion on import regulations and market realities, providing international producers with insight into distribution requirements and the commercial considerations involved in bringing products into India.
Together, these sessions are intended to encourage direct engagement among international producers, importers, sommeliers and hospitality professionals.
Supporting International Beverage Businesses Beyond Trade Fairs
Cellar 33’s activities extend beyond exhibiting products at industry events. The company provides export and market-development assistance, international product sourcing, strategic consulting, private-label development and customised beverage solutions.
Its services are relevant to international producers looking to enter new markets as well as hospitality businesses seeking products and partnerships aligned with their commercial requirements.
For hotels and restaurants, beverage selection can contribute to brand positioning, guest experience and revenue generation. Building an effective beverage programme, however, requires more than sourcing products. Businesses must also consider customer preferences, pricing, distribution, applicable regulations and the training required for service teams.
Mattia Antonio Cianca, Co-Founder of Cellar 33, noted that international producers entering India need to understand the country’s commercial and regulatory environment. He emphasised the importance of selecting suitable import partners and building relationships that can be sustained over time.
The company intends to use its expanded participation at ProWine Mumbai to encourage industry discussions, product discovery and new commercial connections.
A Growing Platform for International Beverage Trade
Cellar 33’s latest showcase reflects its ambition to strengthen connections between international beverage producers and India’s trade and hospitality sectors.
With more than 70 producers represented across over 10 countries, the agency’s presence at ProWine Mumbai 2026 will combine product discovery with professional education and business networking.
For India’s hospitality industry, such platforms can create opportunities for hotels, restaurants, importers and beverage professionals to explore new products, broaden supplier relationships and develop a deeper understanding of international wine and spirits markets.
Event: ProWine Mumbai 2026
Dates: 18–19 November 2026
Venue: Jio World Convention Centre, Mumbai
Website: www.cellar-33.com
About Cellar 33
Founded in 2023 by Amrita Singh and Mattia Antonio Cianca, Cellar 33 is a Bordeaux-based international export, marketing and consulting agency specialising in Champagne, wine and spirits. The company reports a presence across 15 markets and represents producers from more than 10 countries in India.
Its services include market development, brand positioning, commercial strategy, sourcing and support for international producers seeking opportunities in new markets.
Media contact: Chetna Ahuja
Contact number: +91 91521 01990
