Bangalore, July 8 - It is not every day that one sees wine connoisseurs flaunting glasses of their favourite drink in public space here. But, come July 10, select residents of India's IT hub are expected to revel in the taste of the best, produced in Karnataka.

Conceptualised by the Karnataka Wine Board on the lines of wine festivals popular in many western countries, the city's first wine festival is targeted to promote wine tourism in the state. The three-day mela (festival) will be held in the Lalbagh Botanical Garden.

Connoisseurs will get a chance to sample white, red and rose wines made in the state.

'Along with free tasting of wine, a seminar will be a part of the wine festival to educate farmers, industrialists and the public about wine cultivation, production and contract farming in Karnataka. Opportunities available in the state will also be highlighted,' L Shantakumari Sundar, development commissioner and board chairperson, told IANS.

'Visitors will also get a chance to buy varieties of wines at lower prices in the festival,' added Sundar.

A 750-ml bottle of Indian wine costs around Rs.400 in Bangalore. The board will soon decide on the discounted price at which it will be made available at the festival.

'During the festival, visitors will be also taught the art of wine-tasting and sampling. The ultimate aim of the festival is to develop people's taste for fruit-based wines and thereby bring benefit to the farmers engaged in fruit cultivation,' said Sundar.

The government recently had amended the Karnataka Excise (Lease of Rights to Retail Vend of Wine) Rules, 2008, to facilitate setting up of boutiques for selling wine.