July 24: A pictorial report in the National Daily, Times of India (TOI) has reported findings of a Survey conducted by WHO and published in May, in which the statistics show that alcohol consumption in India is on the Rise, based on the consumption of IMFL (Indian Made Foreign Liquor) But the irony is that the chart is romanticized using a bottle of red wine being poured into a wine glass, thus indicating the insensitivity and ignorance of the copywriter.

In India where the whisky and beer consumption is around 600-700 million cases, wine is a measly 2.4-2.6 million cases after 10 years of growth reaching as high as 25-30% in a year. One of the reasons is the lack of education and people not understanding and appreciating the various nuances of wine. It is basically a low alcohol lifestyle product meant to be consumed with food. The alcohol is formed through the basic fermentation of grapes or other fruits. The process results in unstable organic compounds called ethers that are responsible for the flavours and aromas. Hence, it is really a natural product.

But because it has some alcohol and many people may not imbibe it due to social mores or religion, they tend to lump it with other alcoholic products unfairly and inaccurately. But when a responsible print media like TOI reports a case of IMFL using wine in the glass to romanticize it, this is ‘criminal’ and unfortunate. Understandably, the journalist who wrote the article is not expected to be necessarily an expert on wine-and here I am not even getting into the figures, calculations or the merit of this chart except that the graphic designer had the artistic sense but used it in the wrong context.

While judging wines at the international platforms, I have often wondered why the points are not allocated for the colourful legs and the beautiful waves formed during the swirling. In fact, I always ‘see’ flamenco dancers twirling away holding one end of the skirt when I swirl a glass of slightly mature Pinot Noir from Burgundy. Thus the artwork is perfect as a descriptive for wine in this class. Showing a bit of wine jump out of the glass is an elegant display of motion and emotion. But showing the same for the consumption of IMFL ought to be sacrilege for serious or romantic wine lovers.

Half of our efforts are to help bureaucrats and politicians understand the subtle difference between wine and spirits through writings. Once they understand, only then will they be able to better rationalize their policies. This is also essential for wine novices who want to appreciate wine and separate themselves from liquor drinkers. Specialized Media (wine) has the responsibility to make sure the readers are not misled by wrong pictures, text or other visuals.

I have suggested many times before also that media like TOI, ET, HT etc should engage with some wine experts and used their services more often to avoid the sort of blunder or a boo- boo. In fact, most of these newspapers have some one or the other in the organisation, who knows enough about wine to get the stray articles on wine edited with correct wine language and pictures in place.

I know TOI has more than one such person. It’s just a matter of attitude but so far I am concerned, your World Tipsometer may show India drinking 4.3 liters of pure alcohol annually, translating into 13 bottles during 2008-10 but the wine consumption is still negligible.

…..and there is no ‘W’ n the IMFL, Team Times of India!. Drink responsibly! But more importantly, Write Responsibly-on Wine!!

Subhash Arora