The recently concluded wine show in Delhi makes me wonder whether the passion for wine is really on the rise or there is plain hype. IFE-India gave an opportunity from a novice to the connoisseur to get the basic, intermediate and advance knowledge on wines in 3 days- besides the business opportunities galore.
The importers, hotel industry people and others interested in wines should have been there in hordes-provided they are truly passionate about learning and enjoying wines more, business viewpoint notwithstanding. Surely, all exhibitors hope to do business. But they still pour wines with delight for all and share their winemaking philosophy, pricing, culture and whatever else you might get them to talk about, relating to wine.
Whatever be the reasons for the general apathy (there were quite a few exceptions!), I was fairly disappointed. There were numbers; those are statistics, but nowhere close to what they should have been. An importer should have all its staff taste, even if its for a limited period. Every hotel and restaurant should send every member of their managerial and waiting staff. Lip service aside, I don't think people have developed enough passion to go beyond the party talk or going beyond their ongoing wine business portfolio.
At the international shows that I frequent, the producers are very keen to taste even the competition's wines in an effort to compare the quality with their own.
The exhibiting producers are surprised that people are not curious in knowing about current vintages even if they know a particular producer or a label rather well. Part of the purpose of such shows is to enable the clients-present and potential to come and taste the current vintages. They cannot comprehend the apathy some of the industry people have.
They would be shocked to death if they knew that many of the importers don't even drink or even taste wines. They simply believe that it is a commodity that can be bought and sold at a varying margin.
The shows like IFE-India offer us an opportunity to ask questions that might sound silly, say, in a formal class room type situation. Here, one can argue, discuss and most of all taste and compare notes with the producer and winemaker or other experts and learn the proper tasting technique too. Nobody would deny that the tasting prowess improves with more tastings only.
I believe it is the passion of these groups of professionals and those at the helm of affairs that will also drive the passion for consumers. If we hope to increase the wine market, let us attend all such events and encourage our staff, friends and associates to visit such shows in larger numbers- at least to learn more about wines.
Business is bound to follow...
Subhash Arora |