Until Indians were introduced to wine, a typical retail outlet for alcohol was a heavily guarded, steel-caged, grubby shop selling dubious spirits to even more dubious men. Initially, a major brake on the development of wine culture in India was the poor quality of storage conditions and transport for a liquid that is much more susceptible to heat damage than spirits and beer. But smart, well-lit, air-conditioned wine stores are beginning to proliferate in India’s newer shopping malls, affording women a chance to handle and buy bottles too.
在葡萄酒进入之前,印度的酒精类饮料售卖店的典型形象是戒备森严、钢窗铁门且昏暗肮脏,售卖的酒类来路不明,而购买者更是神秘兮兮。葡萄酒文化在这里的推广最初受阻是由于恶劣的存放环境和运输条件,因为相对于烈酒和啤酒来说,葡萄酒在保存与运输方面要求更高。而如今的情况大有不同:随着越来越多购物中心的兴建,越来越多的葡萄酒专卖店也随之出现,这些专卖店拥有智能的系统,良好的照明条件和通风设施,并且还能够令妇女有机会进行购买。
Wine has opened the door to social drinking for Indian women, who before its introduction into Indian society were expected merely to watch while their menfolk downed whisky in great quantities before a late dinner (although dinner invitations specifying “8.30pm for 11pm are by no means a thing of the past). Today wine and food are often consumed together, European style. In fact, as one Indian political economist friend put it to me, wine consumption can be regarded as a “signifier in Indian society, indicating that the consumer not only has a certain level of material wealth but that they also understand western mores.
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2020-09-15
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