Consumption Culture of Indigenous Beverages: An Explorative Study of Fruit Wines of Meghalaya (India)

Abstract

Every destination has its own ethnic values and cultural diversity which reflects through its languages, costumes, custom and traditions, mythologies, beliefs, rituals, cultural events and finally local food and beverages. All these ethnicities are quite alluring to attract anyone towards culture and special interest tourism. Nowadays tourists and visitors are experiencing local culture, arts and handicraft, traditional dance and music, relishing local ethnic delicacies, delicious cuisines, as well as tasting local beverages etc. In respect of beverages especially, wines play an important role for wine lovers to explore such wineries, vineyards, fruit orchids, wine festivals for experiencing winemaking, wine tasting, wine pairing, wine consumption or purchase etc. Winemaking has existed throughout Indian history but was particularly encouraged by the Romans, Egyptians and European nations. Wine is an alcoholic beverage obtained from the fermentation of the juice of freshly gathered grapes, the fruit of the vine plant. According to the legal regulations of European Union, the wine is the product obtained after the fermentation of freshly gathered grapes whereas; wine can be made from other types of fruits. These wines are referred to as fruit wines, and named after the fruit which is used in their preparation (for example Strawberry wine). Meghalaya is also known as ‘Abode of Clouds’ is a state in North East India and is a home of 3 tribes namely- Khasi, Garo and Jaintia. Before 1972, it was part of Assam, a state of North East India. Indigenous wine making is part of very old tribal tradition culture where they prepare wine with available local fruits with indigenous knowledge and practice,used to consume these wines during some tribal festivities. During the British colonial period, there was enough time for blending and enriching wine making knowledge with indigenous and British culture. Co-mixing of culture and wine consumption is greater influence to local people to explore varieties of fruits wines in Meghalaya. Fruits wine is also festivities beverages here. Meghalaya is blessed with a variety of agro biodiversity and vivid climatic conditions which favours cultivation of different types of horticultural products like fruits, vegetables, flowers etc. Meghalaya also has so many indigenous species of fruit plants which may not be found anywhere else in the country. These native tribes still continue such indigenous customary practices of wine making from these fruits and vegetables. The horticultural wealth of the state in terms of fruits includes Peach, Plum, Pear, Pineapple, Banana, Jackfruit, Sohpieh, Sohiong (Black cherry), Sohsang, Sohphoh, Sohlang, Sohbrap (local names of Pasion fruit), Sohmon, etc. All these fruits and passion fruits have most preferred for wine making and also well have been considered well known in fruit wines among local and wine tourist. Meghalaya has planned to venture in the area of fruit wines. These fruit wines and indigenous beverages are consumed during occasions and rituals throughout the year. The production of indigenous beverages such as local fruit wine may serve as a good source of income for rural livelihood of the ethnic groups and a source of revenue to the state. Since both the food and wine promotes a destination by motivating a tourist to visit to a particular tourist destination. Hence, the production may be encouraged at the level of cottage and small scale industry to promote the rural tourism and entrepreneurship development. In this context, the Shillong Wine Festival organised by Meghalaya Wine Makers Association and other indigenous fruit festival will preserve, promote and also help create awareness not only on the art of indigenous wine making practices but also its commercial potential as tourism industry. The future of these Indigenous fruits wine making may be more prosper and sustainable when it may promoted by the state government as a cottage industry by providing suitable standard benchmarking facilities such as Food Safety and Standard Authority of India (FASSAI). The wine festival of Shillong attracts wine connoisseurs and wine tasters from across the world. In spite of these potentials the wine making is not legalising in Meghalaya, the natives prepare and serve it for self or festivities consumption only. The Government should legalise fruit wine making in the perspective of a job opportunity to encourage entrepreneurship among the youth and also in promoting tourism. Wine tourism includes visits to wineries, vineyards/orchards and restaurants famous for special local wines, as well as organized wine tours, visits to wine festivals and other special events. Wine tourism is now accredited as special-interest tourism (SIT). Wine tourism carves a niche sector that could help in developing the social and economic status of the Meghalaya.This explorative study highlights link between wine consumption with traditional tribal culture, and how are the natives of Meghalaya still continue these traditional fruits wine making practice as part of indigenous tribal culture which same as remains century ago. This paper is based on the qualitative component with ethnographic study, combining direct observation with interviews of local natives of Meghalaya. This paper will focuses on indigenous wine making and consumption as part of ethnic tribal culture, how these fruit wines are transforming a unique tourism product for attracting wine tourists and also promote Meghalaya as a nascent emerging wine tourism destination.