On the one side – beer drinkers. The Campaign for Real Ale makes the case:
“India pale ale was shipped from London and Burton-on-Trent for colonialists in India to enjoy with spicy food and the relationship has been strong ever since. Beer offers a range of alcohol levels, flavours, colours and styles that match any Indian dish far better than wine could ever hope to. From a delicious, highly-hopped IPA that can cut through spicy flavours to a refreshing and thirst quenching golden ale or lager, there is simply no contest.”
The lager lovers are fighting moves from wine makers – such as Balti Wines, based in the north-west of England, which is spending £1m this year on a campaign to persuade restaurants and customers, especially women, to drink “curry-time” wines.
How easy is it to change a “tradition” like lager and curry? Is behaviour easy to influence by linking into a trend for wine drinking? Will the media coverage generate sufficient discussion that we might be persuaded to try the promoted products?
Which side of the battle are you on and what tactics would you use to persuade others of the merit of your chosen drink with curry?