Ernest Hemingway famously wrote about wine in Europe being “something as healthy and normal as food, and also as a great giver of happiness and well-being and delight”. Chandigarh-based Yashovardhan Saboo, who runs Ethos, India’s largest retail chain of Swiss-made watches, agrees heartily with the description. His love for the drink that came to be associated with sophistication, even snobbish attitudes, began from reading authors like Hemingway and F Scott Fitzgerald, whose references to wine (and the consumption of it) informed their depiction of early 19th century European culture.