Wine And Identity

In an increasingly competitive global market, winemakers are seeking to increase their sales and wine regions to attract tourists. To achieve these aims, there is a trend towards linking wine marketing with identity. Such an approach seeks to distinguish wine products – whether wine or wine tourism – from their competitors, by focusing on cultural and geographical attributes that contribute to the image and experience. In essence, marketing wine and wine regions has become increasingly about telling stories – engaging and provocative stories which engage consumers and tourists and translate into sales. This timely book examines this phenomena and how it is leading to changes in the wine and tourism industries for the first time. It takes a global approach, drawing on research studies from around the world including old and new world wine regions. The volume is divided into three parts. The first – branding – investigates cases where established regions have sought to strengthen their brands or newer regions are striving to create effective emerging brands. The second – heritage – considers cases where there are strong linkages between cultural heritage and wine marketing. The third section – terroir – explores how a ‘sense of place’ is inherent in winescapes and regional identities and is increasingly being used as a distinctive selling proposition. This significant volume showcasing the connections between place, identity, variety and wine will be valuable reading for students, researchers and academics interested in tourism, marketing and wine studies.

The world of wine encompasses endless variety. Consumers want to understand what makes one bottle of wine different from another; vintners need to know how to communicate what makes their product distinctive. Drawing on a decade of fieldwork in Italy and France as well as interviews with critics and analysis of market data, Giacomo Negro, Michael T. Hannan, and Susan Olzak provide an unprecedented sociological account of the dynamics of wine markets. They demonstrate how the concepts of genre and collective identity illuminate producers’ choices, whether they are selling traditional or nonconventional wines. Winemakers face a fundamental choice: produce an existing style and develop an identity as a proponent of tradition or embrace foreign, new, or emerging categories and be seen as an innovator. To explain this dilemma, Negro, Hannan, and Olzak develop the notion of wine genres, or shared understandings among producers and the public. Genres emerge through the social structure of production, including factors such as group solidarity, social cohesion, and collective action, and become key reference points for critics and consumers. Wine Markets features case studies of the creation of a modern wine genre and a countermovement against modernism in Piedmont, the failure of producers of Brunello di Montalcino in Tuscany to define a clear collective identity, and the emergence of the biodynamic wine movement in Alsace. This book not only offers keen sociological insight into the wine world but also sheds new light on the logic of markets and organizations more broadly.

"2020. Let's face it: the global pandemic, combined with accelerated violence and negativity throughout America, sparked a vortex of high anxiety for the world and its people. In Let Us All Breathe Together, Rabbi Weinberg offers a thoughtful collection of spiritual messages, insightful poems, and perceptive essays that explore ways to unite faith with reality-all of which combine to provide a valuable guide through the uncertainties of turbulent times. From meditative relaxation to the soothing sounds of the shofar, to seeing the face of God in ourselves, Rabbi Weinberg shares tools to help overcome trauma and strengthen faith not only in God but also in humanity. She employs her extensive knowledge of Judaism, other spiritual traditions, and her own practice and weaves them into this engaging tutorial to help us relax, restore, and mostly, just . . . Breathe"--

This work explains how nationhood emerges by viewing countries as cultural artifacts, a product of "invented traditions." In the case of France, scholars disagree, not only over the nature of French national identity but also over the extent to which diverse and sometimes hostile provincial communities became integrated into the nation. The author offers a new perspective by looking at one of the central elements in French national culture -- luxury wine -- and the rural communities that profited from its production

This ability to mask local interests as national concerns convinced government officials of the need, at both national and international levels, to protect champagne as a French patrimony.

Beyond Flavour is a practical guide to blind wine tasting which will help wine lovers increase their knowledge and improve their blind tasting skills. The book offers detailed descriptions of the key attributes of major grape varieties and wine producing regions, and argues that assessing a wine's structure - acid structure in white wines and tannin structure in red wines - is a more reliable indicator of a wine's identity than the traditional reliance on flavour. Beyond Flavour includes analysis of wine style by country and region; descriptions of recent vintages for classic European origins; and tips for blind tasting exams. Beyond Flavour is an indispensable guide to blind wine tasting for wine students, professionals and others seriously interested in understanding why wines taste like they do.

Richard P. Mendelson deftly explains the federal, state, and local laws that govern wine production, taxation, marketing, distribution, and sales. Wine Law in America: Law and Policy exemplifies and sheds light on Commerce Clause and 21st Amendment issues, as well as matters of public health and social responsibility. Complementing a variety of courses, Wine Law in America: Law and Policy, features: lucid explanations of the federal, state, and local laws governing wine production, taxation, marketing, distribution, and sales discussion of Commerce Clause and 21st Amendment issues case law that addresses interstate trade in wine coverage of intellectual property concerns regarding wine labeling and advertising matters of public health and social responsibility for wine industry members and wine consumers how to establish and operate a wineryincluding grape sourcing, vineyard leases, and licensing and permitting descriptions of key international institutions and agreements that regulate the global wine industry

This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book’s final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.