The purchase and consumption of wine, whether in hospitality environments or domestic settings, has huge anthropological significance underpinned by a discourse of wine appreciation. It can be seen as a multi-sensory and symbolically status-rich activity framed by historical, social, cultural and ethical discourses.
This innovative book offers a critical study of wine from social and cultural perspectives. The field of wine studies spans the spectrum of cultural and technical issues concerning the place of wine in society from viticulture, vinification, labelling, regulation, marketing, purchasing, storage and its final consumption. It combines social history and contemporary questions including the notion of terroir, the nature of protected wine designations, the pricing of wine and the different motivations for buying and consuming wine. It considers wine as a beverage, as an aesthetic exercise and as a marker of status, as well as health implications and legal controls.
The title offers a timely contribution into the significance of wine and the role of knowledge, both of which have conceptual and managerial implications in terms of marketing, promotion, consumption and distribution. By offering a holistic and innovative understanding of wine and its consumption, it is a must-read for students and scholars in the fields of wine and social science.
Table of Contents
Foreword Preface Acknowledgements: Our personal wine journeys List of abbreviations 1. The Nature of Wine, Protected Designations and Labelling 2. Understanding the Significance of Wine 3. Fine wine or Plonk? 4. Wine Consumers 5. Terroir 6. Wine at Home 7. Licensing Law, Duty and the Ethics of Alcohol 8. Marketing of the Wine Experience 9. Wine Societies and Wine Education 10. The Semiotics of Wine 11. The Importance of Wine in Contemporary Society
Gareth Morgan holds a Chair at Sheffield Business School, Sheffield Hallam University. He is an experienced wine educator and a specialist in regulatory issues in a number of sectors.
Richard Tresidder is Senior Lecturer in Hospitality Marketing at Sheffield Business School, Sheffield Hallam University. He is a social anthropologist exploring issues of critical marketing in hospitality, tourism and food.
"Contemporary Wine Studies: Dancing with Bacchus is not your usual wine book.It doesn't take you through regions and appellations, wine-making techniques and producers. Instead it investigates the role of wine in a social context and delves into the part humanity plays in all its facets, from production to labelling, from marketing and learning. Far from being a dry textbook, it whets the appetite for a deeper understanding of a subject and product people throughout the world have obsessed about for centuries."
- Laura Clay, Association of Wine Educators, Circle of Wine Writers, Accredited Bordeaux Tutor
"What a work! This book shows how essential it is to understand that wine is not just a drink but a way of life. It should definitively have a place in the library of anyone who appreciates wine. Congratulations to the authors!"- Jean-Pierre Renard, L'École des Vins, Bureau Interprofessionnel des Vins de Bourgogne