1st Edition

Wine and The Gift From Production to Consumption

Edited By Peter Howland Copyright 2023
    248 Pages 15 B/W Illustrations
    by Routledge

    Wine as commodity has received enormous academic attention, while wine as gift has largely eluded significant dedicated research and analysis. This book addresses this lacuna with insights from leading scholars from a range of disciplines exploring wine as gift in different moments of history, across a variety of production to consumption contexts, and across societies and cultures. The book draws on examples from Australia, China, Croatia, France, Italy, Moldova, United Kingdom and Aotearoa New Zealand. Through the analysis of wine as gift, indeed often as a commodity-gift hybrid, this book significantly enhances understandings of the intertwined economic, societal, political and moral aspects of wine and its production, exchange, and consumption.

    Wine and the Gift: From Production to Consumption will appeal to researchers and undergraduates from a wide range of disciplines, including sociology, history, anthropology, cultural studies, geography, marketing, and business studies.

    1. Wine as Gift and Commodity – An Imbricative Hybrid
    2. Peter J. Howland

    3. The Gifting of Wine: Language, Representation and the Commodity Form
    4. Robert C. Ulin

    5. On Divine Wine: Wine Gifts Between Gods and Humankind
    6. David Inglis

    7. Hospitality, Gift Economy and Commercial Folklore
    8. Marion Demossier

    9. The Gifting of Champagne, 1850-2000: Public Performance or Personal Intimacy?
    10. Graham Harding

    11. Terroir Aura: Tibetan Wine as Gift in China’s Southwest
    12. Xiangchun Zheng & Nelson Graburn

    13. ‘Without friends, you don’t exist’: The Value of Favours in Istrian Winemaking
    14. Robin Smith

    15. Gifted Winemakers and the Commerce of Wine Gifting
    16. Peter J. Howland

    17. Gifts That Pay For Themselves
    18. Daniela Ana

    19. Made To Give Away: Homemade Wine and the Gift
    20. William Skinner

    21. Gifting Dynamics of Calibrating and Aligning: An Exploratory Study of Expat Chinese Wine Gifting
    22. Jennifer Smith Maguire & John Dunning

    23. Spitting or Sitting: The Commodification of Wine Tasting and Drinking as a Gift in Piedmont,Italy
    24. Rachel E. Black

    25. Wine and the Gendered Self-Gift: Conceptual Considerations

    Anna-Mari Almila


    Peter J. Howland is a former tabloid journalist by mistake, an anthropologist by training, a sociology lecturer at Massey University, Aotearoa New Zealand, by occupation, and a neo-Marxist by analytical and moral compulsion. He has long-standing research interests in wine production, consumption and tourism and their role in the evolving constructions of middle-class identity, distinction, leisure, elective sociality, constructions of place, and reflexive individuality. He is author of Lotto, Long-drops & Lolly Scrambles: An Anthropology of Middle New Zealand (2004); editor of Social, Cultural and Economic Impacts of Wine in New Zealand (Routledge, 2014); and co-editor (with Assoc. Prof. Jacqueline Dutton, University of Melbourne) of Wine, Terroir and Utopia: Making New Worlds (Routledge, 2019). In 2019 he was appointed as a founding editor of the series Critical Beverage Studies for Routledge UK.