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Wine and Society

4.0 out of 5 stars 2 customer reviews
ISBN-13: 978-0750666350
ISBN-10: 0750666358
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Editorial Reviews

Review

"..offers a fresh academic perspective on how wine operates culturally and socially. Consider it "wine theory" along the lines of other social theories."
Wine Spectator

Book Description

Draws together a diverse body of material on the human elements of wine and wine consumption, looking at consumer behaviour and going ‘behind the scenes’ of wine marketing
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Product Details

  • Hardcover: 384 pages
  • Publisher: Routledge (August 22, 2006)
  • Language: English
  • ISBN-10: 0750666358
  • ISBN-13: 978-0750666350
  • Product Dimensions: 1 x 6.8 x 9.2 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #2,487,729 in Books (See Top 100 in Books)

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Format: Hardcover
This is finally a comprehensive book that puts wine into the context of our modern world by looking back to ancient times and by explaining how wine "functions" today.
The book is divided into five parts: The first part introduces to the topic and gives a historical overview of wine. The second part treats the production of wine, its structures, the classification systems, the development of appellations of origins and the notion of "terroir" before it concludes with an analysis of what "modern wines" are. The wine consumer with his motivation to drink wine and the many symbolic roles of wine is dealt with in part three. Part four talks about the social dimensions of wine, including fraud, health and abuse, and describes the enemies and politics of wine, before the book finishes with a conclusion in part five.
This book explains thoroughly the nature of wine and how it operates, or rather, is used to operate in our modern world. It shows for example that wine can be considered (and therefore explained and marketed to the consumer) as an agricultural "produce" that is "grown" by nature and/or as an industrial, processed "product" that is "made" by man. We rather prefer wine being a natural produce, but what about this other red liquid, which is "grown not made" according to one producer - ketchup? Or for a Scottish single malt whiskey which states that it is "made by the sea"? Therefore, while talking about wine the book encourages the reader to think about the history, marketing mechanisms and production methods of other food-stuffs and drinks. Steve Charters also analyses from marketing, anthropological and sociological perspectives the complicated motivations (utilitarian, experiential and symbolic) to drink wine.
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Format: Hardcover Verified Purchase
This book serves as a justification for the marketing techneques used in the wine trade. I was disappointed because I expected something more academic. It was well written and I appreciated the historical parts in particular. I would recommend it as a primer for those in wine marketing and for those studying for the MW exams
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