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Wine and Society, by Steve Charters
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Wine is becoming increasingly popular in the Anglophone world and there are many books available which describe how and where it is made. However, none address the fundamental questions of different structures of production and how the consumer relates to the product – this book is the first to do just that.
Wine and Society: the cultural and social context of wine production and consumption looks at the relationship between wine production and marketing, focussing in consumer behaviour and cultural attitudes. Divided into four parts, it examines the context of wine production, the wine consumer and the social context of wine, discussing the following themes:
* That the core of wine production and consumption is shaped by historical, geographical and cultural factors.
* Wine production – European and new world looking at the different kinds of producer and how the varying background of each shapes their perspective on what they produce
* Terroir and appellations: why demarcation and sense of place became important, how they are used to achieve marketing differentiation, and the 'benefits’ (or otherwise) to the customer.
* The contemporary wine consumer and lifestyle factors – looking at wine clubs, tourism, education, culture and literature
* The politics and economics of wine – from supporting rural industries in France to protecting customers from deception and health risks.
Suitable for third year and post-graduate students of hospitality, wine (both in production and marketing), wine tourism, gastronomy and related courses, it encourages students to think critically about the issues raised by using real life case studies and examples from around the world, also including press releases and marketing campaigns.
- Sales Rank: #2596847 in Books
- Brand: Brand: Routledge
- Published on: 2006-08-22
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x 6.75" w x 1.00" l, 1.60 pounds
- Binding: Hardcover
- 372 pages
- Used Book in Good Condition
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
Most helpful customer reviews
0 of 0 people found the following review helpful.
Wine in the context of our modern world
By Markus Hungerbühler Dip WSET
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. He explains with many examples the various important symbolic meanings of wine that one still has to know to understand the operation of wine and its marketing. I found of particular interest the section on the historical development of wine as a marker of status. And one of the most important wines as a marker of status is of course champagne. This wine and the Champagne region with its high status and phenomenal success is the result of a long and rich history of early, effective marketing and product excellence and serves therefore as a shining example .It is therefore not surprising that Steve Charters (together with others) wrote in 2011 an excellent and comprehensive analyses about champagne, the Champagne region and the operation of this wine and the industry behind it, see Steve Charters (editor): The Business of Champagne: A Delicate Balance, Routledge Studies of Gastronomy, Food and Drink, see: The Business of Champagne: A Delicate Balance (Routledge Studies of Gastronomy, Food and Drink)
"Wine and Society" is useful, well written and documented and can be recommended to anyone who is interested in and wants to understand the long history of wine, the complex relationship between wine(s) and its many different consumers and the development of modern perceptions and marketing mechanisms of wine.
2 of 3 people found the following review helpful.
I expected more of an emphasis on sociology and less on marketing
By Joseph V. Formica
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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