Contemporary Wine Studies: Dancing with Bacchus by Gareth Morgan and Richard Tresidder

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  • ISBN 10 1138784451
  • ISBN 13 9781138784451
  • Published Oct 19 2015
  • Format Paperback
  • Page Count 254
  • Language English
  • Countries United Kingdom
  • Publisher Taylor & Francis
  • Imprint Routledge

Publishers Text

There are few, if any, books which embrace wine studies as a broader field. Yet the purchase and consumption of wine whether in trade or domestic settings has huge anthropological significance and can be seen as a multi-sensory and symbolically rich activity that is underpinned by historical, social, cultural and ethical discourses. This innovative book fills this void by offering a through critical study of wine from social, cultural and anthropological perspectives, with a focus on the translation from theory to influencing industry practice. It achieves this by combining social history and contemporary issues of wine in a democratised market such as how wine has become much more available and affordable, the nature of wine designation and labelling and the different motivations for buying and consuming wine in different geographical regions - whether to get drunk, or as an aesthetic exercise. By doing so it offers new insight 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. This timely and significant contribution, offering a holistic and innovative understanding of wine and the wine industry, is a must read for students and scholars in the fields of wine and social science.

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