Wine is a simple thing (once you've mastered the vocabulary -- see the
two videos on this page). The idea of wine, however, is very complicated
since it reflects both wine itself and wine's complex and dynamic social
and economic terroir of values, attitudes, and interests. Because wine
intersects social processes in so many ways, the question of which idea of
wine will prevail, or how the contractions between and among the different
ideas will be resolved or not, has important implications.
looks closely at the battle for the idea of wine with special attention to
its interdisciplinary aspects and conflicts and consideration of how the
globalization of wine has intensified the inherent conflicts.