Imperial Wine: How the British Empire Made Wine's New World

Imperial Wine is a book that explores how the British Empire created the wine industries in Australia, South Africa, and New Zealand through settler colonialism. It argues that the global wine industry today is a result of settler colonialism and that imperialism was central to viticulture in the British colonies. Wineries were established soon after colonization as part of a civilizing mission, and British drinkers were initially apathetic towards colonial wine. However, after the First World War, colonial wines were marketed as cheap and patriotic, and began to find a niche among middle- and working-class British drinkers. This trend, combined with social and cultural shifts after the Second World War, laid the foundation for the New World revolution in the 1980s, making Britain into a confirmed country of wine-drinkers and a massive market for New World wines.

Format: Hardback
Length: 342 pages
Publication date: 05 April 2022
Publisher: University of California Press

Imperial Wine is a captivating and accessible deep dive into the colonial roots of the global wine industry. Written by historian Jennifer Regan-Lefebvre, the book explores Britain's surprising involvement in shaping the wine industries of Australia, South Africa, and New Zealand. By seamlessly blending global commodity history and imperial history, Regan-Lefebvre presents thought-provoking new research in an engaging narrative. This groundbreaking work argues that the contemporary global wine industry emerged as a consequence of settler colonialism, with imperialism playing a central role in viticulture in the British colonies.

The establishment of wineries in these newly colonized regions occurred almost immediately after the colonization of South Africa, Australia, and New Zealand. These wineries were part of a civilizing mission, with neatly trimmed vines and abundant fruit symbolizing Britain's dominance over foreign lands. Economically and culturally, nineteenth-century settler winemakers prioritized the British market, seeing it as the most significant. However, British drinkers initially showed apathy towards what they derisively referred to as colonial wine.

It was only after the First World War that colonial wines began to gain traction among middle- and working-class British drinkers. These wines were marketed as affordable and patriotic, appealing to their sense of national pride. The post-World War II social and cultural shifts further contributed to the growth of colonial wine consumption in Britain. This trend, combined with the emergence of New World producers in the 1980s, transformed Britain into a confirmed country of wine drinkers and a substantial market for New World wines.

While New World producers may have only received critical acclaim in the late twentieth century, Imperial Wine reveals that they had been courting and indeed manufacturing a British market for inexpensive colonial wines for centuries. The book delves into the intricate processes and strategies employed by these producers to attract and retain British consumers, showcasing their long-standing efforts to establish a foothold in the British wine industry.

Imperial Wine is a must-read for anyone with a curiosity about the complex stories behind the global wine industry. It offers a fresh perspective on the historical roots of the industry and sheds light on the role of colonialism and imperialism in shaping its trajectory. Through its engaging narrative and insightful analysis, the book provides valuable insights into the historical, economic, and cultural factors that have contributed to the development of the wine industry as we know it today.

Weight: 576g
Dimension: 161 x 237 x 33 (mm)
ISBN-13: 9780520343689