Wine Markets: Genres and Identities

Giacomo Negro, Michael T. Hannan, and Susan Olzak provide an unprecedented sociological account of the dynamics of wine markets. They demonstrate how the concepts of genre and collective identity illuminate producers' choices, whether they are selling traditional or nonconventional wines. They develop the notion of wine genres, or shared understandings among producers and the public, which emerge through the social structure of production and become key reference points for critics and consumers.

Format: Paperback / softback
Length: 280 pages
Publication date: 01 February 2022
Publisher: Columbia University Press

The world of wine is a vast and intricate tapestry, brimming with endless variety and captivating allure. As consumers, we yearn to understand the unique qualities that distinguish one bottle of wine from another, while vintners strive to communicate the distinctiveness of their products. In their groundbreaking work, Giacomo Negro, Michael T. Hannan, and Susan Olzak have delved deep into the sociological dynamics of wine markets, offering an unparalleled account that sheds light on the intricate interplay between producers, critics, and consumers.

Drawing on a decade of fieldwork in Italy and France, as well as extensive interviews with critics and comprehensive analysis of market data, these scholars have crafted an unprecedented sociological exploration of the world of wine. Through their meticulous research, they have demonstrated how the concepts of genre and collective identity play a pivotal role in shaping producers' choices, whether they are offering traditional or nonconventional wines.

At the heart of this dilemma lies the fundamental choice that winemakers face: whether to produce an existing style and establish an identity as a proponent of tradition or to embrace foreign, new, or emerging categories and be seen as an innovator. To unravel this conundrum, Negro, Hannan, and Olzak introduce the notion of wine genres, or shared understandings among producers and the public. These genres emerge through the social structure of production, encompassing factors such as group solidarity, social cohesion, and collective action. They become crucial reference points for critics and consumers, helping them navigate the vast sea of wine options.

Wine Markets is a rich tapestry of case studies that shed light on the creation of modern wine genres, as well as the countermovement against modernism in Piedmont, the challenges faced by producers of Brunello di Montalcino in Tuscany in defining a clear collective identity, and the emergence of the biodynamic wine movement in Alsace. Through these captivating narratives, the book not only provides keen sociological insight into the wine world but also offers valuable insights into the broader logic of markets and organizations.

In conclusion, The World of Wine: A Sociological Exploration is a must-read for anyone who seeks to understand the complex dynamics that shape the world of wine. By delving into the social, cultural, and economic factors that influence producers' choices and consumers' preferences, this book offers a comprehensive and insightful perspective on the world of wine. Whether you are a seasoned wine connoisseur or a newcomer to the world of vintners, this book will captivate your imagination and deepen your appreciation for the art of winemaking.

Weight: 456g
Dimension: 157 x 235 x 22 (mm)
ISBN-13: 9780231203715