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Wine and Society - The Social and Cultural Context of a Drink (Hardcover)
Loot Price: R4,159
Discovery Miles 41 590
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Wine and Society - The Social and Cultural Context of a Drink (Hardcover)
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Total price: R4,179
Discovery Miles: 41 790
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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.
* Examines the relationship of wine to the cultures which produce
and consume it, the meaning of wine consumption and its impact on
society and lifestyles.
* Looks behind the marketing of wine, and reveals what hidden
messages are contained in wine advertising.
* Uses a wide framework, exploring how these issues have been
shaped by the past, and how they exist in different ways around the
world, encouraging analysis and reflection.
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