Wine as commodity has received enormous academic attention, while wine as gift has largely eluded significant dedicated research and analysis. This book addresses this lacuna with insights from leading scholars from a range of disciplines exploring wine as gift in different moments of history, across a variety of production to consumption contexts, and across societies and cultures. The book draws on examples from Australia, China, Croatia, France, Italy, Moldova, United Kingdom and Aotearoa New Zealand. Through the analysis of wine as gift, indeed often as a commodity-gift hybrid, this book significantly enhances understandings of the intertwined economic, societal, political and moral aspects of wine and its production, exchange, and consumption.
Wine and the Gift: From Production to Consumption will appeal to researchers and undergraduates from a wide range of disciplines, including sociology, history, anthropology, cultural studies, geography, marketing, and business studies.
Author(s): Peter J. Howland
Series: Routledge Critical Beverage Studies
Publisher: Routledge
Year: 2022
Language: English
Pages: 248
City: London
Cover
Half Title
Series Page
Title Page
Copyright Page
Dedication
Table of Contents
List of Illustrations
Series Editor Introduction
Preface
Wine and The Gift – The Volume
Notes
Bibliography
Acknowledgements
List of Contributors
Chapter 1: Introduction: Wine as Gift and Commodity – An Imbricative Hybrid
Part I: Wine as Gift
A Wink Towards the Gift-Like
Gifts and Giftings
Commodities – from Exploitation to Relative Affability
Ideal Gifting – an impossible standard?
Ideal Gifting and Pervasive Sharing
Conclusion
Notes
Bibliography
Chapter 2: The Gifting of Wine: Language, Representation and the Commodity Form
Introduction
Gifting Wine as Discourse
Hierarchy and Identity
Representation as Historical Discourse
Conclusion
Notes
Bibliography
Chapter 3: On Divine Wine: Wine Gifts Between Gods and Humankind
Introduction
Greeks Bearing Wine Gifts
Judaism: Yahweh’s Gift of Wine
Wine Gifts and Christianity
Conclusion
Notes
Bibliography
Chapter 4: Hospitality, Gift Economy and Commercial Folklore
Introduction
Burgundian Wine Festivals and the Wine-Gifting Economy
From Place-making to Global Gifting Economy
The Complex Sociality of Wine Gifting
Wine Gifting Economy and Reassessing the Gift
Conclusion
Note
Bibliography
Chapter 5: The Gifting of Champagne, 1850–2000: Public Performance or Personal Intimacy?
Introduction
Wine and The Gift – the Story So Far
Contextualizing Champagne
The Gifting of Champagne in the Nineteenth Century
Charitable Giving
Serving Society
Treating and Bribery
Corruption
Romantic and Sexual Services
Private Gifting
Conclusions
Note
Bibliography
Chapter 6: Terroir Aura: Tibetan Wine as Gift in China’s Southwest
Introduction
Terroir Aura and Wine Gift
Terroir Aura and Catholic Culture of Tibetan Wine
Terroir Aura and Buddhist Culture of Tibetan Wine
Terroir Aura and Tibetan Wine Flowing
Conclusion
Notes
Bibliography
Internet
Chapter 7: ‘Without Friends, You Don’t Exist’: The Value of Favours in Istrian Winemaking
Favours Beyond the Market
The Paradox of Favours
‘It takes having been poor to know poverty’
The Art of Getting By
‘Without friends, you don’t exist’
Conclusion
Acknowledgements
Notes
Bibliography
Chapter 8: Gifted Winemakers and the Commerce of Wine Gifting
Introduction
Wine as ‘Gifted Art’
Coopetition Between Winemakers
‘Free’ Wine Tastings
Prosumer Gifts
Conclusion
Note
Bibliography
Chapter 9: Gifts That Pay for Themselves
Introduction
Post-Soviet Moldovan Wine
Wine Gifts
Gifts Making Markets
Conclusion
Acknowledgements
Notes
Bibliography
Chapter 10: Made to Give Away: Homemade Wine and The Gift
Introduction
Conceptualizing the Gift
Amateur Winemaking
Social Production
Made to Give Away
Conclusion
Notes
Bibliography
Chapter 11: Gifting Dynamics of Calibrating and Aligning: An Exploratory Study of Expat Chinese Wine Gifting
Introduction
Gifting, Wine and Chinese Consumer Behaviour
Research Design
Accomplishing the Gifting of Wine: Interview Findings
Calibrating the Gift to the Giver-Recipient Relationship
Aligning the Gift to the Recipient’s Appreciation
Conclusion
Appendix 1: Elicitation Activity One
Notes
Bibliography
Chapter 12: Spitting or Sitting: The Commodification of Wine Tasting and Drinking as a Gift in Piedmont, Italy
Introduction
Professional Wine Tasting
Wine In Situ: I Produttori di Carema
La Cooperativa: The Particularities of Carema
From the Vineyard to the Cantina : Sharing Wine
Affect of Tastes and Gifts
Conclusion
Bibliography
Chapter 13: Wine and the Gendered Self-Gift: Conceptual Considerations
Introduction
The Self-Gift
Wine and the Gendered Gift Exchange
Wine and the Gendered Self-Gift
Conclusion
Notes
Bibliography
Index
