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Wine Markets : Genres and Identities by Michael T. Hannan; Giacomo Negro; Susan Olzak is a nonfiction available to read on EtoBox.

What is Wine Markets : Genres and Identities about?

"The world of wine encompasses endless variety. Consumers want to understand what makes one bottle of wine different from another; vintners need to know how to communicate what makes their product distinctive. Drawing on a decade of fieldwork in Italy and France as well as interviews with critics and analysis of market data, 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. Winemakers face a fundamental choice: produce an existing style and develop an identity as a proponent of tradition or embrace foreign, new, or emerging categories and be seen as an innovator. To explain this dilemma, Negro, Hannan, and Olzak develop the notion of wine genres, or shared understandings among producers and the public. Genres emerge through the social structure of production, including factors such as group solidarity, social cohesion, and collective action, and become key reference points for critics and consumers. Wine Markets features case studies of the creat

Who reads Wine Markets : Genres and Identities?

Author

Michael T. Hannan; Giacomo Negro; Susan Olzak

Publisher

Columbia University Press

Published

2022

Language

EN

ISBN

9780231203715

Category

nonfiction

Subjects

Business, Cooking, Sociology

Updated

2026-03-24