Abstract
From the perspective of food anthropology, this project’s main goal is to develop an ethnography of two new wine geographies, Cananea, a town in Sonora (Mexico) 30 miles from the US border where wine activity just started ten years ago, and Sonoita (USA), a small area in Arizona where wine industry took off in the 1980s. In the last decades, the wine industry has undergone an important transformation due to the changes in global production and consumption trends. Ideas such as terroir, tradition, savoir-faire, authenticity or geographical indications, basic pillars for the conventional strategy of value creation in the wine market, have been expanded, reproduced and translated to worldwide contexts giving rise to very diverse local responses. This current scenario of global wine diversification puts into question these ideas, which represents and materialized the relationship between a product and its place of origin; and reveals the complexity posed by the study of the new wine geographies, their conformation (subjective and objective) and valorization. We find these geographies as an open tasting ground that provides us an opportunity to analyze and discuss about new ways of interactions between a product and its place of origin; about the creativity of these winescapes; about the viability of the old categories in the new geographies; and about the new meanings and actions around the valorization of this winemaking scenario which account for the reality of the global wine sector in the XXI century.
Presenters
Maria Del Carmen Salas QuesadaPostdoctoral Researcher, Interdisciplinary Food Studies, Centro de Investigaciones Interdisciplinarias en Ciencias y Humanidades (CEIICH-UNAM), Mexico
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2020 Special Focus—Making The Local: Place, Authenticity, Sustainability
KEYWORDS
Wine, Place, Value, Ethnography
