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This research focuses on the new wine merchants phenomena, which is developing in the french metropolis since the beginning of 2000’s. This phenomena stems from different urban dynamics, more specifically social (emerging group of so-called “bobos” – or bourgeois bohemians) and spatial (gentrification). New wine merchants, which differ from “traditional” wine merchants, are in a way “reinventing” wine through discourses, store place settings and customer approaches, all things that indicate a real cultural turn in wine. Indeed, new discourses are structured around a mythology, while new types of wine consumption are under way in a process of socio-cultural distinction.
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