Production, Consumption, and Marketing Italian Wine Culture

Abstract

Wine has been produced and consumed for centuries and, therefore, reflects wide ranging social and cultural practices. In my study, I recount the story of wine in Italy, from the Greek influence on southern Italian viticulture to the present. I mainly consider modern production, the market for wine, government regulations, and the publication of popular wine "guides". Using Italian wine guides, we can track the developments in production and consumption over the last twenty years, when Italian wines began to enjoy greater international favor. By focusing also on recent marketing of different regional wines, we can also see how both production and especially consumption of wine reflects cultural change in Italy.

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