Review of “Wine Markets: Genres and Identities”

Abstract

Most casual wine drinkers will tell you whether they like a particular glass and may be able to name their favorite grape or winery. More serious wine drinkers may be able to explain the typical characteristics of specific types of wine, explaining, for example, what differentiates a Chianti Classico from a Vino Nobile de Montepulciano, two Tuscan wines made primarily from the Sangiovese grape. Only the most discerning of connoisseurs, however, are likely to know much about how those types of wines came to be distinct—and even fewer will understand why. In this book, Negro, Hannan, and Olzak connect the dots, exploring not only the how but also the why behind the evolution and reification of categories in three European wine-producing regions. The authors devote a chapter to explaining the often-conflated concepts of genre—the abstract, mental representation of a concept that is widely shared within an audience—and market identity—the set of expectations imposed on an actor by audiences, which in turn are influenced by the genre those audiences associate with that actor. Following this helpful guide to the basics of category theory, they state their intent to use winemaking as a case through which to understand how audiences interpret genres and market identities through valuation, in this case through market pricing and critical ratings.

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