No open-access location is known for this record yet.
No open-access location is known for this record yet.
In this chapter, I argue Lewis Hyde’s (2007 [1983]) thesis concerning art and gift can be extended to wine as a similarly creatively made product, especially when crafted by artisanal winemakers in small-scale, boutique vineyards/wineries. I discuss how small-scale winemakers in Aotearoa New Zealand are caught in the tensions generated by the imbricative commodity-gift hybridity of wine (in which either the commodity or gifting form are foregrounded depending on the context, although both are hybridically retained). As such winemakers are significantly invoked or interpellated to gift their commercially produced wines, together with their expert wine knowledge, equipment, and labour, to family, friends, community organizations, customers, and fellow winemakers. Compulsions to gift collusively emerge from winemakers’ desiring and/or requiring commercial success; being cast as gifted artisans; being regarded as gifted prosumers; and by the practices of hospitality and companionate drinking that enduringly manifest in wine production and consumption. Moreover, gifting or gift-like modalities are evident in a range of activities including winemaker coopetition, free wine tastings, community support initiatives, commensal winemaker-employee relations, and interpersonal gifting.
Loading…
Imported from OpenAlex (CC0) — nothing here is generated.