Conceptualizing the roles of cultural intermediaries in the making of a fine wine consumption cultura in China

Abstract

The paper reports on exploratory, interpretive research involving semi-structured interviews with a small sample of Chinese fine wine intermediaries. We provide insights into the Chinese fine wine market from the perspective of taste makers working in the highly affluent, first-tier city of Shanghai. Our analysis offers a novel conceptualization of the role of cultural intermediaries in market development, contributing to a growing body of research on the significance of constructions of legitimacy to the development of markets, and suggesting how an understanding the local intermediary populations is significant to anticipating pathways for institutionalizing new forms of taste and consumption practices.

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