{"product_id":"burgundy-the-global-story-of-terroir-9781789206272","title":"Burgundy: The Global Story of Terroir","description":"\u003cp\u003e \u003cstrong\u003e\"Demossier's engrossing analysis of Burgundy-the wine, the place, the brand-should be imbibed (pun intended!) on many levels-and slowly, for best appreciation.\"-foodanthro.com\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003e Drawing on more than twenty years of fieldwork, this book explores the professional, social, and cultural world of Burgundy wines, the role of\u003cem\u003e terroir \u003c\/em\u003e(the environmental factors that affect a crop's character), and its transnational deployment in China, Japan, South Korea, and New Zealand.\u003c\/p\u003e \u003cp\u003e It demystifies the terroir ideology by providing a unique long-term ethnographic analysis of what lies behind the concept. While the Burgundian model of terroir has gone global by acquiring UNESCO world heritage status, its very legitimacy is now being challenged amongst the vineyards where it first took root.\u003c\/p\u003e \u003cp\u003e \u003cem\u003eFrom the introduction: \u003cbr\u003e Superficially then, Burgundy might appear to be simply acquiring recognition for its unchanging landscape, tradition and culture. Yet, for all the power of its rich local identity, folklore and culture which is broadcast to the world, there hides underneath the comforting blanket of this seamless place, untouched by change or conflict, a far more complex reality. Burgundy's listing as a World Heritage landscape emphasises its international reputation as a traditional and historical site of wine production and opens a new chapter in the production and marketing of its quality, differentiation and authenticity. It is also about readjusting Burgundy and the grands crus in response to a changing global market and the shifting kaleidoscope of world wine values.\u003c\/em\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e \u003cstrong\u003eMarion Demossier\u003c\/strong\u003e is Professor of French and European Studies and Head of the Department of Modern Languages at the University of Southampton, and holds a PhD in Social Anthropology from the EHESS (École des Hautes Études en Sciences Sociales) in Paris. She has been involved as an expert with the wine industry in France and New Zealand and is a member of the UNESCO network Chair Culture of Wine, Dijon since 2006.\u003c\/p\u003e\u003cbr\u003e","brand":"Berghahn Books","offers":[{"title":"Default Title","offer_id":50478101692690,"sku":"9781789206272","price":20.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_ca3bee7a-14c8-4bf0-9a1d-9a816f845761.jpg?v=1730283094","url":"https:\/\/surprise-castle.myshopify.com\/products\/burgundy-the-global-story-of-terroir-9781789206272","provider":"Surprise Castle","version":"1.0","type":"link"}