The Race to the Bottom of the Glass? Wine, Geography, and Globalization
General Material Designation
[Article]
First Statement of Responsibility
/ John Overton
Subsequent Statement of Responsibility
; Warwick E. Murray, Glenn Banks
GENERAL NOTES
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SUMMARY OR ABSTRACT
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The wine industry is becoming increasingly globalized as consumer demand, capital investment, and industry restructuring lead to higher volumes of trade, greater levels of multinational ownership, and the evolution of new networks of production and consumption that link the four corners of the world economy. While there are some tendencies towards increasingly homogenized and low-cost production, wine is an industry that exemplifies the complex and contradictory elements of globalization. This article outlines some key parameters of globalization drawing on empirical evidence from key cases. In particular, it focuses on the role of geography and how place and scale matter in production, marketing, and consumption. As globalization unfolds, restructuring in the wine industry is leading to the increased economic and social differentiation of rural space. The resultant geographies of place are influenced by a complex combination of local development history, national policy context, and the nature of the insertion of the given locality into global value chains for wine. As such, globalization has and will continue to produce increasingly complex and intricate geographies