Lafite in China

Increased economic power has positioned China within the global elite, yet China’s legitimacy remains low with regard to hierarchies of taste. Drawing from Bourdieu and Elias, this article offers an account of the global dynamics of status contests, and the role played by cultural capital and notions of civility and vulgarity. Specifically, we examine how U.S., UK, and Chinese media represent Chinese consumption of fine wine, and particularly that of Château Lafite, in the 2000 to 2013 period. Our analysis reveals four major ways in which Chinese fine wine consumption is framed—as vulgar, popular, functional, and discerning—and highlights tensions between Western and Chinese terms of cultural legitimacy. The research uncovers nuanced dimensions to the “East/West” divide in terms of the grades of cultural capital, competing logics of valuation, and modes of civility at play. Macromarketing implications of fine wine consumption in a fragmented and complex market are discussed

Liquid indigeneity

Israel/Palestine is a site of bitter struggle over definitions of indigeneity and settlerness. In 2008 the first Palestinian “indigenous wine” was released, introducing a discourse of primordial place-based authenticity into the wine field. Today, winemakers, scientists, autochthonous grapes, and native wines reconfigure the field of gastronationalism. Palestinian and Israeli wine industries can now claim exclusive historical entitlement in a global era in which terroir, that is, the idiosyncratic place, shapes economic and cultural value. Against the dominance of “international varieties,” this indigenous turn in the wine world mobilizes genetics, enology, and ancient texts to rewrite the longue durée of the Israeli/Palestinian landscape. The appropriation of the indigenous grape illustrates the power of science, craft, and taste to reconfigure the human and nonhuman politics of settler colonialism.Published versio