ARC: Connections: ELMAR: Posting

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This is a call for expressions of interest for chapter submissions for an edited book entitled ‘Wine and Identity: New Worlds and Old Worlds’.

Interested authors are invited in the first instance to send an abstract of around 500 words to the editors by 31 October, 2011. Please send abstracts (including contact details and institutional affiliation) by email to: matt.harvey@vu.edu.au, leannek.white@vu.edu.au and w.frost@latrobe.edu.au.

A publisher has expressed keen interest in this book but a final decision will be made after reviewing the full proposal which includes proposed chapters. At this stage, it is envisaged that completed chapters would be submitted around July, 2012.

Chapters will be a maximum of 6,000 words and absolutely must not have been published or submitted elsewhere.

Further details:

Wine and Identity: New Worlds and Old Worlds
Edited by Matthew Harvey, Leanne White and Warwick Frost

The proposed book will examine wine and its relationship to issues of identity, taking both an international and an interdisciplinary perspective. Wine culture, history, marketing, management, and tourism are some of the areas that will be explored in this ground-breaking new book. We envisage that the book is appropriate for the new Routledge Gastronomy, Food and Drink series.

Wine is unusual in that it is so linked with a sense of place, terroir and identity. Place and identity can be national (eg France), regional (Champagne), or a specific vineyard. The differentiation of wine style and variety is also influenced by place (eg Marlborough Sauvignon Blanc). These connections between place, identity, variety and wine are important to the winemakers, destination marketing organizations, consumers and wine tourists.

This proposed book starts from the well-known concept of a simple division between the Old and the New Worlds. Old World wine regions are located in Europe, while the New World includes Australia, USA, New Zealand, Canada, Chile and South Africa. The Old World is stereotyped as traditional, with a strong emphasis on heritage, the New World is often characterized as innovative and modern. However, between the two terms are many grey areas. The Old World of Europe has developing areas, whereas the New World includes a range of old vineyards. Innovation, tradition, culture and custom cannot always be easily apportioned.

This complexity of identities may be seen in many examples. Marlborough Sauvignon Blanc (New Zealand) is made with a French-named variety in a region named after an English general famous for defeating the French. The Barossa Valley (Australia) is named after a Spanish battlefield in the Napoleonic Wars. Coonawarra (Australia), Napa (USA) and Niagara (Canada) are all Indigenous names. Currently, Champagne and Burgundy are seeking World Heritage Listing from UNESCO, viewing this as a way to boost international tourism rather than just wine sales.

Heritage and identity have been major issues for the European Union wine producing countries. These include the major Old World wine producers France, Italy, Spain, Portugal and Germany and in 2004-7 new members including significant producers Hungary, Romania and Bulgaria. To protect valuable wine appellations at a global level, since the 1990s the European Union has entered into bilateral agreements with New World wine regions. These forbid the use of European appellations based on localities, for example, the term Champagne can only be used for sparkling wine produced in Champagne, France. These restrictions make it important for New World regions to develop and strongly market their own identities rather than just copy those of Europe.

Dr Matt Harvey is a Senior Lecturer in Law at Victoria University, Australia. His research interests are in constitutional law, particularly in Australia and the European Union, and its application in areas such as wine and sport regulation. He is the co-author of European Union Law: An Australian View (LexisNexis, 2008) and Constitutional Law (LexisNexis, 2010).

Dr Leanne White is a Senior Lecturer in Marketing at Victoria University, Australia. Her research interests include: national identities, commercial nationalism, advertising and cultural tourism. Leanne is the co-editor of Tourism and National Identities: An International Perspective (Routledge, 2011).

Dr Warwick Frost teaches Tourism at La Trobe University, Australia. His research interests are in cultural heritage, tourism and media, nature-based tourism and events. He is the co-editor of Tourism and National Parks (Routledge, 2009) and editor of Zoos and Tourism (Channel View, 2011). He is the Series Editor of the Routledge Advances in Events Research Book Series.

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