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The emergence of new wine design practices: Flexitanks and the assembling of bulk wine across global rural regions
The Geographical Journal ( IF 3.384 ) Pub Date : 2019-11-07 , DOI: 10.1111/geoj.12337
Gerhard Rainer 1 , Robert Pütz 2 , Christian Steiner 1
Affiliation  

In this paper, we argue that the rapid expansion of exports as a share of global wine production is strongly related to the invention of flexitanks for wine transportation and the concurrent exponential growth of the bulk wine industry. Bulk wine fundamentally changes wine production, from the organisation of grape growing to the commercialisation of the final product, as it enables companies to assemble wine across the globe by establishing new connections between distant rural regions. Building on ethnographic fieldwork with New Zealand and Chilean bulk wine producers and German large-scale wineries which specialise in bulk wine blending and bottling, our aim in this paper is to investigate how these new connections are forged and sustained. Drawing on the work of Çalışkan and Callon, we consider marketisation processes to be composed of different types of framing, and we analyse three of them in respect of the bulk wine market: objectification of goods, marketising agencies, and market encounters. Through detailed analysis of one market encounter that we have called “wine design sessions,” we show that German retailers align the other bulk wine agencies in a way that means they are well placed to decide on the final composition of the wines in a highly flexible accumulation scheme. It is through these wine design sessions and the practices of tasting, comparing, designing, analysing, and controlling wines that they organise the assembling and objectification of bulk wines from Chile and New Zealand (and from other countries around the globe) according to their specifications. Hence, rather than through top-down pressure, coordination in the bulk wine market is accomplished through mundane practices and mechanisms which allow for action at a distance and which connect (and sometimes disconnect) rural regions on a global stage.

中文翻译:

新葡萄酒设计实践的出现:集装箱液袋和散装葡萄酒在全球农村地区的组装

在本文中,我们认为出口占全球葡萄酒生产份额的快速增长与用于葡萄酒运输的集装箱液袋的发明以及散装葡萄酒行业同时呈指数级增长密切相关。散装酒从根本上改变了葡萄酒生产,从葡萄种植组织到最终产品的商业化,因为它使公司能够通过在遥远的农村地区之间建立新的联系来在全球范围内组装葡萄酒。在与新西兰和智利散装葡萄酒生产商以及专门从事散装葡萄酒混合和装瓶的德国大型酿酒厂的民族志实地调查的基础上,我们在本文中的目的是调查这些新的联系是如何形成和维持的。借鉴 Çalışkan 和 Callon 的作品,我们认为市场化过程由不同类型的框架组成,我们分析了散装葡萄酒市场中的三个:商品客观化、市场化机构和市场相遇。通过对我们称之为“葡萄酒设计会议”的一次市场遭遇的详细分析,我们表明德国零售商与其他散装葡萄酒代理机构保持一致,这意味着他们能够以高度灵活的方式决定葡萄酒的最终成分。积累方案。正是通过这些葡萄酒设计会议以及品尝、比较、设计、分析和控制葡萄酒的实践,他们根据规格组织了来自智利和新西兰(以及来自全球其他国家)的散装葡萄酒的组装和客观化. 因此,与其通过自上而下的压力,
更新日期:2019-11-07
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