This article explores the way in which wine came to be viewed as a quintessentially ‘Italian’ beverage among Italy's middle- and upper-class households during fascism's twenty years in power. Due to significant increases in wine consumption among the labouring classes during the years immediately following the First World War, wine, as a general category of beverage, had become closely associated within the minds of many bourgeois and wealthy consumers with the country's popular taverns and saloons, alcoholism and physical and moral ‘degeneration.’ In response, fascist Italy's typical wine growers, merchants and industrialists worked feverishly to rehabilitate the beverage's downtrodden reputation via a series of wide-ranging public relations and collective marketing campaigns during the 1920s and 1930s. By promoting the beverage's hygienic and alimentary qualities, as well as systematically intertwining the moderate consumption of the peninsula's standardised wines with the dictatorship's nationalisation and popular mobilisation programmes, this article will show, the Industrial Wine Lobby successfully re-established ‘wine's honour’ and, simultaneously, recontextualised the country's typical wines as Italy's wholesome, family-friendly, ‘national beverage’.

本文探讨了法西斯主义掌权20年期间，葡萄酒在意大利中上层家庭中被视为典型的“意大利”饮料的方式。由于第一次世界大战后的数年间劳动阶层中葡萄酒消费量的大量增加，葡萄酒作为一种一般的饮料已在许多资产阶级和富裕消费者的心中与该国颇受欢迎的酒馆和轿车密切相关。 ，酗酒和身心道德的“退化”。作为回应，法西斯主义的意大利典型的葡萄种植者，商人和工业家们竭尽全力地通过1920年代和1930年代的一系列广泛的公共关系和集体营销活动来恢复饮料的低迷声誉。这篇文章将显示，通过独裁国家的国有化和大众动员计划适度地消费半岛的标准葡萄酒，工业葡萄酒大厅成功地重新树立了“葡萄酒的荣誉”，同时又将意大利的典型葡萄酒重新诠释为意大利的有益健康，家庭友好的葡萄酒， “国家饮料”。