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The Wine wars: the Mondavi affair, globalization and "terroir"

Author: Torrès, Olivier ; Snaith, Kirsty, translationPublisher: Palgrave Macmillan, 2006.Language: EnglishDescription: 170 p. ; 20 cm.ISBN: 0230002102Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HC2000 .F6 T67 2006
(Browse shelf)
001159817
Available 001159817
Total holds: 0

Includes bibliographical references and index

Digitized

The Wine Wars The Mondavi Affairs, Globalization and 'Terroir' Contents Preface Acknowledgements Introduction: the McDonaldization of Wine The excesses of globalization Coca-Colonization: a time-worn phenomenon The McDonaldization of society Mondovino: when wine turns into American merchandise 1 Robert Mondavi: The Pioneer of the Napa Valley A family of Italian immigrants Oakville California and its rich wine-growing past Napa Valley: a wine cluster The culture of plenty and the Californian Win-Win-Win May 1976: the Paris `blind taste' A historic alliance with the Rothschilds: Opus One Worldwide alliances Floating the Company: the die is cast A marketing strategy Robert Mondavi: an entrepreneur typical of the culture of his country 2 Languedoc: The Biggest Vineyard in the World The ebb and flow of Languedoc's past Union struggles and corporatiste defence in the twentieth century March 1976: the Montrédon shoot-out The metamorphosis of the Midi rouge Aniane: home to the gods x xiii 1 1 3 5 8 13 14 17 18 20 23 25 26 30 32 39 45 46 46 49 54 56 60 viii The Wine Wars 3 Aimé Guibert: the `Furia Francese' A family ruined by globalization, reborn through wine production The magic potion of Daumas Gassac Guibert the Tribune 4 Mondavi in Aniane: A Promising, but Difficult, Start The creation of Vichon Mediterranean: a dilemma brand The Piémont de Seranne' report Presenting the project to Aniane's Municipal Council The project is announced to the population The SAFER uses defence tactics to calm things down The big turnaround in the local wine-producing profession 5 Things Hot Up Aimé Guibert as leader of the rebellion: Astérix the Gaul or Mandrake the Magician? Creation of the Arboussas massif defence committee Vivre à Aniane, or how the neo-rurals got involved 6 Things get Political Elections on the horizon André Ruiz: chronicle of a defeat foretold Manuel Diaz, the gladiator Discovering the umbrella company Diaz, Mayor of Aniane: woe to the conquered, or `losers, weepers' Mondavi abandons the project 7 After Mondavi, Gérard Depardieu Comes to Town A Pyrrhic victory, or how to kill yourself to succeed Enter Gérard Depardieu The wines of Septimanie 8 Cultural Differences at the Heart of the Failure First impressions Two contrasting spirits of enterprise: opportunity versus guaranteed income 65 65 67 71 74 74 77 78 80 83 86 90 90 94 97 100 100 101 102 103 107 108 112 112 114 117 121 122 125 Contents ix Anti-Americanism as part of French culture 128 Professional culture shock: the NWWC versus the OWWC 130 Conclusion: The Corporatisme of Place, the French Exception Culturelle 138 The Don Panoz affair at Lake Salagou 138 `Toporatism', or the French NIMBY 141 Proxemics rules! 145 Globalization and the terroir: the case of scientific research 146 The excesses of alterglobalization 150 Epilogue Notes Index 153 154 166

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