Offers a detailed history of Cape wine from the late nineteenth century to the present, exposing how race has shaped patterns of consumption through statistics, marketing and advertising materials. Considers how regulation of the industry arose, why it failed, and what the impact of this has been locally and globally.
Offers a detailed history of Cape wine from the late nineteenth century to the present, exposing how race has shaped patterns of consumption through statistics, marketing and advertising materials. Considers how regulation of the industry arose, why it failed, and what the impact of this has been locally and globally.
Paul Nugent is Professor of Comparative African History at the University of Edinburgh. He specializes in borders and wine history, is the Founder/Chair of African Borderlands Research Network (ABORNE), a recipient of ERC Advanced Grant, a member of the American Association of Wine Economists, and teaches 'Wine and Global History' in Edinburgh. His most recent book is Boundaries, Communities and State-Making in West Africa: The Centrality of the Margins (Cambridge University Press, 2019).
Inhaltsangabe
Introduction. History through a wine glass: empire slavery and microbes; 1. Contesting the moral high ground: overproduction and the temperance onslaught 1880-1928; 2. 'South Africa calling the world': KWV regulation and the struggle over quality 1924-1940; 3. Orchestrating a white wine revolution: merchants farmers co-operatives and consumers c. 1940-1962; 4. De-racializing the liquor laws: temperance wine and the consumption of race 1928-1964; 5. Bureaucracy without the state: the KWV system and its discontents 1962-1986; 6. Selling wine to the many: competition branding and advertising 1962-1986; 7. A perfect storm: deregulation and restructuring in the wine industry 1985-2000; 8. The renaissance of South African wine: innovation sustainability and empowerment Since the 1990s; 9. Terroirs brands and competition: the emerging landscape of South African wine; Conclusion. The mutual entanglement of race and the vine.
Introduction. History through a wine glass: empire slavery and microbes; 1. Contesting the moral high ground: overproduction and the temperance onslaught 1880-1928; 2. 'South Africa calling the world': KWV regulation and the struggle over quality 1924-1940; 3. Orchestrating a white wine revolution: merchants farmers co-operatives and consumers c. 1940-1962; 4. De-racializing the liquor laws: temperance wine and the consumption of race 1928-1964; 5. Bureaucracy without the state: the KWV system and its discontents 1962-1986; 6. Selling wine to the many: competition branding and advertising 1962-1986; 7. A perfect storm: deregulation and restructuring in the wine industry 1985-2000; 8. The renaissance of South African wine: innovation sustainability and empowerment Since the 1990s; 9. Terroirs brands and competition: the emerging landscape of South African wine; Conclusion. The mutual entanglement of race and the vine.
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