1. Exploring wine and identity -- Introduction -- Issues in contemporary global wine markets -- Heritage and wine -- Branding and wine -- Terroir and wine -- About this book -- Branding -- Terroir -- References -- Heritage -- 2. Old World winemakers in the New Worlds of California and Victoria -- Introduction -- The Pacific powerhouse economies -- Stage 1: small beginnings -- Stage 2: enter the larger scale entrepreneurs -- Agostin Haraszthy -- Charles Krug and the Napa Valley -- Chateau Tahbilk -- Hubert de Castella -- Stage 3: the Anglo adaptation -- Stage 4: a continuing cycle -- Conclusion -- References -- 3. The balancing act of maintaining an identity while adjusting to newer market demands: the case of Andalucia's Sherry (Jerez) wines -- Introduction -- Literature review -- Background and context of the study -- Methodology -- Findings -- Perceived evolution of the Sherry sector and contemporary issues -- Responding to the challenges: new developments in gastronomy and hospitality -- Additional ways of responding to existing challenges -- Conclusions -- Implications -- Future research -- References -- 4. The new gold: the role of place and heritage in the marketing of the Central Otago wine region -- Introduction -- Literature review -- Research method -- Findings -- The importance of place -- The cultural heritage of place -- Discussion and conclusions -- References -- 5. Slovenian wine stories and wine identities: from the heritage and culture of wine to wine tourism -- Introduction -- On the crossroads of Europe - wine-growing Slovenia -- Sense of place and terroir -- Wine tourism connecting winemakers, tourists and locals -- From wine routes to wine trails -- Wine festivals.

Wine culture attractions -- Wine stories in wine tourism -- Conclusion -- References -- 6. Where wine was born? Wine and identity in Georgia -- Introduction and cultural context -- History -- Place, climate and terroir -- Wine regions -- Hospitality -- Singing -- Toasting -- Taking Georgian wine to the world -- Winemaking techniques -- Georgia and wine after the USSR -- Wine and religion -- Reading the labels -- Grape varieties -- Wine tourism in Georgia -- Conclusion -- References -- Branding -- 7. Crafting brand stories for New World wine -- Introduction -- Background -- Study approach -- Findings -- Conclusions -- Acknowledgement -- References -- 8. Jurançon wines in a New World market -- Introduction -- The French competitive environment -- Jurançon: wines, region and history -- Jurançon wine production -- Marketing and sales -- Local and national market focus -- Exporting -- Jurançon: wine market analysis -- Five forces analysis -- Rivalry of existing firms - medium risk -- Bargaining power of suppliers - low risk -- Bargaining power of buyers - low risk -- Threat of substitutes - medium threat -- Threat of new entrants - low risk -- Conclusion and recommendations -- Differentiation -- Sustainability -- Price positioning and value for money -- References -- 9. Branding the Barossa: pioneers, heritage and tourism in Australia's famous wine region -- Introduction -- The Australian wine industry -- The Barossa Valley -- Jacob's Creek -- Penfolds -- Conclusion -- References -- 10. From West to East: new wine markets in the United States and Malaysia -- Introduction -- Methodology -- The context of temperance or dry culture -- The American environment -- The environment in Malaysia -- The integration of wine in the United States (1960s-1980s) -- The construction of a new wine market in Malaysia (1990s-early 2000s) -- Concluding remarks -- References.

11. Evolution of French wine identity: Baby boomers and Generation Y -- Introduction -- Conceptual framework -- Methodology -- Findings -- Generation and French wine identity -- Generation and consumption behaviour -- Generations and transmission of the 'wine heritage' -- The evolution of French wine identity: the dual generational gap -- Conclusions, contributions and perspectives -- References -- 12. The changing self-identity of English wine -- English wine -- The British wine market -- Changing self identity -- Media reviews and publicity -- Localism -- Quality -- Conclusions -- Acknowledgements -- References -- Terroir -- 13. Wine tourism in the São Francisco Valley, Brazil: the search for a distinctive identity -- Introduction -- The context: wine production and wine tourism in Brazil -- Wine production -- Wine tourism -- Wine production and wine tourism in the São Francisco Valley Region -- Wine production -- Wine tourism -- The search for a distinctive identity -- Final considerations -- References -- 14. Old wisdom from the New World: wine tourism lessons from South Africa -- Reading the label: an introduction to South African wine tourism -- A full flavour: the complexity of South African wine tourism -- A unique industry -- Searching for a definition of wine tourism -- A lack of research -- Research disparities in the wine and tourism sectors -- An old vintage: the history of South African wine tourism -- Genesis of South African wine tourism -- Significance of wine routes -- The status quo -- The next harvest: South African lessons for wine tourism development -- Industry intelligence: research and expectation -- Funding and capacity -- Leadership: private sector and government -- The last drop: a conclusion -- References -- 15. From Merlot to Nk'mip: wine, tourism and identity in the Okanagan Valley -- Introduction -- The Okanagan Valley.

The Okanagan Valley wine industry -- The industry in transition -- Future opportunities and challenges -- A climate of change -- Terroir -- Conclusion -- Note -- References -- 16. Winery architecture: creating a sense of place -- Changes and new images -- Designed and constructed place identity -- Place identities of interest to the wine industry -- Terroirlessness -- The applied dimension: benefits for wine producers -- Signifiers of place identity -- Method -- Method: content analysis of wine labels -- Method: winery examples -- Identity of the Marlborough winescape -- Imagery in winery architecture -- Winery one: Clos Henri -- Winery two: Spy Valley -- Winery three: Highfield Estate -- Discussion and conclusion -- Note -- References -- 17. Online terroir: wine and regional identity in online destination marketing -- Introduction -- Wine tourism destination image attributes -- Identity, image and terroir -- Website analysis in tourism research -- Website analysis as a tool to explore destination image -- Method -- Wine tourism destination websites -- New Zealand -- Australia -- Germany -- France -- Comparing New and Old Worlds -- Conclusion -- References -- Conclusion -- 18. The blending of wine and identities -- A tale of two vignettes -- Commercial nationalism -- Wine and identity -- Research agenda -- Concluding remarks -- References -- Index.