How social media has influenced traditional wine culture

I often write that the best wine is an expression of culture. This is understandable enough in historic wine-producing regions, where centuries of local tradition have helped shape the identities of wines.

But what about more recent wine regions like California or Australia, where decisions about grapes, winemaking methods and styles are often made by individual entrepreneurs motivated by commercial viability or ego? The cultural precursors of many 20th-century wines, produced without community involvement, are harder to find.

However, over the past 20 years or so, the internet and social media have brought people around the world closer and closer together, creating new wine cultures regardless of physical distance. Growers and producers who may have been isolated can now be part of a community effort, perhaps increasing our understanding of terrorism and place sense.

These communities can share thoughts and ideas, ask questions, and discuss solutions no matter how far apart they may be. Natural winemakers in Australia’s Adelaide Hills, for example, have immediate access to colleagues in France’s Loire Valley or Italy’s Emilia-Romagna region. A syrah maker in Sonoma might meet weekly to restart or talk business with friends in Cornas.

What does this communication get? Answers to questions, encouragement, guidance, unprofitable talk – things that come from participating in a real-time community. All of these factors help to improve not only the overall quality of the wines, but also help to improve the ability to create exceptional wines.

In this way, like-minded cultural groups formed, which directly influenced the wines produced. Let me amplify that with some background information.

What constitutes a sense of place, or terror, to use the inclusive French term, has evolved over time. A century ago, rorir referred to the immutable physical characteristics of a place that form the identity of a wine.

This includes geology – soil and bedrock, elevation and inclination to the sun. It includes the climate, the source of the water needed for the vines, and how that water drains into the earth. It includes the flora and fauna of a particular area.

As science has learned more about the physical world, this concept of terror has expanded. The current flora and fauna includes microbial life in the vineyard, both yeast and other organisms in the air and on grapes as well as microorganisms and other life in the soil.

One more factor that has been understood to be part of terrorism: People who grow grapes and make wine, especially if these people are part of a culture that shares ideas and beliefs.

This culture encompasses the traditions of communities defined by geographical proximity, including grapes grown in the region, viticulture and winemaking techniques, tools and equipment, and like attitudes and ways of thinking.

This is why you can travel from one part of Italy, to another, even across a valley and find a different wine, made with different grapes using different methods. together.

It’s also why, for much of the history of the winemaking world, wine was identified by geographical terms – such as Volnay or Chinon – rather than the name of the grape. The geographical designation is all it takes to understand that a wine made by the people of Volnay will have a distinctive taste, and that Chinon’s will provide a different taste.

The culture and upbringing of viticulture, viticulture and winemakers, shape their views of wine. In this way, good wine can express the culture of a place and its people.

As wine culture develops locally, they are also exported. The ancient Greeks and especially the Romans brought their way of thinking about wine to wherever they roamed far and wide. In the Middle Ages, monastic communities such as the Benedictines and Cistercians spread the gospel of wine to different parts of Europe.

No place accepts the complexities of terrorism as much as Burgundy. Not only did the people there believe that Gevrey-Chambertin tasted different from Chambolle-Musigny, they knew it happened to their every fiber.

All of this makes sense in wine-producing regions with centuries-old traditions. But what about newer wine regions that don’t have a long history passed down through generations?

Colonial missionaries brought vineyards and wine to South America in the 16th and 17th centuries and to California in the 18th century. Many other California vineyards were planted in the 19th century by permanent immigrants. try to reproduce as best as possible the traditions of the country they were born in.

It will be interesting to see how these vineyards and winemakers will develop, but their development and connection to the modern era effectively ended during the Prohibition era.

The modern American liquor industry that arose after World War II is rooted in commerce and entrepreneurship rather than cultural traditions. Which grapes to grow, where to grow, and how to make wine are largely business decisions rather than the organic evolution of a lifestyle.

The cultural factor is the most significant difference between Old World and New World wine-producing regions. When Building the Old World-New World Today some may be considered condescending and pointless, I think that applies when it comes to cultural influences.

Thanks to the internet, growers and producers are no longer bound to isolated and isolated groups, except by choice. But the creation of remote wine communities is not something that happens just because of the internet. It simply fosters a process of mental and emotional globalization that has taken place since the Second World War.

The internet is just the latest in a race that includes phones, televisions and jet planes, and of course the post-war prosperity that has allowed everyone to use these tools.

Since the 1970s and 80s, young people pursuing wine, whether they are the next generation of a wine family or are new to the world of wine, have often traveled to other countries for internships and work in other wine cultures. They took what they had learned and integrated it into their own bottle.

Over the years, perhaps, they have been able to maintain relationships and touch base when gathering at festivals and events around the world. Now the internet has allowed this integration to continue, over time and immediately.

At one point, globalization in the world of wine fueled fear that homogenization was paramount, that the great variety of grapes and wine styles would diminish and the world would sink. in a sea of ​​chardonnay and cabernet sauvignon.

Instead, the opposite happened. The world continues to embrace and discover the potential of grapes both new and old, from places considered old and areas left out for generations.

Greater understanding of wine science, increased belief in grapes and local traditions, greater consumer curiosity – all of which are responsible for the present abundance of wines variety of wines. And so have new communities that have allowed new wines to flourish.

I think about natural wine maker in Australia or a syrah maker in Sonoma. At one point, each of them may have been unusual in their field, seen as eccentric or fallacious. They may feel isolated and may not even reach their full potential without support.

That support is now available, and the result is not wines that taste like those from half a world away, but one that conveys the distinctive qualities of the places they live and work. , their own terrorists.

It’s commerce and connection, and maybe also a new wine culture.

According to NYT Food on Twitter and NYT Cooking on Instagram, Facebook, YouTube and Pinterest. Get regular updates from NYT Cooking, with recipe recommendations, cooking tips, and shopping tips.

https://www.nytimes.com/2022/02/24/dining/drinks/terroir-wine-culture.html How social media has influenced traditional wine culture

Fry Electronics Team

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