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Liquid Images: Viewing the Wine Label

Published online by Cambridge University Press:  23 February 2012

Joanne Finkelstein  and
Regina Quiazon
Joanne Finkelstein
Affiliation:
Victoria University, Australia.
Regina Quiazon*
Affiliation:
Victoria University, Australia. [email protected]
*
*Regina Quiazon, Centre for Hospitality and Tourism Research, PO Box 14428, Melbourne VIC 8001.
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Abstract

What is it that consumers see when they read the wine label? This article begins from the premise that the label does not merely consist of words that describe the contents of the bottle, but also contains clues to complex social, cultural and economic interactions which bestow wine its meaning. Thus, the visual aspects of wine extend far beyond colour, labelling and packaging. Viewing the wine label through the cultural lens suggests that the label has much to offer the hospitality provider in the ways in which the wine's affective qualities are conveyed.

Type
Articles
Information
Journal of Hospitality and Tourism Management , Volume 14 , Issue 1 , 01 April 2007 , pp. 17 - 23
Copyright
Copyright © Cambridge University Press 2007

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