The Wine Wars

The Mondavi Affair, Globalisation and "Terroir"

By: Olivier Torres, Kirsty Snaith (Translator), Dorothee Yaouanc (As told to)

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Hardcover | 5 September 2006 | Edition Number 1

At a Glance

Hardcover
186 Pages

Edition Type
Annotated

Dimensions(cm)
21.59 x 13.97 x 1.27

Hardcover

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"The Wine Wars" describes Californian-based wine producer Robert Mondavi's failure to set up business in a small, world-renowned wine-producing village in the south of France. The business venture was bought to an abrupt halt by an anti-globalization rebellion composed of ecologists, communists, neo-rurals and wild boar hunters. The 'Mondavi affair' illustrates the importance of culture, history, geography and economic and political systems in conditioning our spirit of enterprise and the way in which we do business.

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

The Wine Wars

The Mondavi Affair, Globalisation and "Terroir"

At a Glance

Hardcover

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