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This chapter explores how quality is assessed in craft beer through describing tastes and aromas in relationship to categories of beer style. Drawing on documentary sources, it explores the development and formalisation of definitions of beer styles, and the development of the contemporary language used to describe and assess taste. It then ethnographically explores how these are combined in the practice of craft beer judging at a competition through a novel assemblage of different methods. The empirical work contributes novel methods for exploring tasting practices, detailed ethnographic description of beer judging and an exploration of how the organisation of style guides and taste descriptions have contributed to defining and assessing quality in craft beer.

A collection of essays by a social economist seeking to balance economics as a science of means with the values deemed necessary to man′s finding the good life and society enduring as a civilized instrumentality. Looks for authority to great men of the past and to today′s moral philosopher: man is an ethical animal. The 13 essays are: 1. Evolutionary Economics: The End of It All? which challenges the view that Darwinism destroyed belief in a universe of purpose and design; 2. Schmoller′s Political Economy: Its Psychic, Moral and Legal Foundations, which centres on the belief that time‐honoured ethical values prevail in an economy formed by ties of common sentiment, ideas, customs and laws; 3. Adam Smith by Gustav von Schmoller – Schmoller rejects Smith′s natural law and sees him as simply spreading the message of Calvinism; 4. Pierre‐Joseph Proudhon, Socialist – Karl Marx, Communist: A Comparison; 5. Marxism and the Instauration of Man, which raises the question for Marx: is the flowering of the new man in Communist society the ultimate end to the dialectical movement of history?; 6. Ethical Progress and Economic Growth in Western Civilization; 7. Ethical Principles in American Society: An Appraisal; 8. The Ugent Need for a Consensus on Moral Values, which focuses on the real dangers inherent in there being no consensus on moral values; 9. Human Resources and the Good Society – man is not to be treated as an economic resource; man′s moral and material wellbeing is the goal; 10. The Social Economist on the Modern Dilemma: Ethical Dwarfs and Nuclear Giants, which argues that it is imperative to distinguish good from evil and to act accordingly: existentialism, situation ethics and evolutionary ethics savour of nihilism; 11. Ethical Principles: The Economist′s Quandary, which is the difficulty of balancing the claims of disinterested science and of the urge to better the human condition; 12. The Role of Government in the Advancement of Cultural Values, which discusses censorship and the funding of art against the background of the US Helms Amendment; 13. Man at the Crossroads draws earlier themes together; the author makes the case for rejecting determinism and the “operant conditioning” of the Skinner school in favour of the moral progress of autonomous man through adherence to traditional ethical values.

Purpose: This paper adopts a practice-oriented approach to address gaps in existing knowledge of the significance of cultural producers’ and intermediaries’ practices of taste for the construction and organization of markets. Using the example of the cultural field of “natural” wine, I propose how taste operates as a logic of practice, generating market actions in relation to the aesthetic regime of provenance.

Methodology/approach: The paper sets out the conceptual relationship between aesthetic regimes and practices of taste. The discussion draws from interpretive research on natural wine producers and cultural intermediaries involving 40 interviews with natural wine makers, retailers, sommeliers, and writers based in New York, Western Australia, the Champagne region, and the Cape Winelands.

Findings: Three dimensions of how taste is translated into action are examined: as a device of division, which establishes a fuzzy logic of resemblance; as a device of operation, which provides an intuitive platform for shaping the means of production; and as a device of coordination, which enables an embedded experience of trust.

Originality/value: The paper’s discussion of dispositions, affect, intuition, and pattern identification provide new insights into the translation of taste into action, and the macro-organization of markets. I argue for attention to how cultural producers and cultural intermediaries are mobilized through their habitual sense of taste, shifting the focus away from consumers to those whose market actions are largely self- and peer-referential. This is important for understanding processes of market development and value construction.

This paper aims to reconstruct the process that led to the appropriation of history – of a particular historical period, the Renaissance – as an intangible asset in the promotion of Italian fashion on the international market after the Second World War.

The paper reconstructs the process that led to the appropriation of history – of a particular historical period, the Renaissance – as an intangible asset in the promotion of Italian fashion on the international market after the Second World War.

The successful debut of Italian fashion in the fifties can be explained through an intelligent marketing campaign which placed it directly in the centre of a well-known, appreciated, not to say indisputable, tradition of “good taste”: that of the Renaissance. Connecting Italian fashion with Renaissance Italy meant in fact introducing a kind of ante litteram guarantee of provenance – a “country branding” - recognized throughout the world, which, at the same time, evoked the splendour of a period in which Italian taste was a model to follow and imitate.

The studies on the history of the Italian fashion business have accepted the association of Italian fashion with Renaissance tradition as an element to be taken for granted, without inquiring into the historical legitimacy of such a coupling (either in the way in which it was produced or why it had such an important role). This paper dismantles the consistent rhetorical sedimentation with which the subject is encrusted and provides a new insight, showing that such continuity did not exist; on the contrary, it was the product of a marketing strategy.

The purpose of this paper is to explore the intrinsic components of wine tourism products that satisfy the consumers and analyze the economic development of wine regions, away from consolidated tourist destinations.

The objective of the study is fulfilled by reviewing the literature on culture and gastronomy as tourism-driving forces of hinterland development and the needs of wine lovers in their tourism experiences and then using it to design appropriate research tools to collect empirical data through a survey within the context of a single case study. Thus, the specific case of wine origin certification, denomination of origin (DO) in the Catalan regional area of Pla de Bages (Barcelona) is the successful case analyzed, through 210 valid questionnaires.

Wine tourism has a long history, although it may appear to be quite recent and innovative. Today’s visitors are well travelled and seek new experiences, authentic contexts and particular or exceptional activities. The findings show that the intrinsic components of wine tourism products that satisfy these consumers are critical to develop wine regions, focusing on the design of activities with significant dose of local identity and wine and gastronomic pairing. Definitely, participation, hedonism, significance, knowledge, nostalgia, tasting, novelty and local culture are the basic ingredients of a memorable and satisfying wine tourism experience.

The present study has several limitations that need to be mentioned. First, this research is a single case study; the Pla de Bages DO serves as the case, focusing on one cultural heritage experience, the large wine vats walking visits. This fact can put the study’s validity in question. Another limitation is that this study is not a longitudinal one, the latter could lead to more accurate findings. It would be interesting to ad in-depth interviews to advance the understanding about how to enhance visits according to the analyzed components.

Sustainable governance of destinations implies the cooperation of private businesses, the public government and the support of the population of the territory, to develop creative and successful tourist products. Economic, social and cultural networks are necessary to create collaboration and innovation, following its mutual interests. The new governance approach based on networks that combines creative, sensorial and locally specific experiences is essential and offers many business opportunities and entrepreneurial options in hinterland regions, located near consolidated tourist destinations. Destination management organizations and private businesses should take into account the structure of the eight aforementioned components when they design oenological tourism activities.

The originality of the paper lies in the knowledge of the crucial components of memorable wine tourism experiences to satisfy visitor expectations. They have to include participation, hedonism, significance, knowledge, local culture, novelty, tasting and nostalgia.

Classifying people according to their tastes in food and drink is a fruitful and topical area of market research. The late 1990s have shown an increasing preoccupation with the presentation of food and drink, a trend which has not abated with the start of the new millennium. With increasing publications and television portrayals, chefs and cookery writers have been turned with alacrity into fashion icons. This paper is about tastes in food. It analyses Bourdieu’s proposition that our tastes in food betray our social origins and draws on interesting distinctions in the literature between the UK and France. Historical reasons relating to industrial development and their influences on what the different social classes eat, are discussed. For instance, the French, in comparison to the British, have sought more gastronomic quality in what they eat. Through a combination of mini‐cases, market research and literature studies the development of important influences is explored, such as class membership and postmodernist trends in consumption. For example the postmodernist preferences for style over substance and lifestyle fashion for myriad food preparations have also resulted in crossovers in cultures and in fragmentation of taste and presentation. The paper concludes that more attention should be paid by suppliers to the “cultural drivers” of food and drink in guiding new product development and branding.

Recent discussions of how members of the middle classes define themselves have focused on cultural patterns, following Bourdieu's (1984) influential work on how occupational, educational, and cultural fields combine to configure classes. Researchers have extended this approach to studies of the emerging middle classes in the global South, adapting these concepts to the specific circumstances of postcolonial settings in a globalizing world. This chapter explores these processes among urban middle-class Chileans. I show how members of the middle classes seek meaningful identities while engaging in symbolic combat with other groups in a society historically marked by an aristocratic elite, a recent military dictatorship, and free market policies that have reconfigured the possibilities for upward and downward mobility while integrating Chile more firmly within global commodity and image circuits. The principal foci of conflict are cultural consumption, childrearing and education, as well as electronic media use. Members of Chile's middle classes are locked in an unresolved conflict over who they are, who they should be, and where they fit in the global cultural economy.

The author focusses on corporate history from a media aesthetic perspective using the case of the Danish brewer Carlsberg. Through a careful examination of the company’s website that draws on Kress and Van Leeuwen’s work on modality, the author examines how images and symbols of the past and present are intertwined so as to ‘curate’ history and present the brand as both deeply rooted and authentic.