МИФОПОЭТИКА ALMA VALLEY (ВИНО КРЫМСКОГО МОДЕРНА)

Abstract

The article, based on a mythopoetic approach, examines several lines of wines from the Alma Valley producer. The authors do a lot of work to identify the mythopoetic elements of the Alma terroir from Antiquity tothe nineteenth century, from Scythian settlements to the Battle of Alma. Thus, they consider it possible to give a high mythopoetic assessment of the “Scythian Gold” wine series. But the authors also note a number of inconsistencies between this wine branding and its type. It is proposed to strengthen the historical and mythological component of the brand, more clearly drawing the lines of relationship between the character of the wine and the label design, grape variety and the general idea of the series.Analyzing the series of wines “Seasons” (PIN AP), the authors emphasize the exceptional success of positioning the product in the gender and age segment of the consumer market but conclude that this move cannot be the main one for the philosophy of Alma Valley wines. Particular attention was paid to the “Alma.X” series and the search for the most appropriate mythopoetic line for the original wines, which are the result of bold experiments by Alma Valley specialists.