Abstract
Over the last 30 years, the global wine sector has undergone substantial shifts both in production and consumption, with significant impacts on the geography of wine and vineyards. The study follows this evolution from a narrative production perspective, underlining the cultural value of wine and the emergence of new territorial imageries linked to terroir. Taking the case of Etna wines, the research aims to cast light on both the local practices of resistance to global competitiveness and the online narratives of consuming both wine and landscape targeted at a global audience. A mixed methodology with a place-based approach is adopted, aimed at exploring critical issues in the context of a relatively new wine-producing region. Findings reveal an active offline and online reterritorialisation, with conflicting identities being glossed over by landscape attributes, which are exploited to embed territory in a glass.
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