The phenomenon of moscatel sparkling wine in Brazil

M.V Araujo,K.L Bruch,M.A.C Da Silva

doi:10.1051/bioconf/20191203012

M.V Araujo, K.L Bruch + Show 1 more

Open Access

https://doi.org/10.1051/bioconf/20191203012

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Abstract

This article sought bases and contexts of social representation of sparkling wine muscatel in Brazil. It is a base for more complex studies. A phenomenon of increased sparkling wine consumption in Brazil was perceived, mainly from muscatel sparkling wine, which increased by 417% from 2005 to 2017. Sparkling wine is a product that appeared in France and migrated to other countries after colonization. In Brazil, it has been gaining more and more visibility, be it in music, news, supermarkets, and other social contexts. To understand this phenomenon, we sought the media and cultural databases, i.e. music, online newspapers. In Brazilian music, the sparkling wine is represented as a luxury product, which refers to romance, festivities, celebrations, special moments, seduction, special gifts, social differentiation, among others. In others media, it is perceived as a fresh, light drink, with pleasant sweetness and easiness to drink, and also an option for those who want to start venturing into the world of wine. As an exploratory and developing research, it was possible to lay down a foundation for further investigation about the social representation of sparkling wine in Brazil.

Highlights

Studying wine culture means to go a long way from the craftwork production of wine to its modern processes of elaboration
The countries of the Old World exported the wine culture to the regions which came to be known as the New World and the “New New World”, which use different techniques and have developed different habits
The New World is made up of countries colonized by the Old World, such as the United States, Chile, Australia, South Africa, New Zealand, Argentina and Brazil, which are characterized as innovative and nonconservative regions [2]

Summary

Introduction

Studying wine culture means to go a long way from the craftwork production of wine to its modern processes of elaboration. Such culture was brought by European colonizers’ families to Brazil, mainly through Catholic rituals [1]. The countries of the Old World exported the wine culture to the regions which came to be known as the New World and the “New New World”, which use different techniques and have developed different habits. The New World is made up of countries colonized by the Old World, such as the United States, Chile, Australia, South Africa, New Zealand, Argentina and Brazil, which are characterized as innovative and nonconservative regions [2]. The “New New World” are some regions that have begun to produce and consume wine quite recently, like some Brazilian regions

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