Pinot Noir: The Aspiration for Identity Through a Grape Variety
Steve Charters
steve.charters@bsb-education.com
Mürşide Karadeniz
murside.karadeniz@bsb-education.com
The concept of identity is dynamic and multifaceted, encompassing individual, cultural, psychological and collective dimensions (Doulmas 2019). The nature of the concept is contested, but most analyses also accept that there is an interpretation of it which is communal (shared identity) and singular (one’s own, distinct, personal identity (Brubaker & Cooper, 2000).
This study examines the concept of identity in the context of Pinot Noir, analysing interviews with wine professionals, enthusiasts and other drinkers with varying degrees of interest in and engagement with wine. The interviews examined both the nature of identity and the identity of the grape. By synthesising the data from the interviews, this research identifies key themes that connect personal identity, cultural narratives and perceptions of Pinot Noir as a grape variety in this context. The results emphasise the interplay between genetics, geography, human influence and the continually evolving nature of an identity, and provide insights into the perception of Pinot Noir and its importance in society through the perspective of the people interviewed.
Steve Charters MW is Professor of Wine Marketing at Burgundy School of Business in Dijon, teaching and researching on wine culture and business. Author of Wine and Society (Elsevier, 2006) and coordinating editor of the Routledge Handbook of Wine and Culture (2022), he blogs on the social and cultural context of wine at Wine and Culture.
Mürşide Karadeniz was born in the easternmost region of Turkey, where the history of wine began and surrounded by vines, I then moved to Germany when I was 16 years old. Studying biotechnology, I became familiar with the winemaking process. Over the course of four years as an interpreter, I encountered many different cultures. My upbringing and early work experience really shaped my international wine professional profile. Four years of experience in the hospitality industry, working as a sommelier in a Michelin-starred restaurant, raised my standards in customer service, my ability to work under pressure, and my passion for wine to the next level. With the successful acquisition of an MBA, my strategic thinking and leadership skills were significantly enhanced. My extensive education has provided me with a solid grounding in business and economics, which has empowered me to make judgements based on evidence and promote long-lasting industrial development. My interest in different cultures, history and people, along with my passion for wine and the constant desire to deepen it, are inspiring me to pursue a PhD in the wine field.