Folklorization of Burgundy wines: the "Paulée" of Meursault

Abstract

After the redefinition of the wine market by the law of 1919 on labels of origin wineyards owners were attributed an annuity depending on their label. On the basis of an amateur ethnographic practice and of the development of a regional gastronomy in Burgundy, these owners stage a folklore and use propaganda techniques to enhance the status of the trade of luxury wines by diffusing a traditional pre-capitalistic wine region image of the production area.