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Wine in China and Europe: From Production to Culture


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Wine in China and Europe: From Production to Culture

  1. 1. Wines in China and Europe: From Production to Culture By 06003036 CHAN Ka Lun 06006795 WONG Wai Kwong
  2. 2. Introduction <ul><li>Wine and its legends </li></ul><ul><li>At what occasions we drink? </li></ul><ul><li>Wine and Literature </li></ul><ul><li>Marketing of wine </li></ul><ul><li>As a Conclusion: When Chinese wine meets the Western culture…. </li></ul>
  3. 3. Wine-making <ul><li>Materials used to make wine </li></ul><ul><ul><li>China: </li></ul></ul><ul><ul><ul><li>Sorghum (e.g. Fen jiu 汾酒 ) </li></ul></ul></ul><ul><ul><ul><li>Sorghum + Wheat (e.g. Mao tai 茅台 ) </li></ul></ul></ul><ul><ul><ul><li>Sorghum + Rice + Corn + Glutinous </li></ul></ul></ul><ul><ul><ul><li>rice + Wheat (e.g. Wu liang yi 五糧液 ) </li></ul></ul></ul><ul><ul><ul><li>Rice (e.g. Yu bing shao 玉冰燒 ) </li></ul></ul></ul><ul><ul><ul><li>Herbs (e.g. Zhu ye qing 竹葉青 ) </li></ul></ul></ul><ul><ul><ul><li>Animals (e.g. San bian jiu 三鞭酒 ) </li></ul></ul></ul>
  4. 4. Wine-making <ul><li>Materials used to make wine </li></ul><ul><ul><li>Europe: </li></ul></ul><ul><ul><ul><li>Grapes (e.g. Brandy, Champagne) </li></ul></ul></ul><ul><ul><ul><li>Grain + Berries (e.g. Gin) </li></ul></ul></ul><ul><ul><ul><li>Barley / Rye / Wheat (e.g. Whisky) </li></ul></ul></ul><ul><ul><ul><li>Potatoes / Rye (e.g. Vodka) </li></ul></ul></ul><ul><ul><ul><li>Malted barley (e.g. Beer) </li></ul></ul></ul>
  5. 5. Wine-making <ul><li>Materials used to make wine </li></ul><ul><ul><li>Grains are often used in China while grapes are common ingredients in the West </li></ul></ul>
  6. 6. From Legend to Practice <ul><li>Legends </li></ul><ul><ul><li>China: Du Kang ( 杜康 ) put rice in a section of bamboo, accidental fermentation </li></ul></ul><ul><ul><li>Europe: The Greek god Dionysus created wine to free one from his normal self </li></ul></ul><ul><ul><li>Difference: Wine is man-made in China but god-made in Europe </li></ul></ul>
  7. 7. From Legend to Practice <ul><li>Implications </li></ul><ul><ul><li>Chinese drinking focuses on the man himself, on the atmosphere of the moment one drinks </li></ul></ul><ul><ul><li>Chinese pursue rather the feeling of getting drunk, in order to get rid of sadness </li></ul></ul><ul><ul><li>Strict manner for a banquet: </li></ul></ul><ul><ul><ul><li>Assigned seats for the host </li></ul></ul></ul><ul><ul><ul><li>The host starts inviting others to drink </li></ul></ul></ul><ul><ul><ul><li>Younger ones have to invite the elder ones to drink </li></ul></ul></ul><ul><ul><ul><li>To show respect to the host </li></ul></ul></ul><ul><ul><li>Wine acts as a tool for getting along with others </li></ul></ul>
  8. 8. From Legend to Practice <ul><li>Implications </li></ul><ul><ul><li>Europeans focus more on the wine itself </li></ul></ul><ul><ul><ul><li>Wine tasting procedures include observation, smelling and tasting </li></ul></ul></ul><ul><ul><ul><li>Sequence of drinking wines: from white to red, from light to strong, from young to old </li></ul></ul></ul><ul><ul><ul><li>Meal is considered incomplete without wine </li></ul></ul></ul><ul><ul><ul><ul><li>White wine with chicken, fish, light dishes, fruit, white sauces, etc </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Red wine with meat, red sauces, heavier dishes </li></ul></ul></ul></ul><ul><ul><li>The main goal is to fully enjoy the taste of the wine; to appreciate the wine </li></ul></ul>
  9. 9. Drinking occasions <ul><li>In China </li></ul><ul><ul><li>Banquet throughout life of a person </li></ul></ul><ul><ul><ul><li>a month after baby’s birth, graduation, marriage, makes a fortune, builds a new house, starts a business, lives a long life, death, etc </li></ul></ul></ul><ul><ul><ul><li>Toast, urge others to drink, serve wine for others, etc. </li></ul></ul></ul><ul><ul><li>Festivals </li></ul></ul><ul><ul><ul><li>Dragon boat, mid-autumn, harvest, new year </li></ul></ul></ul><ul><ul><li>Worshipping </li></ul></ul><ul><ul><ul><li>Ancestors, gods, Confucius </li></ul></ul></ul>
  10. 10. Drinking occasions <ul><li>In Europe : </li></ul><ul><ul><li>Commemoration: adolescence, marriage, birthday, death </li></ul></ul><ul><ul><ul><li>youth subjected to a bout of heavy drinking (Germany) </li></ul></ul></ul><ul><ul><ul><li>Making fun of sex and excretion during wedding: a drink mixing chocolate and champagne (France) </li></ul></ul></ul><ul><ul><li>Religious celebration: </li></ul></ul><ul><ul><ul><li>Saints’ commemorative days, Christmas, Easter, Catholic confirmation </li></ul></ul></ul><ul><ul><ul><li>Originates from wine being blood of Christ </li></ul></ul></ul><ul><ul><li>Celebrate harvests </li></ul></ul><ul><ul><ul><li>In wine-producing communities, e.g. Oktoberfest </li></ul></ul></ul><ul><ul><li>Pregnant women drink as well: </li></ul></ul><ul><ul><ul><li>Majority countries in Western Europe </li></ul></ul></ul><ul><ul><ul><li>Uses: strengthen bones and purify blood, nourish fetus, increase and enrich mother’s milk </li></ul></ul></ul>
  11. 11. Wine and Literature <ul><li>Religious </li></ul><ul><li>Bible </li></ul><ul><li>Taoist ( 道教 ) </li></ul><ul><li>Greek gods </li></ul><ul><li>Masculine </li></ul><ul><li>Don Juan by Lord Byron </li></ul><ul><li>Romance of the Three Kingdoms ( 三國演義 ) </li></ul><ul><li>Inspiring factor </li></ul><ul><li>Epic Poems of Homer </li></ul><ul><li>Poems of Li Bai ( 李白 ) </li></ul><ul><li>Relating to Sadness </li></ul><ul><li>A Tale of Two Cities by Dickens </li></ul><ul><li>Strange Stories from a Chinese Studio ( 聊齋誌異 ) </li></ul>Similar for both Western and Chinese cultures Of course there are much more examples other than these!!
  12. 12. Marketing of Wine <ul><li>Analysis based on TV commercials </li></ul><ul><ul><li>Chinese wine </li></ul></ul><ul><ul><ul><li>Masculine and heroic symbol </li></ul></ul></ul><ul><ul><ul><li>( 天津露酒 1989) </li></ul></ul></ul><ul><ul><ul><li>Tools for social contacts </li></ul></ul></ul><ul><ul><ul><li>( 至寶三鞭酒 1987 ) </li></ul></ul></ul><ul><ul><li>Western wine </li></ul></ul><ul><ul><ul><li>Masculine with romance </li></ul></ul></ul><ul><ul><ul><li>(Martell XO 1990) “The Art of Martell” </li></ul></ul></ul><ul><ul><ul><li>Elitist </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>(Martell Cordon Bleu 1990) “The Connoisseur’s Choice” </li></ul></ul></ul>
  13. 13. As a Conclusion: When Chinese wine meets the Western culture…. <ul><li>Westernization or modernization of Chinese culture? </li></ul><ul><ul><li>Serve Chinese wine in a western way </li></ul></ul><ul><ul><li> ( 竹葉青 1986 ) </li></ul></ul><ul><li>Is it possible for a “vice versa”? </li></ul>
  14. 14. <ul><li>~ The End ~ </li></ul><ul><li>THANK YOU! </li></ul>