Gareth Morgan holds a Chair at Sheffield Business School, Sheffield Hallam University. He is an experienced wine educator and a specialist in regulatory issues in a number of sectors.Richard Tresidder is Senior Lecturer in Hospitality Marketing at Sheffield Business School, Sheffield Hallam University. He is a social anthropologist exploring issues of critical marketing in hospitality, tourism and food.

"Contemporary Wine Studies: Dancing with Bacchus is not your usual wine book.It doesn't take you through regions and appellations, wine-making techniques and producers. Instead it investigates the role of wine in a social context and delves into the part humanity plays in all its facets, from production to labelling, from marketing and learning. Far from being a dry textbook, it whets the appetite for a deeper understanding of a subject and product people throughout the world have obsessed about for centuries."- Laura Clay, Association of Wine Educators, Circle of Wine Writers, Accredited Bordeaux Tutor"What a work! This book shows how essential it is to understand that wine is not just a drink but a way of life. It should definitively have a place in the library of anyone who appreciates wine. Congratulations to the authors!"- Jean-Pierre Renard, L'École des Vins, Bureau Interprofessionnel des Vins de Bourgogne

• Foreword Preface Acknowledgements: Our personal wine journeys List of abbreviations 1. The Nature of Wine, Protected Designations and Labelling 2. Understanding the Significance of Wine 3. Fine wine or Plonk? 4. Wine Consumers 5. Terroir 6. Wine at Home 7. Licensing Law, Duty and the Ethics of Alcohol 8. Marketing of the Wine Experience 9. Wine Societies and Wine Education 10. The Semiotics of Wine 11. The Importance of Wine in Contemporary Society

Gareth Morgan holds a Chair at Sheffield Business School, Sheffield Hallam University. He is an experienced wine educator and a specialist in regulatory issues in a number of sectors.Richard Tresidder is Senior Lecturer in Hospitality Marketing at Sheffield Business School, Sheffield Hallam University. He is a social anthropologist exploring issues of critical marketing in hospitality, tourism and food.

"Contemporary Wine Studies: Dancing with Bacchus is not your usual wine book.It doesn't take you through regions and appellations, wine-making techniques and producers. Instead it investigates the role of wine in a social context and delves into the part humanity plays in all its facets, from production to labelling, from marketing and learning. Far from being a dry textbook, it whets the appetite for a deeper understanding of a subject and product people throughout the world have obsessed about for centuries."- Laura Clay, Association of Wine Educators, Circle of Wine Writers, Accredited Bordeaux Tutor"What a work! This book shows how essential it is to understand that wine is not just a drink but a way of life. It should definitively have a place in the library of anyone who appreciates wine. Congratulations to the authors!"- Jean-Pierre Renard, L'École des Vins, Bureau Interprofessionnel des Vins de Bourgogne

• Foreword Preface Acknowledgements: Our personal wine journeys List of abbreviations 1. The Nature of Wine, Protected Designations and Labelling 2. Understanding the Significance of Wine 3. Fine wine or Plonk? 4. Wine Consumers 5. Terroir 6. Wine at Home 7. Licensing Law, Duty and the Ethics of Alcohol 8. Marketing of the Wine Experience 9. Wine Societies and Wine Education 10. The Semiotics of Wine 11. The Importance of Wine in Contemporary Society