Chapters in this book

1. Frontmatter i
2. Contents v
3. Preface vii
4. Acknowledgments xi
5. CHAPTER ONE Genres and Market Identities 1
6. CHAPTER TWO Barolo and Barbaresco 23
7. CHAPTER THREE The Barolo Wars 39
8. CHAPTER FOUR Mobilization of Collective Market Identities 61
9. CHAPTER FIVE Genre Spanning, Ambiguity, and Valuation 91
10. CHAPTER SIX Brunello di Montalcino 109
11. CHAPTER SEVEN Tradition, Modernity, and the Scandal 125
12. CHAPTER EIGHT Alsace 141
13. CHAPTER NINE Biodynamic and Organic Winemaking 157
14. CHAPTER TEN Why Biodynamics? Category Signals and Audience Response 173
15. CHAPTER ELEVEN Community Structure, Social Movements, and Market Identities 197
16. CHAPTER TWELVE Coda 219
17. Appendix: Data Sources 229
18. Notes 237
19. Bibliography 249
20. Index 257