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Wines in China and Europe:
From Production to Culture
Wines in China and Europe:
From Production to Culture
By06003036 CHAN Ka Lun
06006795 WONG Wai Kwong
By06003036 CHAN Ka Lun
06006795 WONG Wai Kwong
IntroductionIntroduction
Wine and its legendsAt what occasions we drink?Wine and LiteratureMarketing of wineAs a Conclusion: When Chinese
wine meets the Western culture….
Wine and its legendsAt what occasions we drink?Wine and LiteratureMarketing of wineAs a Conclusion: When Chinese
wine meets the Western culture….
Wine-makingWine-making
Materials used to make wineChina:
Sorghum (e.g. Fen jiu 汾酒 )Sorghum + Wheat (e.g. Mao tai 茅台 )Sorghum + Rice + Corn + Glutinous
rice + Wheat (e.g. Wu liang yi 五糧液 )Rice (e.g. Yu bing shao 玉冰燒 )Herbs (e.g. Zhu ye qing 竹葉青 )Animals (e.g. San bian jiu 三鞭酒 )
Materials used to make wineChina:
Sorghum (e.g. Fen jiu 汾酒 )Sorghum + Wheat (e.g. Mao tai 茅台 )Sorghum + Rice + Corn + Glutinous
rice + Wheat (e.g. Wu liang yi 五糧液 )Rice (e.g. Yu bing shao 玉冰燒 )Herbs (e.g. Zhu ye qing 竹葉青 )Animals (e.g. San bian jiu 三鞭酒 )
Wine-makingWine-making
Materials used to make wineEurope:
Grapes (e.g. Brandy, Champagne)Grain + Berries (e.g. Gin)Barley / Rye / Wheat (e.g. Whisky)Potatoes / Rye (e.g. Vodka)Malted barley (e.g. Beer)
Materials used to make wineEurope:
Grapes (e.g. Brandy, Champagne)Grain + Berries (e.g. Gin)Barley / Rye / Wheat (e.g. Whisky)Potatoes / Rye (e.g. Vodka)Malted barley (e.g. Beer)
Wine-makingWine-making
Materials used to make wine Grains are often used in China while
grapes are common ingredients in the West
Materials used to make wine Grains are often used in China while
grapes are common ingredients in the West
From Legend to PracticeFrom Legend to Practice
LegendsChina: Du Kang (杜康 ) put rice in a
section of bamboo, accidental fermentation
Europe: The Greek god Dionysus created wine to free one from his normal self
Difference: Wine is man-made in China but god-made in Europe
LegendsChina: Du Kang (杜康 ) put rice in a
section of bamboo, accidental fermentation
Europe: The Greek god Dionysus created wine to free one from his normal self
Difference: Wine is man-made in China but god-made in Europe
From Legend to PracticeFrom Legend to Practice
ImplicationsChinese drinking focuses on the man himself, on
the atmosphere of the moment one drinksChinese pursue rather the feeling of getting
drunk, in order to get rid of sadnessStrict manner for a banquet:
Assigned seats for the hostThe host starts inviting others to drinkYounger ones have to invite the elder ones to drinkTo show respect to the host
Wine acts as a tool for getting along with others
ImplicationsChinese drinking focuses on the man himself, on
the atmosphere of the moment one drinksChinese pursue rather the feeling of getting
drunk, in order to get rid of sadnessStrict manner for a banquet:
Assigned seats for the hostThe host starts inviting others to drinkYounger ones have to invite the elder ones to drinkTo show respect to the host
Wine acts as a tool for getting along with others
From Legend to PracticeFrom Legend to Practice
ImplicationsEuropeans focus more on the wine itself
Wine tasting procedures include observation, smelling and tasting
Sequence of drinking wines: from white to red, from light to strong, from young to old
Meal is considered incomplete without wine White wine with chicken, fish, light dishes, fruit, white sauces,
etc Red wine with meat, red sauces, heavier dishes
The main goal is to fully enjoy the taste of the wine; to appreciate the wine
ImplicationsEuropeans focus more on the wine itself
Wine tasting procedures include observation, smelling and tasting
Sequence of drinking wines: from white to red, from light to strong, from young to old
Meal is considered incomplete without wine White wine with chicken, fish, light dishes, fruit, white sauces,
etc Red wine with meat, red sauces, heavier dishes
The main goal is to fully enjoy the taste of the wine; to appreciate the wine
Drinking occasionsDrinking occasions
In ChinaBanquet throughout life of a person
a month after baby’s birth, graduation, marriage, makes a fortune, builds a new house, starts a business, lives a long life, death, etc
Toast, urge others to drink, serve wine for others, etc.
FestivalsDragon boat, mid-autumn, harvest, new year
WorshippingAncestors, gods, Confucius
In ChinaBanquet throughout life of a person
a month after baby’s birth, graduation, marriage, makes a fortune, builds a new house, starts a business, lives a long life, death, etc
Toast, urge others to drink, serve wine for others, etc.
FestivalsDragon boat, mid-autumn, harvest, new year
WorshippingAncestors, gods, Confucius
Drinking occasionsDrinking occasions In Europe:
Commemoration: adolescence, marriage, birthday, death
youth subjected to a bout of heavy drinking (Germany) Making fun of sex and excretion during wedding: a drink mixing
chocolate and champagne (France)
Religious celebration: Saints’ commemorative days, Christmas, Easter, Catholic
confirmation Originates from wine being blood of Christ
Celebrate harvests In wine-producing communities, e.g. Oktoberfest
Pregnant women drink as well: Majority countries in Western Europe Uses: strengthen bones and purify blood, nourish fetus, increase
and enrich mother’s milk
In Europe: Commemoration: adolescence, marriage, birthday,
death youth subjected to a bout of heavy drinking (Germany) Making fun of sex and excretion during wedding: a drink mixing
chocolate and champagne (France)
Religious celebration: Saints’ commemorative days, Christmas, Easter, Catholic
confirmation Originates from wine being blood of Christ
Celebrate harvests In wine-producing communities, e.g. Oktoberfest
Pregnant women drink as well: Majority countries in Western Europe Uses: strengthen bones and purify blood, nourish fetus, increase
and enrich mother’s milk
Wine and LiteratureWine and LiteratureReligious
• Bible• Taoist ( 道教 )• Greek gods
Masculine
• Don Juan by Lord Byron• Romance of the Three
Kingdoms ( 三國演義 )
Inspiring factor
• Epic Poems of Homer
• Poems of Li Bai ( 李白 )
Relating to Sadness
• A Tale of Two Cities by Dickens
• Strange Stories from a Chinese Studio ( 聊齋誌異 )
Similar for both Western and Chinese cultures
Of course there are much more examples other than these!!
Marketing of WineMarketing of Wine Analysis based on TV commercials
• Chinese wine• Masculine and heroic symbol
http://www.youtube.com/watch?v=xLa5qmPJnKE ( 天津露酒 1989)
• Tools for social contacts http://www.youtube.com/watch?v=Duglcj2xCJw ( 至寶三鞭酒 1987)
• Western wine• Masculine with romance
http://www.youtube.com/watch?v=LnOuu8-nIrM (Martell XO 1990) “The Art of Martell”
• Elitist http://www.youtube.com/watch?v=B2sbiNbARc8 (Martell Cordon Bleu 1990) “The Connoisseur’s Choice”
Analysis based on TV commercials• Chinese wine
• Masculine and heroic symbol http://www.youtube.com/watch?v=xLa5qmPJnKE ( 天津露酒 1989)
• Tools for social contacts http://www.youtube.com/watch?v=Duglcj2xCJw ( 至寶三鞭酒 1987)
• Western wine• Masculine with romance
http://www.youtube.com/watch?v=LnOuu8-nIrM (Martell XO 1990) “The Art of Martell”
• Elitist http://www.youtube.com/watch?v=B2sbiNbARc8 (Martell Cordon Bleu 1990) “The Connoisseur’s Choice”
As a Conclusion: When Chinese wine meets the Western
culture….
As a Conclusion: When Chinese wine meets the Western
culture….
Westernization or modernization of Chinese culture?• Serve Chinese wine in a western way• http://www.youtube.com/watch?
v=mxQMezzYXdY ( 竹葉青 1986)
• Is it possible for a “vice versa”?
Westernization or modernization of Chinese culture?• Serve Chinese wine in a western way• http://www.youtube.com/watch?
v=mxQMezzYXdY ( 竹葉青 1986)
• Is it possible for a “vice versa”?
~ The End ~THANK YOU!
~ The End ~THANK YOU!