The semiotics of wine. Analysis of wine-related cultural consensus in two Spanish wine-producing regions

In this article we analysed wine-related sociocultural representations in two Spanish wine-producing regions: Logron & SIM;o (La Rioja) and Tarragona (Catalonia). Our aim was to determine how stakeholders in the wine cycle (producers, distributors, wine consumers, non-wine consumers, oenologists, biotechnologists, biochemists, and healthcare professionals) construct, incorporate and reproduce categories and images related to wine. We con-ducted seven focus groups made up of consumers, non-consumers, wine experts, wine sellers, wine producers and healthcare professionals. We also used the free listing technique to obtain data (words or short phrases) study participants associated with the word 'wine'. These words and phrases were organized and analysed using ANTHROPAC software for analysing cultural domains. The results showed that wine is a complex referent that evokes potentially contradictory images while the context in which wine is consumed also has a value from which it cannot be separated. In the La Rioja region, aspects related to local traditions and identity abound (Rioja wine, culture, land), gastronomy (good food), relationships (friends, family, celebrations) and senses (pleasure, aroma, taste). In Tarragona, the most abundant aspects were relationships (friends) and gastronomy followed by senses (aroma, pleasure, enjoyment, flavour) and tradition (wineries, family, culture). By analysing the cultural consensuses captured by the word 'wine' from the symbolic and cognitive paradigm, we can understand the complex vision and interpretation of wine in relation to relationships, gastronomy, culture and sensations. By providing these semantic maps with a solid context, we are also able to reflect on the current cultural significance of wine and wine consumption in this two regions in Spain.