The Sober Revolution: Appellation Wine and the Transformation of France

Burgundy, Bordeaux, Champagne. The names of these and other French regions bring to mind time-honored winemaking practices. Yet the link between wine and place, in French known as terroir, was not a given. In The Sober Revolution, Joseph Bohling inverts our understanding of French wine history by revealing a modern connection between wine and place, one with profound ties to such diverse and sometimes unlikely issues as alcoholism, drunk driving, regional tourism, Algeria's independence from French rule, and integration into the European Economic Community. In the 1930s, cheap, mass-produced wines from the Languedoc region of southern France and French Algeria dominated French markets. Artisanal wine producers, worried about the impact of these "inferior" products on the reputation of their wines, created a system of regional appellation labeling to reform the industry in their favor by linking quality to the place of origin. At the same time, the loss of Algeria, once the world's largest wine exporter, forced the industry to rethink wine production. Over several decades, appellation producers were joined by technocrats, public health activists, tourism boosters, and other dynamic economic actors who blamed cheap industrial wine for hindering efforts to modernize France. Today, scholars, food activists, and wine enthusiasts see the appellation system as a counterweight to globalization and industrial food. But, as The Sober Revolution reveals, French efforts to localize wine and integrate into global markets were not antagonistic but instead mutually dependent. The time-honored winemaking practices that we associate with a pastoral vision of traditional France were in fact a strategy deployed by the wine industry to meet the challenges and opportunities of the post-1945 international economy. France's luxury wine producers were more market savvy than we realize.

Table of Contents:
List of Figures and Tables Acknowledgments Abbreviations Note on Usage Guide to Terms Introduction 1. Under the Influence 2. The Imperative of Intervention 3. Quantity or Quality? 4. Drinking and Driving 5. Europeanizing the Revolution Conclusion: Terroir vs. McWorld Notes Bibliography Index

About the Author :
Joseph Bohling is Assistant Professor of History at Portland State University.

Review :
In this book, Joseph Bohling draws attention to the historic transition that led France to abandon its system of mass industrial production of wine to build a model of luxury wines based on the emergence of new standards promoting the differentiation of production.... Bohling unquestionably offers an unprecedented and stimulating synthesis that recalls the central roles played by the actors in the world of wine, and by wine itself, in France's political evolution, its economic and cultural development, and its place in the world. - Christophe Lucand (Territoires contemporains) This book intersects in surprising and illuminating ways with histories of French state-building, decolonization, and Europeanization and demonstrates that globalization and localism are not always antithetical. (Choice) It is fascinating to read how politics in France have transformed the wine culture, rewriting and effectively enhancing the role of wine.... It's well worth reading Bohling's book. (Wine & Spirits Magazine) [French language review] (Le Mouvement social) Bohling's elegantly written book provides an important contribution to the field of wine studies and is likely to remain a point of reference for many years to come. It opens new avenues to engage further with France's diverse geography of drinking cultures. (European History Quarterly) Bohling's attention to the multivalent and quotidian aspect of wine culture in France is a strength of the work as he deftly moves through different types of material—touring guides, EEC laws, and health reports—to place the liquid at the center of profound social, political, and economic shifts of the Fifth Republic. Ultimately, the work contributes to study of the ramifications of the economic miracle by placing its monumental effects at every table in French households. (AMERICAN HISTORICAL REVIEW) His well-researched and engagingly written book reveals how appellation wines, which constituted only a small percentage of French wine production in 1945, rose to prominence in the postwar period through the concerted actions of state actors seeking to wean French wine producers and consumers from plonk, or industrial mass-produced wine, in the interest of public health and economic stability. (Journal of Modern History)