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!