Contents
Weights, Measures, and Currencies
PART I: Technological and Organizational Change in Europe, 1840–1914
Chapter 1
European Wine on the Eve of the Railways
The Production of Grapes prior to Phylloxera
Traditional Wine-Making Technologies
Markets, Institutions, and Wine Consumption
The Development of Fine Export Wines
Chapter 2
Phylloxera and the Development of Scientific Viti-Viniculture
The Growth in Wine Consumption in Producer Countries
Phylloxera and the Destruction of Europe’s Vines
Phylloxera and the International Response in Spain and Italy
Wine Making, Economies of Scale and the Spread of Viticulture to Hot Climates
La Viticulture Industrielle and Vertical Integration: Wine Production in the Midi
Chapter 3
Surviving Success in the Midi: Growers, Merchants, and the State
Phylloxera and Wine Adulteration
Politics, Phylloxera, and the Vineyard during France’s Third Republic
The Midi: From Shortage to Overproduction
From Informal to Formal Cooperation: La Cave Coopérative Vinicole
PART II: The Causes of Export Failure
Chapter 4
Selling to Reluctant Drinkers: The British Market and the International Wine Trade
The Political Economy of the Wine Trade in Britain prior to 1860
Gladstone and the Rise and Decline in Consumption in the Late Nineteenth Century
The Retail Market and Product Adulteration
Who Controls the Chain? Experiments at “Buyer-Led” Commodity Chains
PART III: Institutional Innovation: Regional Appellations
Claret, Trade, and the Organization of Production
The 1855 Classification and the Branding of Claret
Supply Volatility, Vine Disease, and the Decline in Reputation of Fine Claret
Response to Overproduction: A Regional Appellation
The Myth of Dom Pérignon and the Development of Champagne
Economies of Scale, Brands, and Marketing
Organization of a Regional Appellation
Product Development and the Demands of a Mass Market
Rent Seeking, Fraud, and Regional Appellations
Chapter 8
From Sherry to Spanish White
The Organization of Wine Production in Jerez
Product Innovation and Cost Control
Wine Quality and the Demand for a Regional Appellation
PART IV: The Great Divergence: The Growth of Industrial Wine Production in the New World
Chapter 9
Big Business and American Wine: The California Wine Association
Creating Vineyards and Wineries in a Labor-Scarce Economy
Production Instability and the Creation of the California Wine Association
The California Wine Association and the Market for California’s Wines
Chapter 10
Australia: The Tyranny of Distance and Domestic Beer Drinkers
Learning Grape Growing and Wine Making
Organization of Wine Production
Chapter 11
Argentina: New World Producers and Old World Consumers
The Limits to Growth and the Return to Crisis
Old World Producers and Consumers
New World Producers and Consumers
The Wine Industry in the Twentieth Century
Appendix 1
Vineyards and Wineries
A.1. Area of Vines and Output per Winery in France, 1924 and 1934
A.2 Number of Growers and Area of Vines by County, California, 1891
A.3. Winery Size in the Midi and Algeria, 1903
A.4. Farm and Paris Wine Prices, July 1910