The artification of wine: lessons from the fine wines of Bordeaux and Burgundy

Purpose In this paper, the authors argue that fine wines can be considered art and as such awarded luxury status. The discuss processes of artification, through which are recognized (Shapiro Heinich, 2012), heritagization, in cultural differentiation implicit concept terroir (the various elements a microclimate contribute to wine's specific attributes) connects wine its history provenance. investigation focuses specifically on from Bordeaux Burgundy, renowned worldwide for their depth flavors. What traits intrinsic definition art, what social culminate transforming an entity nonart art? Design/methodology/approach It is conceptual paper requires blending several viewpoints present authors’ own viewpoints. Findings This study aims address above questions argues wines, source aesthetic pleasure, themselves form. Research limitations/implications implications producers other artisanal products seeking elevate brand awareness discussed. Practical findings interest scholars well wineries. They provide evidence how artification occurs. Originality/value While there papers issue heritagization individually, bring bear importance both concepts regions France: Burgundy Bordeaux.