Small producers of Italian wine show persistence by competing in a global economy. In order better to understand this persistence, this research project aims to understand how the commodification of terroir impacts small producer viability in a global economy. While globalization often results in the homogenization of food products, wine is different. A characteristic of wine that allows this resistance against globalization is terroir, or the taste of place. The academic literature reviewed in this study focus on the tension exhibited between terroir and globalization and the ways in which that impacts Italian wine producers. In order to complete the study, original academic research was performed in the forms of interviews, participant observation and content analysis over the course of nearly two years. The subjects for this researched included three wineries, an import company and two legislative documents. The data revealed that the tension between terroir and globalization is resolved in a hybrid model that encourages a diverse market for small, artisanal producers while maintaining respect for terroir.


Mariola, Matthew


Sociology and Anthropology


Agricultural and Resource Economics | Food Studies | International and Intercultural Communication | International Relations | Italian Language and Literature | Place and Environment | Political Economy | Public Relations and Advertising | Rural Sociology | Social and Cultural Anthropology | Sociology of Culture | Tourism


wine, commodity, producer, global economy, Slow Food, Italy, Tabarrini, Montefalco, Montalcino, DOC, glocalization, globalization

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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