TY - JOUR
T1 - Who wants to be a millionaire? I do
T2 - Postwar Australian wine, gendered culture and class
AU - McIntyre, Julie
AU - Germov, John
N1 - Includes bibliographical references.
PY - 2018/1/2
Y1 - 2018/1/2
N2 - During an era of expanding social inclusion in the 1960s and 1970s, Australians increasingly drank more wine than at any previous time in colonial or national history. These wines were made in new styles and consumed in accordance with new habits across gender and class. The morphology of one of Australia’s most popular “introduction wines” of this period, Lindeman’s Ben Ean Moselle, reveals the emergence of new elements of national character. From being advertised to women in the late 1960s as “just right”, Ben Ean’s cultural messaging in the 1970s flirted with general appeal to men and women of the new middle class: “anywhere, anytime”. Then, by the mid-1980s, the ascendancy of this light, semi-sweet table wine was halted by the emergence of an elitism in which new professionals favoured consumer products of provenanced distinction. The arc of Ben Ean’s rise and fall symbolises an informalisation and subsequent reformalisation of values, conventions and identities during a time of social and cultural flux.
AB - During an era of expanding social inclusion in the 1960s and 1970s, Australians increasingly drank more wine than at any previous time in colonial or national history. These wines were made in new styles and consumed in accordance with new habits across gender and class. The morphology of one of Australia’s most popular “introduction wines” of this period, Lindeman’s Ben Ean Moselle, reveals the emergence of new elements of national character. From being advertised to women in the late 1960s as “just right”, Ben Ean’s cultural messaging in the 1970s flirted with general appeal to men and women of the new middle class: “anywhere, anytime”. Then, by the mid-1980s, the ascendancy of this light, semi-sweet table wine was halted by the emergence of an elitism in which new professionals favoured consumer products of provenanced distinction. The arc of Ben Ean’s rise and fall symbolises an informalisation and subsequent reformalisation of values, conventions and identities during a time of social and cultural flux.
KW - Class
KW - Drinking
KW - Gender
KW - Postwar Australia
KW - Wine
UR - http://www.scopus.com/inward/record.url?scp=85041170185&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85041170185&partnerID=8YFLogxK
U2 - 10.1080/14443058.2017.1410722
DO - 10.1080/14443058.2017.1410722
M3 - Article
AN - SCOPUS:85041170185
VL - 42
SP - 65
EP - 84
JO - Journal of Australian Studies
JF - Journal of Australian Studies
SN - 0314-769X
IS - 1
ER -