2021: Just Accepted
Original Research Article

Social mobility and the social representation of sparkling wine in Brazil and France.

Marcos Vinícius Araujo
Universidade Federal do Rio Grande do Sul, Centro de Estudos e Pesquisas em Agronegócios / Aix Marseille Université, Laboratoire de Psychologie Sociale UR849
Grégory Lo Monaco
Aix Marseille Université, Laboratoire ADEF UR 4671
Kelly Lissandra Bruch
Universidade Federal do Rio Grande do Sul, Centro de Estudos e Pesquisas em Agronegócios
Published April 14, 2021
  • Social origin, social representation, wine culture, social norms, wine consumption
How to Cite
Araujo, M. V., Lo Monaco, G., & Bruch, K. L. (2021). Social mobility and the social representation of sparkling wine in Brazil and France. Wine Economics and Policy. https://doi.org/10.36253/wep-8873


Wine is a social object established in the old world and migrated later to the new world wine. With a significant presence in world wine, sparkling wine is an important French product, with Champagne. In Brazil, as a new world wine, sparkling wine has a recent, but crescent, history of production and consumption. In a social aspect, this product has different representations and roles in both countries, according to the type of product. Therefore, the aim of the present study is to understand how culture and social status influence the organization of social representations associated to sparkling wine in Brazil and in France. In this way, we used the approach of social representation, a theory of knowledge and historically constructed. To collect the content, we carried out a verbal association task. Two hundred and thirteen Brazilians and 198 French participants gave the first four words that were coming in mind about four inducted words. The verbal associations were analyzed by lemmatization and categorization. Then, we performed a correspondence factor analysis. The results supported our hypothesis that culture, social status, and social origin influence social representations associated to sparkling wine revealing this kind of wine as a product of social distinction and affluence.


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