Author(s):
William H. Friedland* - University of California - Santa Cruz
Abstract:
Wine, for some consumers, is akin to religion. As with other supernatural thought systems, wine has a number of "mysteries," phenomena that have little or no rational or scientific explanation. This paper explores the wine epiphany, the "revelation" of a moment. Utilizing examples of epiphanies generally, and wine in particular social and locational factors are seen as critical to the epiphany experience even though, as in the case of wine, it is wine that is subjectively viewed as causal.
