Abstract
Since a global wine market became extremely competitive, wine producers were trying to increase their gross revenue. To attain this aim they connected wine with national, regional or local identities to distinguish their products from their rivals. It helped them to strengthen their brands or create new effective brands. Ace of the brands, related directly to identity, is a wine queen. It has spread from Europe to the Americas and to Asia and everywhere is responsible for the promotion of wines, countries and wine consumption. All over the world wine queens represent national, regional and local wine cultures.
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Notes
- 1.
The English word queen comes from Old English cwen meaning either woman or wife. It is a cognate with the Greek root gyne (as in gynecology, misogyny) meaning woman or wife, and with the Sanskrit janis meaning woman.
English is unusual in having a word for female rulers that is rooted in a woman-oriented word. In many languages, the word for a woman ruler is derived from a word for male rulers: Roman Augusta (for women related to the emperor); emperors were titled Augustus; Spanish reina; king is rey; French reine; king is roi; German for king and queen: König und Königin; German for emperor and empress: Kaiser und Kaiserin; Polish is król i królowa; Croatian is kralj i kraljica; Finnish is kuningas ja kuningatar; Scandinavian languages use a different word for king and queen, but the word for queen is derived from a word meaning “master”: Swedish kung och drottning, Danish or Norwegian konge og dronning, Icelandic konungur og drottning (Johnson Lewis 2014).
The wine queens are spread worldwide, so the similar naming: la reina de la vendimia (Spanish), Rainha da Festa da Uva (Portuguese), la Reine de Vins (French), regina del vino, and even regina del bio-vino (Italian), Weinkönigin (German), grape queen or queen of grape or grape day queen (English, American), kráľovná vína (Slovak), vinska kraljica (Slovene, Croatian), borkirálynő (Hungarian).
Reference
Johnson Lewis J (2014) Queen as a Title. Women’s History Glossary. About.com Women’s History. Retrieved 11 Sept 2014, from http://womenshistory.about.com/od/glossary/fl/Queen-as-a-Title.htm?nl=1
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Ramšak, M. (2015). The Initiation into the Wine Kingdom. In: Wine Queens. SpringerBriefs in Business. Springer, Cham. https://doi.org/10.1007/978-3-319-16661-2_1
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DOI: https://doi.org/10.1007/978-3-319-16661-2_1
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