Greek Whisky: The Localization of a Global Commodity (Food, Nutrition, and Culture, 1)

Discover the surprising story of Scotch whisky's unique role in Greek society with Tryfon Bampilis' compelling ethnographic study, *Greek Whisky: The Localization of a Global Commodity*. Published by Berghahn Books in 2013, this hardcover edition (part of the *Food, Nutrition, and Culture* series, volume 1) offers a fascinating exploration of how a global beverage became deeply intertwined with notions of "Greekness," national identity, modernity, and middle-class aspirations. Bampilis, a noted anthropologist, delves into the complex and often unexpected ways Scotch whisky has been adopted and adapted within Greek culture. This isn't just a story about drinking; it's a story about how meanings are constructed, negotiated, and projected onto an everyday object, transforming it into a potent symbol. Forget tourist stereotypes of ouzo and retsina. *Greek Whisky* reveals how Scotch has become a surprising marker of sophistication and status in many contexts. Through meticulous research and insightful analysis, Bampilis traces the social life of Scotch across three distinct trajectories: * **The Mediascapes of the Greek Cultural Industry:** Explore how advertising, film, television, and popular magazines have shaped the perception of Scotch whisky, associating it with glamour, success, and a modern lifestyle. Discover how marketing strategies have subtly linked the drink to aspirational ideals and a sense of belonging to a globalized world while simultaneously anchoring it within a Greek context. * **Athenian Nightlife and Entertainment:** Immerse yourself in the vibrant nightlife of Athens, where Scotch whisky flows freely in bars and clubs. Examine how the drink functions as a social lubricant, a symbol of conspicuous consumption, and a means of expressing identity within a dynamic and ever-changing urban landscape. Uncover the rituals and practices surrounding the consumption of Scotch in these spaces, and how they contribute to its overall meaning. * **North Aegean Drinking Habits:** Journey to the North Aegean islands, where traditional customs meet modern influences. Discover how Scotch whisky has been integrated into local drinking traditions, sometimes challenging and sometimes complementing existing practices. Explore the ways in which islanders have adapted the global commodity to their specific needs and desires, imbuing it with local significance. *Greek Whisky* is more than just a case study of a single alcoholic beverage. It's a broader exploration of globalization, cultural appropriation, and the ways in which commodities can become powerful symbols of identity. Bampilis masterfully weaves together anthropological theory and empirical data, providing a rich and nuanced account of the complex relationship between global products and local cultures. This book is highly recommended for scholars and students in anthropology, sociology, food studies, cultural studies, and anyone interested in the dynamics of globalization and the power of symbolic consumption. At 268 pages, this book offers a comprehensive examination of an unexpected cultural phenomenon. With ISBN-13: 9780857458773 and ISBN-10: 0857458779, secure your copy today!