Background for Enodiplomacy in Chile (1960-2010)
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Date
2023
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Abstract
Chile began the process that would lead it to become a world wine power in the 1980s, something that was achieved thanks to the joint action of the industries, the technical professional sector, and the State. The objective of this study is to reveal the role played by enodiplomacy in this process and its main characteristics. The methodology of the "participant actor" associated with the social sciences is used, based on direct testimonies of the time and in-depth interviews. An evolution of the elaboration and appreciation of Chilean wine is observed, hierarchized by Chilean foreign policy, from the 1980s to 2010 as its maximum expression, which led it to position itself as a wine power. This positioning is achieved thanks to an active enodiplomacy displayed by the Chilean State, supported by academia and the technical world, which improved both the marketing and the status of Chilean wine in the country and the world. In this, two currents are distinguished: one governed by the French paradigm (dominant) and another, more recent, marked by the Hispanic Creole paradigm, which aims to revalue heritage varieties and products.
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international politics, Chilean wine, State, cultural heritage, international trade