Wine labeling in Mělník wine subregion and self-identification towards cultural heritage

• Thesis title in Czech: Klasifikace vín Mělnického region a jejich sebereprezentace prostřednictvím kulturního dědictví
• Thesis title in English: Wine labeling in Mělník wine subregion and self-identification towards cultural heritage
• Key words: víno|dědictví|identita|Čechy|Mělník
• English key words: wine|heritage|identity|Bohemia|Mělník
• Academic year of topic announcement: 2022/2023
• Thesis type: diploma thesis
• Thesis language: angličtina
• Department: Institute of General History (21-USD)
• Supervisor: Mgr. Eva Hajdinová, Ph.D.
• Author: hidden - assigned and confirmed by the Study Dept.
• Date of registration: 06.01.2023
• Date of assignment: 10.01.2023
• Administrator's approval: approved
• Confirmed by Study dept. on: 28.04.2023
• Date and time of defence: 19.06.2023 12:00
• Date of electronic submission: 24.05.2023
• Date of proceeded defence: 19.06.2023
• Submitted/finalized: committed by student and finalized
• Opponents: Péter Erdösi

Guidelines

The focus of this research project is on wine Protected Certification of Origin (PDO) labels, self-identification, and potential cultural heritage status. Most of the European wine industry today revolves around the regional labeling status. Regional wine labeling recognition has become one of the paths to having a product able to compete internationally for a portion of the selling and tourism markets. Cases like Tokaj in Northeastern Hungary are the example of first, having a regional label, and second, having pursued a cultural heritage status recognition which has assured them a double certification on their wines. Therefore, the concept of Cultural Landscape is intrinsically entangled with the study and planning of the contemporary policies for the development of a wine region. Vineyards worldwide have undertaken the challenge of working towards either an origin label certification or a cultural landscape recognition (or both) to attract more visibility and market shares. This thesis focuses on one of the cases of Origin label recognition in the Czech Republic: The wine-producing sub-region of Mělník VOC in the region of Bohemia, this region has evaded to present itself globally as a united brand which is one of the objectives of pursuing this kind of label, especially regarding tourism visibility if compared to other regions in the Czech Republic, as this project will exemplify. Today Mělník VOC stands in a sort of ambivalence between using the brand for commercial purposes exclusively or making it visible to the larger public attracting more attention and branding itself as a major wine tourism destination. Therefore, this area presents a remarkably interesting case to explore the obstacles that hold back the abovementioned region to develop this visibility and face the different approaches that can help overcome them.

References

SOURCES:
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LITERATURE:
McDowell, Sara. 2012. "Heritage, Memory, and Identity." In The Ashgate Research Companion to Heritage and Identity, edited by Brian. Howard, Peter. Graham, 37-53. Surrey: Ashgate Publishing.
Medina Albaladejo, Francisco, Josep Ramon-Muñoz, and José Martínez-Carrión. 2013. "The Promotion of Wine and Vine Heritage in the Monastrell L." In Patrimonio cultural de la vid y el vino, by Sebastián Celestino Pérez and Juan Blánquez Pérez, 291-3002. Madrid: UAM Ediciones.
Paasi, Anssi. 2020. "Regional Geography." International Encyclopedia of Human Geography 1-31.
Plieningeran, Tobias: Bieling, Claudia. 2012. "Connecting cultural landscapes to resilience." In Resilience and the Cultural Landscape. Understanding and managing change in human-shaped environments, by Tobias: Bieling, Claudia Plieningeran, 3-26. Cambridge: Cambridge University Press.
UNESCO. 2021. Cultural landscapes. 11 25. Accessed 04 28, 2022. https://whc.unesco.org/en/culturallandscape/.
Zámek Mělník. 2022. History of the House of Lobkowicz. 04 15. Accessed 04 15, 2022. https://www.lobkowicz-melnik.cz/en/2639-2/.