Abstract

Amateurs are neither regular consumers nor professionals. What makes them distinctive? To answer that question, this ethnographic study focuses on wine amateurs who show a distinctive feature compared to regular consumers: for them, wine is not a straightforward reality but a world to explore. Wine exploration drives an evolution that transforms both wine and amateurs’ disposition towards it. Amateurs usually start with the discovery of the wines and their tastes, which may turn into an ability to attune to and finally produce taste and good quality. Amateurs’ passion, initially fuelled by the discovery of unknown tastes, is then informed by the renewal of the taste experience itself. Following amateurs in their exploratory activity allows us to extend the analysis beyond scholars’ usual focus on one of its particularly normative stages, and to propose a renewed account of the amateur that is quite remote from the standard image of the ‘cultural prescriber’.