The Greatest Marketing Story Ever Bottled? Professor Kathy Burk on How France Conquered Wine

Send us Fan MailFor centuries, France has occupied a unique place in the world of wine. Its vineyards, classifications, language, and traditions have shaped how we think about fine wine, from Bordeaux and Burgundy to concepts like terroir and appellation. But how did French wine come to dominate the global imagination? And was that dominance really built on superior wine, or on something else entirely?My guest today is historian Kathy Burk. Kathy is Professor Emerita of Modern and Contemporary History at University College London, an acclaimed author, broadcaster, and one of the world's leading historians of economic and cultural history. In this conversation, we explore the rise of French wine, the role of England in creating the reputation of Bordeaux, the significance of the 1855 Classification, the origins of concepts like terroir and chaptalisation, and how the famous 1976 Judgment of Paris challenged centuries of French supremacy. Along the way, Kathy takes us from the Stone Age to modern California, revealing how trade, politics, empire, religion, and marketing helped shape the wine world we know today.And where better to begin than at the very beginning.Here is Kathy Burk.Support the show