Terroir, Wine Varieties, Brands and Their Translations into Chinese

Abstract

This paper explores the intricate relationship between terroir (a fundamental concept in viticulture that connects wines to a complex tapestry of factors encompassing place, culture, economy, and society), grape varieties, and wine branding in the Chinese cultural context. It examines how these elements are perceived in both Western and Chinese cultural domains. Terroir is a key element in Western viticulture and grape varieties define wines, thus influencing their identity. To foster familiarity and positive connections with Chinese consumers some Western wine brands have incorporated traditional Chinese cultural elements. Through a comprehensive review of literature, fieldwork and interviews, this study contends that in the Chinese language, viticultural terminology from Western languages can be translated, enriched, and elevated to offer a deeper comprehension of these terms. This research reinforces the idea that terroir can be eloquently conveyed in Chinese, preserving its connotations from the original language. It demonstrates how Chinese translations of wine varieties augment their intrinsic meaning, and how Western wine brands effectively resonate with the Chinese market through auspicious translations. Furthermore, this research argues for the efficacy of fieldwork and interviews as valuable tools for both translation practice and research in this context.