Framing a terroir: the process of europeanization of the socioenvironmental landscape in the Altitude Wines region of Santa Catarina – Brazil

Abstract

The objective of this article is to put into historical perspective the process of Europeanization of the socio-environmental landscape intended by wine enterprises in the region of Altitude Wines region of Santa Catarina, located in the Santa Catarina Plateau, Brazil. Based on the methods of global environmental history, we use in situ observations and iconographic sources to weave a narrative about the elements of the socio-environmental landscape that are being valued and publicized, and which are being silenced, to configure an identity image of this brand-new terroir and promote wine tourism and the sale of wines and sparkling wines. The insertion of exotic species – both in the vineyards and in the landscaping of the wineries –, wine tourism and the marketing that operates to value certain elements and silence others deserve an analysis less enchanted with the Europeanization promoted by entrepreneurs and professionals in the sector and more enlightened about the impacts of this process on the environment and local society.