Image of wine in Valais by Delphine Niederberger | Wine Museum, Sierre

Wine is much more than just a beverage! It takes center stage – to sell itself, to please, to stand out – and is surrounded by a whole visual identity imbued with age-old imagery. Between competitive pressure and consumer demands, Valaisan wine and its image continue to evolve. How has the image of the Valaisan vineyard been constructed over time? And what about the current situation? Which identity aspects are valued? And what visual language has Valaisan wine developed?

With the contribution of eleven researchers, this book takes a look at the different images that have shaped the identity of wine in Valais, between rootedness and renewal, between tradition and opening up to a globalized world.

The decor of the cellars and landscapes, the tasting accessories, and digital marketing are all elements that place wine in the flattering spotlight. The construction of its image continues to evolve, between competitive pressure and consumer demands. The Wine Museum lifts the curtain on this spectacle that captures the eye and stimulates the imagination.

Edited by Delphine Niederberger, Director of the Wine Museum in Sierre: Diane Laugel, Wine Tourism in Valais: Sketch of a promising development ; Séverine André, The winemaker: producer and filmmaker ; Kevin Macherel, The first Harvest Festival in Sion ; Diego Rinallo and Guido Anselmi, The image of Valaisan wine on Instagram ; Charles-André Meyer, aka Taddé, Grapevine on the block ; Fabienne Défayes, The aesthetics of wine through the lens of photographers ; Simon Roth, The label, a habit that makes the monk? ; Bettina Tschumi, Iconography of the vine and wine ; Packaging and storytelling. What envelops the wine ; Jean-Charles Giroud, Characters in Valaisan wine posters ; Muriel Constantin Pitteloud, The world of wine on glossy paper: small advertising prints.