Wine and Wealth in Ancient Italy

There is no question that wine is a significant element in Italian culture and has been for centuries. It is interesting, though, that wine and the production of wine has created a divide in classes as well as several social stigmas. There is quite a bit of evidence for these claims in the period of viticulture between the Punic Ward to the crisis of the third century A.D. We can see this evidence in several ways including writings, poems, songs, and the collars of wine containers, known as aphora. As there were few written records of transactions of wine during this period, this evidence is essential to our understanding of the social and economic implications of the trade of wine in ancient Italy. The increase of large vineyards at this time period was odd because grape vines are very susceptible to weather changes. One bad storm could ruin a year's crops. Many started taking the change anyway, though, because wine production was becoming such a lucrative business. These new viticulturists were viewed as impractical and vulgar because they chose a crop that was not practical, and produced a substance that could be abused. This social stigma started to create a barrier between those who owned vineyards, and others in society. This gap only increased as cities grew, the demand for wine increased, and the wine makers began to make a significant amount of money.

Another distinct social stigma around the consumption of wine arose during the expansion of the city Rome. It was common that during times of poverty and despair, individuals would consume more wine. It wasn't seen as a luxary good. So, when the social class divide expanded as Rome grew and there became a higher number of individuals in the lower class, the demand for cheap wine grew. This demand was met by vineyard owners who bought cheaper property right outside of Rome and started to rush the production of the wine, not allowing the grapes to mature in order to create a better wine. This also pushed the demand for expensive wine up, as those in the upper class were less willing to drink the cheap wine found outside of the city. We can see a very similar demand cycle today in the United States regarding beer. As the demand for cheap beer goes up, and more of it is produced, there also becomes a demand for craft and specialty beers. Those who drink the cheaper varieties of beer are less likely to drink the craft beer, but both sides of the market flourish, just like the wine trade in ancient Italy. As the overall demand for wine in the country went up, we can see this in the change of amphora materials, indicating that because the demand went up, Italy had to start importing some of its wine as well. Along with Italian amphora in landfills, there became in increase in other countries' anphoras.

One thing that is very unique in the wine trade of ancient Italy is the economic symbiosis of different trades. Landowners had to work together to get the best crops, terra-cotta manufacturers made the amphoras for carrying the wine, shipowners carried the traders who traded the wine to other markets. Still today we can see this extensive and cohesive system at work through wine. We have the landowners who grow the grapes, winemakers who produce the wine, bottlers who provide the glass bottles, and buyers and sellers of the products who help the wine get all over the world. This work has helped create a market for Italian wine that has been strong since the third century A.D. Our class has been fortunate enough to visit several locations heavily influenced by the wine trade, and it is clear that even today, wine is a significant part of both their market and their culture. Despite all of the social stigmas that sorround the consumption of wine, one stereotype rings pretty true: Italians love their wine.

Below (from left to right, and then to the next line): an ancient wine jug decorated with horse heads, a wine press, wine barrels used to store and age wine