and provide the same experience to the consumer year after year.

And so variation is not something that they're looking at.

So in placeless-wise, essentially the main mechanism of valuation, going back to the categories that I used before, is market, and it is about price.

There is very broad references to origin, but essentially it's price, and it's about scalability and technical specifications.

So at the end, it's a compromise between market and industrial worlds and valuations.

Now, when we come into the more romantic area of wine, place-wise, But there are struggles within them in terms of how do we understand value that is embedded in place, because there are value struggles around the whole concept of tradition, the concept of authenticity.

So tradition is about, well, we've been doing this for a long time, so this is how it is done.

What are the core ecological dimensions and impacts of wine production? How has the environment or governance of these shifted across time? And why do you think these therefore constitute a site of value struggle in the global wine industry? So