“A veritable vineous museum”: the ethnography of liminality at the Old Blandy’s Wine Lodge (Funchal, Madeira Island)
DOI :
https://doi.org/10.11606/1982-02672025v33e31Mots-clés :
Madeira wine, Wine tourism, Corporate museum, Liminal device, Initiation, HeterotopiaRésumé
This study describes the results of ethnographic fieldwork at the museum exhibition of the Old Blandy’s Wine Lodge. This 200-year-old cellar, owned by the Madeira Wine Company, stands on the historic centre of Funchal on the island of Madeira. Its guided tour focuses on the history of Madeira wine, its terroir and production process, explained as visitors pass by the very rooms in which the casks are aged. Fieldwork involved participant observation within a group of tourists led by a professional guide from the Madeira Wine Company staff, completed by further visits with the author’s students and data collected within the framework of his previous research related to this winery. This approach found that this tour avoids the typical expectations of a corporate museum. Instead, it constitutes a liminal device, offering visitors an initiation into the secrets of Madeira wine. Liminality in this study refers to the transitional rites involved in initiation. Van Gennep and Turner’s theoretical framework on rites of passage, that of Foucault on heterotopia and several contributions from other disciplinary fields will help to understand how the experience induces effacement, ambiguity and disorientation within a sacred space-time. This study will also explain how this unconventional exhibition effectively attracts numerous tourists despite relying on minimal physical apparatuses and lacking digital technology support.
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