The Social Construction of Nanotechnology in the New Zealand Wine Industry

Abstract

This project investigates the social construction of nanotechnology in the context of the New Zealand wine industry by gathering current perceptions on nanotechnology from diverse actors connected to the marketmaking of wine. Nanotechnology is the use of technological intervention of matter on a near-atomic scale to produce new structures, materials, and devices. It offers an improvement to conventional vineyard inputs. However, its acceptability by potential users and consumers cannot be taken for granted. This project investigates the technical and market acceptability of those solutions by elucidating the downstream attitudes towards wines grown with nanotechnology. It collates perceptions of fifteen New Zealand producers (winemakers, technical directors, viticulturists, and vineyard managers), wine marketers (winery sales and marketing specialists), and intermediaries (wine writers, sommeliers, distributors, and retailers), gathered through in-depth semi-structured interviews. Perceptions and attitudes are understood with respect to stakeholder type, region, and market share while contextualised in an international setting. They are revealed as part of a complex assemblage that makes up ‘the wine industry’ with diverse needs, expectations, and perceptions of nanotechnology. The study concludes that the present-day reliance on technology combined with an interest in new solutions suggests a high level of technical acceptability. Regulatory approval and safety assurances are evidently expected prior to the adoption of any novel technology. A multitude of attitudes towards nanotechnology were uncovered, ranging from informed parties to those with little understanding of the term. Respondents argue that market acceptability is less clear, and that thought leaders will be critical in shaping public opinion. In particular, the potential negative association of nanotechnology with genetic modification, science-fiction, and vaccine conspiracies requires careful narrative management by producers and industry authorities. Existing narratives of sustainability and provenance—on which New Zealand wine depends—must be reconciled with nanotechnology through discursive strategy as well as scientific and technical evidence. There are potential risks to the reputation and market positioning of New Zealand wine as ‘clean and green’, ‘artisanal’, and ‘natural'. Nevertheless, New Zealand has the potential to position itself as a fast-mover, and address key challenges through the use of nanotechnology.