What is Baptised Wine

In many regions of Spain and Portugal, wine is still not very profitable for winegrowers who barely recover the economic and human capital inputs dedicated throughout the year to each harvest. The economic logic of the market is rapidly transforming this landscape and heritage in more and more regions, promoting the mechanization of viticulture for the sake of productivity, giving priority above all to the volume of grapes obtained and the reduction of production costs. In this sense, goblet vines and low vines are giving way to trellising, and the latter to harvesting machinery. However, the value of vine cultivation and winemaking goes far beyond economic profitability as an inseparable part of the cultural landscape and Mediterranean cultures. This chapter delves into cases of good practices for wine tourism and the enormous wealth of the musical heritage and, in general, the intangible cultural heritage (sayings, customs, traditions, agrarian and culinary traditions) surrounding wine.