Drawing on more than twenty years of fieldwork, this book explores the professional, social and cultural world of Burgundy wines, the role of terroir, and its transnational deployment in China, Japan, South Korea and New Zealand. It demystifies the terroir ideology by providing a unique long-term ethnographic analysis of what lies behind the concept. While the Burgundian model of terroir has gone global by acquiring UNESCO world heritage status, its very legitimacy is now being challenged amongst the vineyards where it first took root.