“Already in the time of the Celts...” Strategies for the construction and representation of cultural heritage seen in the example of wine brotherhoods in Hungary

The author examines strategies for the construction and representation of heritage in connection with the wine brotherhoods that are an integral part of modern wine culture. The choice of name frequently involves Latin expressions that reveal the communities’ attitude to the past as they wish to create a link with a particular historical period. The symbols often combine totally unrelated historical events, ages and tangible relics remote from each other in time that can be linked not only to the local grape and wine culture but also in the wider sense to the past of the region or settlement. The celebrations and rites of the wine brotherhoods can also be instruments for the construction of heritage by manifesting different traditions