Wine journalism plays a central role in Swedish media discourse on alcohol. This study examines how wine is portrayed in Swedish wine journalism, both as a beverage and as a cultural expression, and how the language in this genre relates to the restrictions of Swedish alcohol legislation on marketing. Using Critical Discourse Analysis (CDA) as a method and Norman Fairclough's three-dimensional model as an analytical framework, articles from Dagens Nyheter’s beverage category are analyzed. The study integrates theories of commercialization, discourse, and Bourdieu's field theory to highlight how the language of journalism constructs wine as a cultural and social status symbol.

The results show that wine journalism often applies discursive strategies that emphasise the symbolic and cultural value of wine. While alcohol marketing is strictly regulated by law, journalistic language often encourages consumption through implicit endorsements and cultural narratives. The language often aestheticizes and romanticizes wine, indicating that wine holds a high symbolic value. This study contributes to understanding how media representations of alcohol shape societal norms and perpetuate ideologies tied to class, taste, and cultural capital.