Approaches to the semiotics of brand are troubled by the lack of any accepted analytic definition of the phenomenon, as well as capacious, almost metaphysical, extensions in which brand becomes identified with semiosis as such, and thus everything is a brand. In addition, studies of brand tend to focus on highly visible or successful brands, as often as not as a proxy for a real object of analytic interest that lies elsewhere. Brand discourse defines brand in opposition to the material properties of the product, leading to a dematerialization of brand, which erases the messy materialities, contingencies, and hybrids that continually arise in the material semiosis of brand. Rather than attempt a definition of brand, the recent literature on brand semiotics is explored along several material and semiotic dimensions of the variousness of its relationship to its universes of circulation and in different professional discourses and historical and cultural contexts.

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Although Georgia is known for its wines, industrial production of beer far outstrips industrial wine production for local markets: wine consumption occurs in ritual contexts in which new wine, typically purchased from peasant producers, is preferred; bottled, aged wines are primarily for exports. Beer, therefore, is a key area in which industrial production for indigenous consumers has been elaborated. Such goods are packaged and presented as being both ecologically “pure” and following “traditional” methods, often referencing “ethnographic” materials about traditional life in brand images, even as they proclaim their reliance on Western technologies.

The Georgian “Rose Revolution” of 2003 was preceded by events in November 2001, in which students protested against a government raid on a popular TV station, Rustavi 2, and forced then‐President Shevardnadze to request the resignation of the Georgian cabinet as the students demanded. This article describes these events in detail to show how political transition in Georgia has been carried out and exemplified by new political rhetorics and metarhetoric that expressly confronted entrenched logics of reception. The article illustrates how shifts in state formation, in postsocialist contexts in particular, are tied to shifts in representational modes.

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