In our modern world, it is essentially impossible to escape from classical mythology. Whether these references be in logos, movies, or song titles, the classic world can be found anywhere in our contemporary society. One such reference can be found here in the streets of Charleston, South Carolina at the soon-to-be-opened wine and used bookstore, Bacchus and Books.
What do you think of when you hear the name Bacchus? Wine? Mischief? Joy? Anything at all? In simply referencing the name of an ancient Roman god of wine and ecstacy, people will conjure up different images in their heads based on their own knowledge of the subject. By referencing a classical mythological figure in a contemporary setting, Thomas George, the founder and CEO of Bacchus and Books, is able to reinforce the importance of classical mythology in the minds of those who are already familiar with it, while also exposing the classics to those who are not knowledgeable on the subject. Because of references like these, classical mythology is able to thrive in our modern world.
Ana María Rosso writes that Bacchus’ wine and dances “freed [his] followers from self-conscious fear and worries and subverted the oppressive restraints of the powerful,” as well as granting humanity their “social and civilising function.” (247) Bacchus acted as a figure of freedom, madness, and joy in the ancient world, making him an ideal image to present Bacchus and Books as a place where patrons can have a good time without the threat of feeling too snobby. In addition to this carefree environment that Bacchus promotes, there was also the evident connection between Bacchus and wine that influenced Thomas’ decision.
With the connection that Thomas was creating between his business and the classical world in mind, we were interested in how that connection shaped the marketing for Bacchus and Books. As Abdelghani Chami writes, the “identity given to any brand specialized in any given field is… crucial;” if a brand is emulating classical mythology, patrons will connect that company with mythological heroes and individuals (33). We asked him if he was intentionally trying to emulate the classics in his branding and what the purpose of that was.
Through the reference to Bacchus in both the name of his business and his dog, Thomas is given the unique opportunity to expose the mythology of Bacchus to those who are unfamiliar with it. The allusion to Bacchus and the classical world pulls in those who are aware of the mythology, while also informing those who are unaware, which further solidifies the importance of classical myth in our contemporary world. In the book Rewriting the Ancient World : Greeks, Romans, Jews and Christians in Modern Popular Fiction, Lisa Maurice writes that when analysing the way that ancient myth is being represented in our society, we “should take into account not only how the ancient texts have been transformed, but also how our understanding of their reception guides our insights to the ancient world.” (7) Though she is writing specifically about antiquity in popular fiction, this can be applied to any reference to the classics. Through Bacchus and Books, Thomas is taking the image of Bacchus and applying it to what he wants to present to his patrons: ease, joy, and community within a business centered around wine. At the same time, he is also presenting these patrons with his own interpretation of the classic world, which they will then apply to their own understanding of antiquity and myth. Classical mythology can persist in our modern world because of this never-ending chain. Thomas knew of Bacchus because of his prevalence in the wine world, and therefore named his business after it. Many of his patrons will now be introduced to Bacchus through his business and perhaps one day, they too will teach others about classical mythology, allowing the classics to remain a crucial part of the modern world.
Works Cited
Chami, Abdelghani. “The Influence of the Greek Mythology over the Modern Western Society.” University of Tlemcen, 2015, pp. 27-37.
Maurice, Lisa. “Introduction: The Ancient World and Popular Fiction.” Rewriting the Ancient World: Greeks, Romans, Jews and Christians in Modern Popular Fiction, Brill, 2017. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/cofc/reader.action?docID=4901372.
Rosso, Ana María. “Beer and Wine in Antiquity: Beneficial Remedy or Punishment Imposed by the Gods?” Acta medico-historica Adriatica, vol. 10, no. 2, 2011, pp. 237-262. https://hrcak.srce.hr/96409.
Royalty Free Music: https://www.youtube.com/watch?v=DZpPhCGoPLg