In this article, we aim to focus on how the Iberian past (sixth century to the first century BC) has been used both to shape identities and to produce values in the marketplace and how the triad of the past, authenticity, and tradition is key in the commodification of the Iberian world. To do so, we will examine developments in the village of Moixent (Valencia, Spain). In this town, the Iberians and their archaeological remains are presented as the protagonists of the area, accompanied by several “heritage stratifications.” Through case studies of family-run wineries, we analyze the process of symbolic appropriation of the Iberians in the local wine sector and its confluence with cultural tourism as well as how it has led to the development of territorial branding based on the past.

A re-evaluation of how ethnicity is currently understood in archaeology is necessary in view of recent developments in the archaeology of identity. In this article, it will be argued that nationalism has led to an understanding of ethnicity as monolithic, denying in this way its heterogeneous nature. Since the 1920s, archaeologists working under the culture-historical umbrella have explicitly defined ethnicity on the basis of material culture, maintaining endless, and perhaps fruitless, debates. However, as anthropologists have been discussing since the 1970s, ethnicity is perhaps not about material culture, or not necessarily about material culture, but about perception. Archaeologists should consider ethnic identities as fluid and polymorphous, for multiple ethnic affiliations can coexist and overlap in the same individual. Ethnic identification(s) displayed by each individual will change depending on the circumstances, the interlocutor and the situation. In addition, archaeologists cannot study ethnic identity in isolation from other types of identifications – gender, religion, status, etc. – as all of them will be at play, ready to act (or to be hidden), on each particular occasion. These issues will be discussed in this article in relation to Iron Age Iberians.