Terroir 2004 banner
IVES 9 IVES Conference Series 9 Landscape marketing and landscape reality: what is the relationship? The case of the Loire Valley vineyards

Landscape marketing and landscape reality: what is the relationship? The case of the Loire Valley vineyards

Abstract

This issue poses two questions: the relationship between beauty and taste (is landscape quality an index of wine quality ?), and the gap or the conformity between our image of the “terroir” and the visible reality. The landscape is both an object and a representation. When it is presented as a advertising image, there is inevitably a choice; to show the attractive aspects of the product and to exacerbate them. It results in an aesthetic construction process which is not or no longer faithful to the original landscape. It can be positive when it encourages a discovery; on the other hand, it can be negative when it betrays an identity, and finally it can also lead those managing the territory to modify the identity of their vineyard landscape.
The Chinon vineyard is an example of an approach in the hypothesis that there is a relationship between taste and landscape. The Anjou vineyard is a second example, which characterises a gap between a showcase and a landscape reality.

DOI:

Publication date: January 12, 2022

Issue: Terroir 2004

Type: Article

Authors

F. Joliet

National Institute of Horticulture, 49100 Angers, France
Department of Landscape, National Institute of Horticulture, Angers, France

Contact the author

Tags

IVES Conference Series | Terroir 2004

Citation

Related articles…

“Vinhos de mesa” et oenophilie : quand les caractéristiques organoleptiques des cépages américains empêchent l’intégration des consommateurs à l’univers de l’appréciation esthétique

Au Brésil, 80 % du vignoble national et 90 % du vignoble de l’État du Rio Grande do Sul (principale région productrice de vins dans le pays) sont plantés avec des cépages issus de vitis labrusca ou de cépages hybrides (DEBASTIANI, 2015). Une partie de cette production est utilisée pour la préparation de jus de raisin et de concentrés de moût ou de pulpe de raisin. Le restant est consacré à

Approaches to the classification of wine aroma aging potential. Applications to the case of Valpolicella red wines

Unlike most of other foods, wine sensory quality is thought to reach a peak after an aging period. In the case of the Valpolicella red wines

Exploiting the diversity in spent yeast for its valorisation towards producing yeast-derived processing aids

In view of sustainability and zero-waste initiatives, the valorisation of sidestreams is a key emerging topic in the wine industry.

Analysis of climatic changes in different areas of Abruzzo region (Central Italy): implications for grape growing

The dynamic evolution of some bioclimatic indices largely used to define the vocation of areas to grape growing was assessed over 43 years (1965-2007) in four sites of the Abruzzo Region (Central Italy).

Juvenile-to-adult vegetative phase transition in grapevine 

The sequential activity of miR156 and miR172 controls the juvenile to adult phase transition in many plant species, where miR156 abundance decreases while miR172 increases along plant development. Very little is known about phase transition in horticultural woody species, which show substantially long vegetative phases. In grapevine, phase transition seems to be dissociated, displaying a first transition from juvenile to adult vegetative state in the first year, coincident with tendril differentiation and a subsequent induction of inflorescences in place of some of tendrils in later years under flowering inductive environmental conditions. Since grapevine is a highly heterozygous species, the generation of genetically homogeneous material for replicated transcriptomic analyses from seed-derived plants was a main challenge.