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

Analysis of aerial photos by using GIS tools and on-field surveys of flora are used to characterize territories from an agro-ecological point of view and to assess the level of diversity of given agro-ecosystems. More and more correlations between landscape characteristics, sustainability and quality of agriculture production were speculated. In last three years a study was carried out in the area of DOC “Gioia del Colle” in Apulia, South Italy, in order to characterize and investigate different vineyards and sites and find out possible interactions and correlations between the landscape diversity, the biodiversity of fields and the quality of grapes and wines.

La adaptación de nuevas variedades a zonas de cultivo fuera de su área de origen presenta múltiples interrogantes. En Castilla-La Mancha se está produciendo en los últimos años una gran inquietud por la diversificación y la reconversión de variedades.

Bases on oxoluminescence, we have developed an innovative device for measuring dissolved oxygen in wines in barrels without opening the bung. This system is directly inserted into the wood during the barrel elaboration and can be positioned at different locations of the barrel (the head, the hull …). During two successive vintages we have used this device notably to follow the oxygen dissolved of whites wines elaborated in barrels. This allowed us initially to monitor the oxygen levels of the harvest to bottling the whole elaboration process in barrels of white wines without using techniques of measurement suitable to modify the real values in wines (opening the bung to plunge an oximeter).

The definition of the term “quality” in sensory evaluation of food products does not seem to be consensual. Descriptive or liking methods are generally used to differentiate between wines (Lawless et al., 1997). Nevertheless, quality evaluation of a product such as wine can also relate to emotional aspects. As exposed by Costell (2002), product quality is defined as an integrated impression, like acceptability, pleasure, or emotional experiences during tasting. According to the ‘modality appropriateness’ hypothesis which predicts that wine tasters weigh the most suitable sensory inputs for a specific assess- ment (Freides, 1974; Welch & Warren, 1980), the nature of the quality definitions may modulate sensory influences.

When someone watches a hilly landscape, the image beauty creates emotions and frames of mind not easily forgettable, but sometimes man’s intervention by means of soil movement and reduction of the natural biodiversity can significantly modify the landscape and consequently the above-mentioned emotions. One speculates if sensory appreciation of a wine may be strongly affected by psychological factor: landscape beauty.