Terroir 2004 banner
IVES 9 IVES Conference Series 9 Marketing and zoning (“Great Zoning”): researches and various considerations

Marketing and zoning (“Great Zoning”): researches and various considerations

Abstract

[English version below]

Dans de précédents travaux sur le zonage “GRANDE ZONAZIONE” (GZ) (“Grand Zonage”), on a traité, entre autre, de la “GRANDE FILIERA” (GF) (Grande filière) où parmi les 54 descripteurs prévus pour lire et évaluer par exemple un zonage, sont compris aussi la Communication – Marketing et les aspects qui y sont liés, comme facteurs fondamentaux du “GRANDE ZONAZIONE” (GZ) “Grand Zonage” qui part des aspects économiques, sociaux et existentiels qui représentent en filière du bas vers le haut les “GRANDI OBIETTIVI” (GO) (“Grands Objectifs” de l’activité vitivinicole aussi et donc du zonage, et qui ne part pas des aspects “techniques” typiques du “Petit Zonage” (PZ) ou “Zonage Thématique” tels que par exemple le sol, le climat, le modèle de vignoble et sa gestion, etc., qui représentent les “moyens” pour atteindre les “grands objectifs” cités ci-dessus (Cargnello G. 1997, 1999 a-b et 2003 a-c).
Il faut donc souligner à nouveau que les “grands objectifs” ne doivent pas être confondus, comme il arrive souvent dans notre secteur aussi, avec les moyens utilisés pour atteindre ces objectifs. L’objectif de ce travail est de démontrer ultérieurement l’importance fondamentale de l’aspect économique dans le zonage, et en particulier la composante communication et marketing qui doit cependant être gérée de manière équitable et harmonique en ce qui concerne les autres facteurs de l’activité productive, c’està-dire les aspects techniques, économiques-sociaux, et existentiels, prévus dans notre “Grand Filière” (GF).
Ce travail a été conduit a Ormelle dans le Nord-Est de l’Italie, en Vénétie en Province de Treviso dans la “TERRA DELLA VALLE DEL PIAVE” (“Terre de la Valléè du Piave”), en suivant la méthodologie de base suivante: Cargnello G., (1999); 2003a; Carbonneau A., Cargnello G., (2003). Les résultats philosophiques, méthodologiques et applicatifs obtenus dans cette recherche sont très encourageants et nous induisent à intensifier ces activités, dans le but d’appliquer dans la pratique du zonage les indications d’ordre technique, économique, social et existentiel fournies par ces recherches sur le “Grand Zonage”.

In preceding works on zoning “GRANDE ZONAZIONE” (GZ) (“Great Zoning”) the so-called “GRANDE FILIERA” (GF) (“Great Chain”) has been discussed. Within this frame, among the 54 indicators which can be used to read and to appraise a zoning process there are also Marketing and Promotion as fundamental factors of the so-called “GRANDE ZONAZIONE” (GZ) (“Great Zoning”). This GZ starts from economic, social and existential aspects which represent from the bottom of the chain the “GRANDI OBIETTIVI) (GO) (“Great Objectives”) of the vine growing process too and therefore of zoning and does not start from “technical” aspects which are typical of the so-called “Small Zoning” or ” Thematic Zoning”, as for instance soil, climate, vineyard model and its management, etc., which instead represent the “tools” to reach the “great objectives” above quoted (Cargnello G. 1997 and 2003).
Hence, we have to emphasize that the “great objectives” must not be confused, as it often happens also in our research groups, with the means used for achieving such objectives.
The goal of this work is to stress the basic role that either economic issues or marketing and promotion assume in zoning. The latter, however, should be managed in a fair and unbiased way according to the other technical, economic-social and existential factors of the production process as stated in the so-called “Great Chain”.
The work has been carried out in the Northeast part of Italy, in the Veneto Region and, more specifically, in the Province of Treviso in the “TERRA DELLA VALLE DEL PIAVE” (“Land of the Piave Valley”), taking into account the following basic methodology: Cargnello G., (1999); 2003a; Carbonneau A., Cargnello G., (2003).
The philosophical, methodological and application results coming from these researches are very encouraging. They induce us to intensify them in order to put into practice, in the zoning process, the technical, economic, social and existential indications on the “Great Zoning”, which emerge from these researches.

DOI:

Publication date: January 12, 2022

Issue: Terroir 2004

Type: Article

Authors

G. Cargnello (1), L. Galletto (2), S. Scaggiante (2), L. Pezza (1), C. Brugnera (1)(2), S. Dall’Acqua (1)(2), M. Nardin (1)(2)

(1) SOC Tecniche Colturali – Istituto Sperimentale per la Viticoltura – Viale XXVIII Aprile 26 – 31015 Conegliano (TV) Italy
(2) Università di Padova – Corso di Laurea in Scienze Viticole ed Enologiche Conegliano (TV) – Viale XXVIII Aprile 26 – Italy

Contact the author

Keywords

communication, marketing, zoning, great zoning

Tags

IVES Conference Series | Terroir 2004

Citation

Related articles…

Influence of climatic conditions on grape composition of Tempranillo in La Mancha DO (Spain)

The aim of this work was to analyze the variability in grape composition of the Tempranillo cultivar related to climatic conditions, in La Mancha Designation of Origin. Grape composition (sugar content, total acidity, pH, malic acid, and total and extractable anthocyanins) recorded during ripening, were analysed for the period 2000-2019. The weather conditions at daily time scale, recorded during the same period, were also evaluated. The relationships between grape parameters with climatic variables related to temperature and to water deficits, referring different periods between phenological events along the growing cycle, were evaluated using regression analysis. High variability in grape composition was observed in the period analysed. Total acidity varied between 3.7 and 7.3 gL-1 while malic acid varied between 1.2 and 4 gL-1. The extractable anthocyanins ranged between 526 and 972 mgL-1, and total anthocyanins ranged between 922 and 1388 mgL-1, being the lowest values recorded in the hottest year (2017). Total acidity decreased 0.77 gL-1 for an increase of 100 GDD, while malic acid decrease in 0.42 gL-1 for the same GDD increase, being the period between veraison and harvest the one that seemed to have higher influence on acidity. In addition, it was confirmed that increasing water deficits decreased acidity. Total and extractable anthocyanins increased in about 210 and 105 mgL-1, respectively, with an increase of 100 GDD from veraison to harvest, and the increase in water deficits favour the increase of anthocyanins, both total and extractable anthocyanins. Total and extractable anthocyanins concentration increased in 35 and 22 mgL-1 per an increase of 10 mm in the water deficit. These results can be of interest to understand the potential changes that grapes composition may suffer under future warmer climates.

Evolution of the amino acids content through grape ripening: Effect of foliar application of methyl jasmonate with or without urea

The parameters that determine the grape quality, and therefore the optimal harvest time, suffer variations during berry ripening, related to climate change, with the widely known problem of the gap between technological and phenolic maturities. However, there are few studies about its incidence on grape nitrogen composition. For this reason, the use of an elicitor, methyl jasmonate (MeJ), alone or with urea, is proposed as a tool to reduce climatic decoupling, allowing to establish the harvest time in order to achieve the optimum grape quality. The aim was to study the effect of MeJ and MeJ+Urea foliar applications on the evolution of Tempranillo amino acids content throughout the grape maturation. Three treatments were foliarly applied, at veraison and 7 days later: control (water), MeJ (10 mM) and MeJ+Urea (10 mM+6 kg N/ha). Grape samples were taken at five stages of maturation: day before the first and second applications, 15 days after the second application (pre-harvest), harvest day, and 15 days after harvest (post-harvest). The amino acids analysis of the samples was carried out by HPLC. Results showed that the evolution of amino acids was similar regardless of the treatment; however, foliar applications influenced the nitrogen compounds content, i.e., there was no qualitative effect but quantitative one. Most of the amino acids reached their maximum concentration in pre-harvest, being higher in grapes from the treatments than in the control. In general, no differences in grape amino acids content were observed between MeJ and MeJ+Urea treatments. Foliar applications with MeJ and MeJ+Urea enhanced the grape amino acids content, without affecting their profile, helping to optimize their quality and allowing to establish a more complete grape ripening standard. Therefore, MeJ and MeJ+Urea foliar applications can be a simple agronomic practice, which has shown promising results in order to enhance the grape quality.

Is wine terroir a valid concept under a changing climate?

The OIV[i] defines terroir as a concept referring to an area in which collective knowledge of the interactions between the physical and biological environment (soil, topography, climate, landscape characteristics and biodiversity features) and vitivinicultural practices develops, providing distinctive wine characteristics. Those are perceptible in the taste of wine, which drives consumer preference and, therefore, wine’s value in the marketplace. Geographical indications (GI) are recognized regulatory constructs formalizing and protecting the nexus between wine taste and the terroir generating it. Despite considering updates, GIs do not consider the nexus as a dynamic one and do not anticipate change, namely of climate. Being climate a fundamental feature of terroir, it strongly impacts wine characteristics, such as taste. According to IPCC[ii], many widespread, rapid and unprecedented changes of climate occurred, some being irreversible over hundreds to thousands of years. Climatic shifts and atmospheric-driven extreme events have been widely reported worldwide. Recent climatic trends are projected to strengthen in upcoming decades, whereas extremes are expected to increase in frequency and intensity, forcing wines away from GI definitions. Geographical shifts of viticultural suitability are projected, often moving into regions and countries different from current ones. Some authors propose adaptation in viticulture, winemaking and product innovation. We show evidence of climate changing wine characteristics in the Douro valley, home of 270-year-old Port GI. We discuss herein resist or adapt stances for when climate changes the nexus between terroir and wine characteristics. Using the MED-GOLD[iii] dashboard, a tool allowing for easy visual navigation of past and future climates, we demonstrate how policymakers can identify future moments, throughout the 21st century under different emission scenarios, when GI specifications will likely need updates (e.g., boundaries, varieties) to reduce climate-change impacts.

Phenolic composition of Tempranillo Blanco grapes changes after foliar application of urea

Our research aimed to determine the effect and efficiency of foliar application of urea on the phenolic composition of Tempranillo Blanco grapes. The field experiment was carried out in 2019 and 2020 seasons and the plot was located in D.O.Ca Rioja (North of Spain). The vineyard was Vitis vinifera L. Tempranillo Blanco and grafted on Richter-110 rootstock. The treatments were control (C), whose plants were sprayed with water and three doses of urea: plants were sprayed with urea 3 kg N/ha (U3), 6 kg N/ha (U6) and 9 kg N/ha (U9). The applications were performed in two phenological stages, pre-veraison (Pre) and veraison (Ver). Also, each of the treatments was repeated one week later. Control and treatments were performed in triplicate and arranged in a randomised block design. Grapes were harvested at optimum ripening stage. High-performance liquid chromatography was used to analyse the phenolic composition of the grapes. Finally, the results obtained from the analytical determinations – flavonols, flavanols and non-flavonoid (hydroxybenzoic acids, hydroxycinnamic acids and stilbenes) – were studied statistically by analysis of variance. The results showed that, in 2019, U6-Pre and U9-Pre treatments increased the hydroxybenzoic acid content in grapes, and also all foliar treatments applied at Pre enhanced the stilbene concentration. Moreover, U3-Ver was the only treatment that rose flavonol and stilbene contents in the Tempranillo Blanco grapes. In 2020, all treatments applied at Pre enhanced the flavonol concentration in grapes. Furthermore, U3-Pre and U9-Pre treatments increased stilbene content in grapes. Nevertheless, the hydroxybenzoic acid content was improved by U6-Ver and U9-Ver and besides, hydroxycinnamic acid concentration in grapes was increased by all treatments applied at Ver. In conclusion, the lower and highest dose of urea (U3 and U9), applied at pre-veraison, were the best treatments to improve the Tempranillo Blanco grape phenolic composition.

Traditional agroforestry vineyards, sources of inspiration for the agroecological transition of viticulture

A unique “terroir” can be found in southern Bolivia, which combines the specific features of climate, topography and altitude of high valleys, with the management of grapevines staked on trees. It is one of the rare remnants of agroforestry viticulture. A survey was carried out among 29 grapegrowers in three valleys, to characterize the structure and management of these vineyards, and identify the services they expect from trees. Farms were small (2.2 ha on average) and 85% of vineyards were less than 1 ha. Viticulture was associated with vegetable, fruit and fodder production, sometimes in the same fields. Molle trees were found in all plots, together with one or two other native tree species. Traditional grapevine varieties such as Negra Criolla, Moscatel de Alejandría and Vicchoqueña were grown with a large range of densities from 1550 to 9500 vines ha-1. From 18 to 30% of them were staked on trees, with 1.2 to 4.9 vines per tree. The management of these vineyards (irrigation, fertilization and grapevine protection) was described, the most particular technical operation being the coordinated pruning of trees and grapevines. Three types of management could be identified in the three valleys. Grapegrowers had a clear idea of the ecosystem services they expected from trees in their vineyards. The main one was protection against climate hazards (hail, frost, flood). Then they expected benefits in terms of pest and disease control, improvement of soil fertility and resulting yield. At last, some producers claimed that tree-staking was quicker and cheaper than conventional trellising. It can be hypothesized then that agroforestry is a promising technique for the agroecological transition of viticulture. Its contribution to the “terroir” of the high valleys of southern Bolivia and its link with the specificities of the wines and spirits produced there remain to be explored.