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: 12/01/2022

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…

Effect of one-year cover crop and arbuscular mycorrhiza inocululation in the microbial soil community of a vineyard

The microbial composition of the soil is an important factor to consider in viticulture, since its influence on the “terroir” and on the organoleptic properties of the wine have been demonstrated. Different agronomic techniques have the potential to modify the composition and functionality of the soil microbial community. Maintaining green covers is known to increase soil microbial diversity. The direct application of inoculum of beneficial microorganisms to the soil has also been used to increase their abundance. However, the environmental conditions of each site seem to have a determining weight in the result of these practices. In this study, we compared the effect on the microbial community of a cover crop with legumes in autumn and the inoculation of grapevines with commercial inoculum bases on Rhizophagus irregularis and Funeliformis mosseae in the previous spring. The study has been carried out in a vineyard in Binissalem, Mallorca, Spain. After applying the treatments, we will analyze the soil microbial communities using the data obtained from Illumina amplification of soil DNA from the 16S and ITS regions to analyze bacteria and fungi community, respectively. In addition, we will record the physicochemical characteristics of the soil at each sampling point. The result showed that agronomic management, in the short term, has less influence than soil characteristics on the composition of the soil microbiome. With these results, we can conclude that in a vineyard, agricultural techniques should focus on improving the characteristics of the soil to improve the biodiversity of the soil microbiota.

Vineyards and clay minerals: multi-technique analytical approach and correlations with soil properties

Purpose of this research is to quantitatively assess the mineral component of vineyard soils, with particular attention to the mineralogical analysis of clays, which represent an element of high importance in the vineyard culture as well as in general agriculture. An X-ray diffraction (XRD) / thermogravimetric (TG) multi-technique analytical approach was developed, tested on soil samples taken from vineyards around the world. This codified analytical procedure was necessary to obtain precise qualitative and quantitative mineralogical data, globally comparable to distinguish the geopedological identity of the vineyards. Soil samples from vineyards of various locations were analysed, in very different geological conditions. The bulk-rock quantitative phase analysis (QPA) was obtained by the Rietveld method while the detailed composition of the clay-sized fraction was determined by modelling of the oriented X-ray diffraction patterns. The research provided a precise classification of the mineral component of soils, distinguishing the mineral phases of the clays and the so-called mixed-layer clay minerals. We found that the content in mixed layers can be directly correlated with the water retention and the cation exchange capacity ​​of the soil, while the presence of other clayey minerals and phyllosilicates in this research did not affect this CEC parameter, which codes the fertility level of the soils. The study demonstrates that terroir, in particular soils formed in complex or very different geological conditions, can only be effectively interpreted by properly analysing its mineral phases, in particular the mixed-layer clay component. These are characteristic abiotic ecological indicators, which may have specific eco-physiological influences on the plant.

Late season canopy management practices to reduce sugar loading and improve color profile of Cabernet-Sauvignon grapes and wines in the high irradiance and hot conditions of California Central Valley

Global warming is accelerating grape ripening, leading to unbalanced wines from fruit with high sugar content but poor aroma and colour development. Reducing the size of the photosynthetic apparatus after veraison has been shown to delay technological ripeness in cool climates, but methods have not been tested in areas with high irradiance and temperature where fruit exposure could have disastrous effects on berry composition. In this Cabernet-Sauvignon trial, we compared the application of an antitranspirant (pinolene), to severe canopy topping and above bunch zone leaf removal, all performed at mid-ripening, with an untouched control. We monitored the vines weekly by measuring stem water potential, gas exchange, fruit zone light exposure. We sampled berries to measure berry weight, total soluble solids, pH, titratable acidity, and the anthocyanin profile. At harvest, we assessed yield components, measured carbon isotope discrimination, rated sunburn on clusters, and produced experimental wines. We submitted harvest samples to metabolomic profiling through PFP-Q Exactive MS/MS and wines to sensory analysis. Application of the antitranspirant significantly reduced stomatal conductance and assimilation rate but did not affect the stem water potential. Inversely, leaf removal and topping increased water potential but did not affect leaf gas exchange. The late topping was the only treatment able to decrease sugar content (up to 2Bx), increase titratable acidity and pH, and improve anthocyanin content because of lower degradation of di-hydroxylated forms. Late leaf removal above the bunch zone increased lightning conditions in the canopy and produced the most significant damage on fruits. Yield components were not affected. This work suggests that late-season canopy management can effectively control ripening speeds and improve grapes and wines. Still, the effect on grape exposure in a critical time must be well balanced to avoid problems with the appropriate technique.

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.

Effects of graft quality on growth and grapevine-water relations

Climate change is challenging viticulture worldwide compromising its sustainability due to warmer temperatures and the increased frequency of extreme events. Grafting Vitis vinifera L.