Les justifications “terroirs” en terme de marketing: les conditions sont réunies pour une rencontre de qualité entre le consommateur moderne et le vin

The construction of vineyard landscapes along the Burgundy Côte is the result of geological processes and of human labour. Substratum diversity in this vineyard is the result of a very long history explained by the diversity of Jurassic sedimentary facies and Tertiary tectonic activity. The nature and thickness of Quaternary deposits (Weichselian scree debris and alluvial fans) reflect sediment dynamics concurrent with the last glaciation.

In the highly competitive global wine market, Burgundy has a long-established reputation to maintain. The vine and wine sector in Burgundy is based on a five-level ranking of AOC (Appellation d’Origine Contrôlée) wines and of the plots where the grapes are grown.

The Champagne vine-growing region has played a pioneering role in the delimitation of appellations of origin (AOC). The implementation of the Act of July, 22nd 1927 has led to drawing up lists of vine plots based on the criterion of vine cultivation antecedence.

The Muscadet area is situated in the southeast of Nantes, close to the Atlantic coast. It constitutes the western extension
of the French vineyard “Loire Valley”. The Muscadet is renowned and often spontaneously linked to a white wine.
However it remains misconceived as an ordinary wine, lacking authenticity.

European regulations describe what elements must be given in the specifications of DPO determination ; mainly production conditions, links between quality and products characteristics and the physical traits of the production area. These elements are given in the “link to terroir” paragraph relating natural and human factors, detailed product characteristics linked to the geographical area and at last interactions between product originality and the geographical area.