Terroir 1996 banner
IVES 9 IVES Conference Series 9 Marketing terroir wines

Marketing terroir wines

Abstract

The markets for quality wine are becoming more competitive as newer producers emerge and traditional producers improve their quality. The concept of terroir is one way to differenzi­ate wines in a competitive market and to enhance producer income. However, differentiation of wines is insufficient to assure profitability. If producers are to exploit the concept of ter­roir they will need to develop a sound market plan that identifies and evaluates target mar­kets, describes product attributes and how they meet consumer needs and wants, and estab­lishes appropriate distribution and promotion programs. Both producers and their associa­tions will need credible market research on which to base market decisions. Strategies that emphasize grabbing market share will not enlarge the wine market in the long term. A por­tion of promotional activities should be directed toward exanding all wine consumption.

DOI:

Publication date: March 2, 2022

Issue: Terroir 1998

Type: Article

Authors

KIRBY MOULTON

Department of Agricuitural and Resource Economies, University of Califomia
207 Giannini Hall – Berkeley, CA 94720-3310

Tags

IVES Conference Series | Terroir 1998

Citation

Related articles…

Iso-/anisohydric behavior in wine grapes may be a matter of soil moisture

There are claims that wine grape cultivars are either isohydric or anisohydric; the former maintaining, and the latter decreasing, their plant water status as soil moisture declines. However, available information is inconsistent. There are those that show an existence of a continuum in cultivar response to soil moisture rather than a distinct categorization. Others even show both behaviors in the same cultivar grown in different environments. In this study we investigated the behavior of 30 own rooted Vitis vinifera cultivars during successive drydown and rewatering cycles over two growing seasons in arid eastern Washington (<200 mm annual precipitation).

Reconstructing ancient microbial fermentation genomes from the wine residues of Herod, Roman king of Judea

The fortress of the Herodium, built towards the end of the first century BCE/ante Cristo, on the orders of Herod the Great, Roman client king of Judea, attests the expansion of Roman influence in the eastern Mediterranean. During archaeological excavations of the Herodium in 2017[1], a winery was discovered on the ground floor of the palace, with an assortment of clay vessels in situ, including large dolia – clay fermentation vessels each capable of fermenting up to 300-400 L of wine. Thanks to the recent progresses in the field of paleogenomics[2], we could analyse the organic material consistent with grape pomace at the bottom of these vessels, by extracting and sequencing the DNA using shotgun metagenomics and targeted capture, aiming for enrichment of DNA from fermentation associated microbes.

Agroclimatic characterisation of the Portugese wine denominations of origin using a compound index

Aims: This study aims to: (1) characterize the agroclimatic conditions of the Portuguese Denominations of Origin, using a compound index that combines thermal and soil water balance conditions and a high-resolution climatic dataset (~1 km spatial resolution); (2) categorize the main grapevine varieties as a function of this compound index.

Circular viticulture: transforming grapevine waste into sustainable fibers

Annually, around 31.95 million tonnes of grapevine prunings are produced worldwide as agricultural waste.

Oenological potential of cv. Tortojona: A minority grape variety from Extremadura, southwest Spain

This work, included in the VAVEGEX project, aims to evaluate the oenological, phenolic, chromatic and sensory characteristics of the grapes, must and wines produced from cv. Tortojona, minority variety grown in Extremadura region (Southwest, Spain).