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…

Diversity of arbuscular mycorrhizal fungi on grapevine roots across an edaphoclimatic gradient

Challenges associated with climate change, such as soil erosion and drought, have impacted viticulture across wine regions globally in recent decades. As winegrowers struggle to maintain yield and quality standards under these conditions, methods to adapt to and mitigate the impacts of climate change have become more prevalent. One potential mitigation strategy is to enhance symbiotic interaction of grapevine roots with arbuscular mycorrhizal fungi (AMF).

Evaluation of Valdadige DOC “Terra dei Forti” vineyards by zoning approach

La conoscenza dell’interazione genotipo x ambiente e pertanto della caratterizzazione territoriale è di prioritaria importanza nella valutazione dei siti. Grazie alla combinazione di dati GIS

Genome editing applications on grapevine cv. Aglianico for the knockout of susceptibility genes related to fungal diseases

Context and purpose of the study. Italy hosts diverse grapevine varieties crucial for viticultural biodiversity. Preserving this biodiversity is essential for maintaining a diversified genetic pool and addressing future challenges such as climate change and emerging plant diseases.

DEVELOPMENT OF BIOPROSPECTING TOOLS FOR OENOLOGICAL APPLICATIONS

Wine production is a complex biochemical process that involves a heterogeneous microbiota consisting of different microorganisms such as yeasts, bacteria, and filamentous fungi. Among these microorganisms, yeasts play a predominant role in the chemistry of wine, as they actively participate in alcoholic fermentation, a biochemical process that transforms the sugars in grapes into ethanol and carbon dioxide while producing additional by-products. The quality of the final product is greatly influenced by the microbiota present in the grape berry, and the demand for indigenous yeast starters adapted to specific grape must and reflecting the biodiversity of a particular region is increasing. This supports the concept that indigenous yeast strains can be associated with a “terroir”.

Impact of chitosan treatment on the physico-chemical features of a sangiovese red wine

Chitosan is gaining interest in red winemaking thanks to its ability to inhibit the development of Brettanomyces spp. yeast, or other undesired wine microbial threats. However, little is known about potential side-effects of its addition on the physico-chemical parameters of red wines.