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…

Effect of culture and familiarity on wine perception: a study with spanish and british wine experts

Wine perception results from the interaction between the wine and its intrinsic and extrinsic characteristics and the experience [1], background and beliefs of the consumer [2,3]. Among all of the factors affecting wine perception, in this study we focused on culture and cognitive processes, working under the hypothesis that higher familiarity with wines would induce higher perceived quality. Furthermore, we hypothesised that culture would influence the verbalisation of wine properties associated with the different experiences of consumers from different cultures.

Teran grape quality influenced by different irrigation treatments

Teran is an important native variety grown in Istria known for its high level of polyphenols and intensive fruity character of wines. Teran’s yield and wine typicity have recently decreased due to climate changes (increased temperature and severe drought). Four drip irrigation treatments (25%, 50%, 75%, 100% of total evapotranspiration) and control were investigated for the influence on Teran yield and quality, where focus was given to the content and composition of main polyphenolic and volatile compounds in grapes. Irrigation positively influenced yield since the berry weight also increased with increased irrigation. This resulted in the highest yield for 100% ETc. The highest concentration of polyphenols had control, while the irrigation treatments did not differ significantly. However, there was a tendency to decrease concentration with increased irrigation probably due to the increased berry size, which led to a dilution effect. Regarding the volatile compounds, the most abundant group was alcohols, followed by acids.

Tackling the 3D root system architecture of grapevines: a new phenotyping pipeline based on photogrammetry

Plant roots fulfil important functions as they are responsible for the acquisition of water and nutrients, for anchorage and stability, for interaction with symbionts and, in some cases, for the storage of carbohydrates. These functions are associated with the Root System Architecture (RSA, i.e. the form and the spatial arrangement of the roots in the soil). The RSA results from several biological processes (elongation, ramification, mortality…) genetically determined but with high structural plasticity.

Symbiotic microorganisms application in vineyards: impacts on grapevine performance and microbiome

Microorganism-based inoculants have been suggested as a viable solution to mitigate the adverse effects of climate change on viticulture. However, the actual effectiveness of these inoculants when applied under field conditions remains a challenge, and their effects on the existing soil microbiota are still uncertain. This study investigates the impact of arbuscular mycorrhizal fungi inoculation on grapevine performance and microbiome. The study was conducted in a vineyard of Callet cultivar in Binissalem, Mallorca, Spain. Two different treatments were applied: control and inoculation with commercial mycorrhizae complex of Rhizoglomus irregulare applied to plants through irrigation.

Rootstocks and climate change: adding up means learning faster

In this video recording of the IVES science meeting 2025, Gonzaga Santesteban (Public University of Navarra, Pamplona, Spain) speaks about rootstocks, climate change and meta-analysis. This presentation is based on an original article accessible for free on OENO One.