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…

Combination of NIR multispectral information acquired from a ground moving vehicle with AI methods to assess the vine water status in a Tempranillo (Vitis vinifera L.) commercial vineyard

Increasing water scarcity and unpredictable rainfall patterns necessitate efficient water management in grape production. This study proposes a novel approach for monitoring grapevine water status in a commercial vertically-shoot-positioned Vitis vinifera L. Tempranillo vineyard using non-invasive spectroscopy with a battery of different AI methods to assess vineyard water status, that could drive precise irrigation. A contactless, miniature NIR spectrometer (900-1900 nm) mounted on a moving vehicle (3 Km/h) was employed to collect spectral data from the vines’ northeast side along six dates in season 2021.

Metabolomic study of mixed Saccharomyces cerevisiae yeast during fermentation

Alcoholic fermentation conducted by microorganism is a key step in the production of wine. In this process, interactions between different species of yeast are widely described but their mechanisms are still poorly understood. The interactions studied in wine are mainly between Saccharomyces and non-Saccharomyces species. Therefore, little is known about the mechanisms of interactions

Antimicrobial activity of oenological polyphenols against Gram positive and Gram negative intestinal multidrug-resistant bacteria

Bacterial antibiotic resistance is a major current health problem. Polyphenols have demonstrated antibacterial activity, and in this work we studied the effect of oenological polyphenols on the growth of intestinal multidrug-resistant strains of human and animal origin. Two Enterococcus faecium strains, resistant to vancomycin and other antibiotics, and four Escherichia coli strains, resistant to ampicillin and other antibiotics, were included in this study. All strains showed multidrug resistant phenotypes and genotypes to at least two antibiotic families.

The Shield4Grape project to improve the sustainability of European viticulture

Grapevine (vitis spp.) Is one of the major and most economically important fruit crops worldwide. Unlike other cropping systems, viticulture has ancient historical connections with the development of human culture and with the socio-cultural background of grape-growing areas. The vitis genus is characterised by high levels of genetic diversity, as result of natural genetic mutations, which are common in grapevines and further assisted by ongoing vegetative propagation.

Comparison of ancestral and traditional methods in the elaboration of sparkling wines; preliminary results

Top quality sparkling wines (SW) are mostly produced using the traditional method that implies a second fermentation into the bottle[1]. That is the case of sparkling wines of reputed AOC such as Champagne, Cava or Franciacorta. However, it seems that the first SW was elaborated using the ancestral method in which only one fermentation takes place[2]. That is the case of the classical SW from the AOC Blanquette de Limoux[3]. In both cases, SW age in the bottle during some time in contact with lees favoring yeast’s autolysis[4]. There is a lot of information about traditional method but only few exists about ancestral method. The aim of this work was to compare SW made by the ancestral method with SW made by the traditional method.