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…

Evaluation of terroir suitability for vine cultivation in new areas using geographic multi-criteria decision support

Based on historical vine cultivation, the recent development of wine production in Drama wine region (Greece) has led to vine cultivation expansion of white and red varieties. The current cultivation of 500 ha of vineyards is expected to increase in the coming years. Natural terroir units (NTU) have been designed recently to support the production of high quality wines in the region [1]. The aim of this work is to evaluate the relevancy of the proposed NTUs regarding their suitability to produce wines of specific sensorial identity, and to provide guidelines for correct site selection for the expanding wine industry of the region.

Impact of elemental sulfur (S0) residues in Sauvignon blanc juice on the formation of the varietal thiols 3-mercapto hexanol and 3-mercaptohexyl acetate

Elemental sulfur is a fungicide used by grape growers to control the development of powdery mildew, caused by the fungus Erysiphe necator. This compound is effective, cheap and has a low toxicity with no withholding period recommended. However, high levels of S0 residues in the harvested grapes can lead to the formation of reductive sulfur compounds that can impart taints and faults to the wine. Hydrogen sulphide (H2S) is a very volatile and unpleasant sulfur compound which formation is connected to high residues of S0 in juice (10 – 100 mg/L).

Proposal of zonification and characterization of terroirs in the Yalde-Najerilla-Uruñuela vine growing area (DOC Rioja, Spain), based on the soil influence

Natural Terroir Units (NTU) are being delimited in vine growing area DOCa Rioja, in collaboration with Uruñuela Cooperative, to characterized specific and singular Tempranillo (Vitis vinifera

La protection des terroirs viticoles dans l’AOC Côtes du Rhône (France)

[English version below]

Les terroirs viticoles, et plus particulièrement ceux des vignobles AOC, sont aujourd’hui menacés par de multiples agressions. Ces territoires sont non seulement l’outil de production

Valorization of grape marc in a biorefinery loop for producing short- and medium-chain fatty acids, hydrogen, and methane, with polyphenol recovery

Global grape production amounts to approximately 70 million tons per year, with Europe contributing 61% of the world’s wine output, primarily from Italy, France, and Spain.