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.

Download the PDF

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…

Preliminary studies of zoning applications in Goriška Brda (Collio) winegrowing region, Slovenia

Goriška Brda est la région viticole située le plus à l’ouest de la Slovénie, attenante au Collio d’Italie. Goriška Brda (2020 ha de vignobles) a une longue tradition d’élevage viticole. La proximité de la mer Adriatique (Golfe de Trieste) au sud-ouest et des Alpes Juliennes au nord contribue à un climat caractéristique et unique qui influe sur la croissance et la fertilité de la vigne. La constitution des sols, un climat typique et un relief mouvementé provoquent des différences dans la production du raisin, sa quantité et sa qualité. L’utilisation du zonage ou du microzonage permettraient d’atténuer les influences des facteurs climatiques et du sol sur la production de la vigne ou d’en profiter. Pour évaluer la signification des différents facteurs, nous avons résumé et réuni les modèles de différents auteurs.

Read More

Membrane contactor: a sustainable technology to remove dissolved oxygen from wine and preserve wine aroma

Oxygen management in wine is one of the most significant challenging issues for winemakers.

Read More

Exemples de zonage au Chili et en Amérique Latine

Ce document présente la situation viticole des appellations d’origine en Argentine, Brésil, Chili et Uruguay.
L’étude s’est restreinte uniquement à ces 4 pays, bien qu’il en existe d’autres avec une production viticole d’une certaine importance.

Read More

Dissecting the dual role of light regarding the plasticity of grape physiology and gene regulation through daylength simulation in a semi-arid region

Context and purpose of the study. Daylength is a key climatic factor within the terroir concept. However, the complex interplay of multiple variables in regions with varying daylengths makes it challenging to isolate and investigate this specific factor.

Read More

Agronomic behavior of three grape varieties in different planting density and irrigation treatments

In the O Ribeiro Denomination of Origin, there is a winemaking tradition of growing vines under a high-density plantation framework (8,920 vines/ha) and maintaining its vegetative cycle under rainfed conditions.
Currently, viticulture is advancing to plantation frames in which the density is considered medium (5,555 vines/ha), thus allowing mechanized work to be carried out for vineyard management operations. Although, the application of irrigation applied proportionally to the needs of the vegetative cycle of the vine, is a factor that increasingly helps a good development of the vine compared to the summer period, with increasingly uncertain weather forecasts.

Read More