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…

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).

Exploring zoxamide sensitivity in Plasmopara viticola populations: implications for fungicide management in precision agriculture

Fungicides play a critical role in managing grapevine downy mildew caused by the oomycete Plasmopara viticola, a biotrophic and polycyclic pathogen with a high risk of fungicide resistance. Zoxamide, categorized as a low to medium resistance risk, disrupts cell division by inhibiting tubulin polymerization. Resistance to zoxamide is uncommon in field isolates. This six-year study (2017-2022) aimed to detect and quantify zoxamide sensitivity in P. viticola populations across varying resistance pressures in Italian grapevine regions. Analysis of 126 samples from 57 vineyards, mainly in North-Eastern Italy, revealed that most samples exhibited EC50, EC95, and MIC values below 0.1 and 10 mg/L of zoxamide, respectively. Nineteen vineyards showed reduced sensitivity (MIC>100 mg/L), but only four samples were characterized by 24-54% resistant oospores at >100 mg/L of zoxamide.

Effect of vineyard management strategy on the nutritional status of irrigated « Tempranillo » vineyards grown in semi-arid areas

The combination of cover crops with regulated deficit irrigation has been lately shown to be a good method to improve harvest quality in irrigated vineyards of Southern Europe with semiarid climate, as an alternative to the conventional management, that consists on mechanical tillage and irrigation from fruitset to veraison and from then on reduced, or even ended.

How to resolve the lack acidity in wines by better understanding of the adequation of grape varietal-terroir: Negrette grape in the terroir of Côtes du Frontonnais

Le manque d’acidité des vins est un sujet préoccupant dans de nombreux vignobles car l’acidité est un facteur déterminant de la qualité des vins, en liaison avec la nutrition minérale de la vigne.

Phenolic acid characterization in new varieties descended from Monastrell.

Phenolic acids are phytochemicals that are expansively distributed in daily food intake. Phenolic acids are involved in various physiological activities, such as nutrient uptake, enzyme activity, protein synthesis, photosynthesis, and cytoskeleton structure in seeds, leaves, roots, and stems. Also exhibit antibacterial, antiviral, anticarcinogenic, anti-inflammatory, and vasodilatory activities due to their antioxidant property.