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 nanofiltration on the chemical composition and wine quality

In Enology the conventional processes of filtration for clarification and stabilization are giving place to alternative membrane processes, including nanofiltration (NF). Furthermore, the increased alcohol content in wines recorded in recent years became an important issue for all the main wine producing countries. Among techniques available to the wine industry to reduce the ethanol content, NF is certainly one of the newest. This study is focused on the evaluation of NF influence on wine physical-chemical composition, including mineral content, which in accordance to our best knowledge is a novelty.

Merging fast sensory profiling with non-targeted GC-MS analysis for multifactorial experimental wine making

Wine aroma is influenced by several viticultural and oenological factors. In this study we used experimental wine making in a full factorial design to determine the impact of grapevine age, must turbidity, and yeast strain on the aroma of Vitis vinifera L. cv. Riesling wines. A recently developed, non-targeted SPME-GC-MS fingerprinting approach for wine volatiles was used. This approach includes the segmentation and mathematical transformation of chromatograms in combination with Parallel Factor Analysis (PARAFAC) and subsequent deconvolution of important chromatogram segments.

Use of computational modelling for selecting adsorbents for improved fining of wine

The occurrence of faults and taints in wine, such as those caused by microbial spoilage or various taints, have resulted in significant financial losses to wine producers. The wine industry commits significant financial resources towards fining and taint removal processes each year. Fining involves the addition of one or more adsorptive substrates to juice or wine to bind certain components, thus reducing their concentration [1]. However, these processes are often not selective and can also remove desirable flavour and aroma compounds.

Effectiveness of carboxymethyl cellulose (CMC) on tartaric stabilization of cava base wine

Recent EU regulations allow the use of carboxymethylcellulose (CMC) as a stabilization agent in wine. We tested CMC in bases for sparkling wines, which must be stabilized before the second fermentation that raises alcohol concentration by 1,5%.

Mining belowground and aboveground microbiome data to identify microbial biomarkers of grapevine health and yield

Vineyards are home to a wide diversity of microorganisms that interact with plants and with each other.