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…

From vine to wine : a multi-trait experiment for increasing the varietal diversity in the bordeaux wine region. How to adapt to climate change without damaging terroir expression?

Context and purpose of the study climate change is impacting wine typicity across the globe, raising concerns in wine regions historically renowned for the quality of their terroir. Replacing some of the plant material can be an efficient lever for adapting to climate change. However, the change of cultivars also raises questions about the region’s wine typicity. This study, based on seven years of data, investigates the potential adaptability of over 50 different varieties in the bordeaux wine region.

Read More

Optimizing the use of bentonite for better control of haze formation In white and rosé wines

In winemaking, the appearance of turbidity in white and wine is a serious visual defect, which lowers significantly its commercial value. A major cause of the formation of turbidity in wine is attributed to the presence of temperature-sensitive proteins.

Read More

«Nektar» -the new red variety wine grape aromatic high quality

The multi-annual study of the International Genetic Bank of the Grape Vine has shown that red varieties are enough, but the red varieties that produce high-quality red wine are minimal.

Read More

Les terroirs viticoles ont une histoire

The historian starts from a scientific, rigorous and recent definition of the wine-growing region. “A viticultural terroir is made up of several homogeneous units: geological and pedological elements (texture,
grain size, thickness, mineralogical nature, chemical components), geomorphological (altitude, slope, exposure), climatological (rainfall, temperature, insolation)”. Absent from this definition, the man is fortunately reintroduced a little further. By associating viticulture and winemaking, it forms a “couple” with the terroir and this couple.

Read More

IMPACT OF MINERAL AND ORGANIC NITROGEN ADDITION ON ALCOHOLIC FERMENTATION WITH S. CEREVISIAE

During alcoholic fermentation, nitrogen is one of essential nutrient for yeast as it plays a key role in sugar transport and biosynthesis of and wine aromatic compounds (thiols, esters, higher alcohols). The main issue of a lack in yeast assimilable nitrogen (YAN) in winemaking is sluggish or stuck fermentations promoting the growth of alteration species and leads to economic losses. Currently, grape musts are often characterized by low YAN concentration and an increase of sugars concentration due to global warming, making alcoholic fermentations even more difficult. YAN depletion can be corrected by addition of inorganic (ammonia) or organic (yeast derivatives products) nitrogen during alcoholic fermentation.

Read More