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…

Flavonol and anthocyanin potential of Spanish minority grapes and its relationship with wine colour

Global climate change is currently affecting vine phenology and causing a decoupling between technological and phenolic maturity of the grapes [1]. Wine industry has to face the challenge of making quality wines from grapes with an unbalanced phenolic composition.

Influence of viticulture on the temporary evolution of the landscape: the case of the AO Ribera del Duero (Central Spain)

The European Landscape Convention (ELC, 2001) defined the landscape as the “part of a
territory as perceived by the population and resulting from the action of natural and/or human factors and their interrelationships”. Wine landscapes, protected or not under figures such as cultural landscapes or Cultural heritage, are a clear demonstration of this definition, denoting the interrelationships of the natural
environment and the action of the human, which modulates the territory to give the different wine
landscapes. This work was focused on the study of the effect of the human factors linked to the cultivation of the vine on the modification of the landscape.

The use of remote sensing in South-African terroir research

The diversity of soil types in the Western Cape of South Africa leads to high levels of within-vineyard variability. Multispectral remote sensing has received a lot of attention recently in the South-African wine industry in an attempt to identify and deal with this variability.

THE EFFECT OF DIFFERENT TERROIRS ON AROMA COMPOUNDS OF ‘KALECIK KARASI’ WINES

Kalecik Karası is a domestic grape variety of Turkey, originating from Kalecik district, 80 km from Ankara. Although there is no definite evidence, it is known that it was used in wine production by many civilizations that lived in the Anatolian region, especially the Hittites. Compared to other black wine grapes, it stands out with its low tannin content, rich fruity aroma and complex structure. In good vintages, red fruits such as strawberries, cherries and raspberries stand out in the aroma profile. Although its structure is elegant, it has the potential to age and develop similar to the ‘Pinot Noir’ wine of the Burgundy region. This offers a complex aroma structure including red flowers, earth and ripe fruits.

Technical innovation and quality control of wine production in China

Recent decades have witnessed an evolving trend of diverse product types, improved quality, and green, low-carbon, and sustainable development in chinese wine market. A quality evaluation system, namely, with a dual orientation of “flavor compounds” and “sensory evaluation” is used as guidance for winemaking innovation in China.