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…

High density balsamic vinegar: application of stable isotope ratio analysis to determine watering down.

Aceto balsamico di Modena IGP (ABM) is an Italian worldwide appreciated PGI (Protected Geographical Indication) vinegar,  obtained from cooked and/or concentrated grape must (at least 20% of the volume), with the addition of at least 10% of wine vinegar and a maximum 2% of caramel for color stability (EU Reg. 583/ 2009).

Read More

Phenolic profile of fungus-resistant varieties (PIWIs) for red wine production

Context and Purpose of the Study. PIWI grape varieties (Pilzwiderstandsfähig, fungus-resistant) offer innovative solutions for sustainable viticulture by addressing environmental challenges faced by traditional Vitis vinifera.

Read More

Harvest dates, climate, and viticultural region zoning in Greece

Climate is clearly one of the most important factors in the success of all agricultural systems, influencing whether a crop is suitable to a given region, largely controlling crop production and quality, and ultimately driving economic sustainability. Today many assessments of a region’s climate comes from a combination of station and spatial climate data analyses that facilitate the evaluation of the general suitability for viticulture and potential wine styles, allows for comparisons between wine regions, and offers growers a measure of assessing appropriate cultivars and sites.

Read More

Towards the definition of a detailed transcriptomic map of grape berry development

In the last years the application of genomic tools to the analysis of gene expression during grape berry development generated a huge amount of transcriptomic data

Read More

BIOPROTECTION BY ADDING NON-SACCHAROMYCES YEASTS : ADVANCED RESEARCH ON THIS PROMISING ALTERNATIVE TO SO₂

Sulphur dioxide has been used for many years for its antimicrobial, antioxidant and antioxydasic properties in winemaking but nowadays, it is a source of controversy. Indeed, consumers are more attentive to the naturalness of their foods and beverages and the legislation is changing to reduce the total SO₂ levels allowed in wines. To limit and replace the doses of sulphur dioxide applied, winemakers can now use bioprotection consisting in live yeast addition as alternative,seems to be promising. This process, lightly used in from the food industry, allows to colonize the environment and limit the development or even eliminate undesirable microorganisms without altering the sensory properties of the product.

Read More