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…

Innovations in the use of bentonite in enology: interactions with grape and wine proteins, colloids, polyphenols and aroma compounds.

The use of bentonite in oenology rounds around the limpidity and the stability that determine consumer acceptability. As a matter of fact, the haze formation in wine reduces its commercial value and makes it unacceptable for sale. Stabilization treatments are, therefore, essential to ensure a long-time limpidity and to forecast the formation of deposits in the bottle. Bentonite that is normally used in oenology for clarifying-fining purpose, shows a natural clay-based mineral structure allowing it to swell and to jelly in water and hence in must and wine.

Caractérisation des productions vitivinicoles des terroirs du Barolo (Piemonte, Italie)

Le projet “Caractérisation des productions vitivinicoles du Barolo” est né par la volonté de la Région Piémont de créer une équipe multidisciplinaire de recherche pour l’individuation des différences

The evolution of italian vine nursery production over the past 30 years

Italy has a long history of viticulture and has become one of the world’s leading producers of vine propagation material. The Italian vine nursery industry is today highly qualified and has become highly competitive on a global scale. The quality of the material is guaranteed by compliance with European Union regulations, which have been in force since the second half of the 20th century and have subsequently been supplemented and updated.

Effect of drought on grapevine wood fungal pathogen communities using a metatranscriptomics approach

Crops are facing increasing biotic and abiotic stress pressures due to global changes. However, trade-off mechanisms between these stresses and the underlying physiological processes are still poorly understood, especially in perennial crop species. To better understand these trade-offs, we studied the effect of drought on grapevine (Vitis vinifera) physiology and esca-related wood fungal communities. Esca is a vascular disease caused by a community of wood-infecting pathogenic fungi, and characterized by trunk necrosis, leaf scorch symptoms, yield losses, and mortality.

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.