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…

Relationship between chemical parameters of tannins and in-mouth attributes of grape phenolic fractions

Establish relationships between taste and mouthfeel properties of grapes and tannin-related chemical parameters. Tempranillo Tinto and Garnacha Tinta grapes were harvested from distinct blocks in different dates; each sample collection date was separated by one week. Grapes were destemmed and macerated in 15% of ethanol for one week. The polyphenolic fraction (PF) of samples was submitted to solid phase extraction on C18 cartridges and recovered with ethanol. PFs were reconstituted in wine model and their taste and mouthfeel properties were characterised by rate-K-attributes methodology. In parallel, concentration (TC) and activity (TAc) of tannins as well as the concentration of tannins linked to anthocyanins (T-A) were determined using HPLC-UV–VIS.

Read More

A DNA-free editing approach to help viticulture sustainability: dual editing of DMR6-1 and DMR6-2 enhances resistance to downy mildew 

The sustainability of viticulture hinges on maintaining quality and yield while reducing pesticide use. Promising strides in this direction involve the development of clones with enhanced disease tolerance, particularly through the knockout of plant susceptibility genes. Knocking out of Downy Mildew Resistant 6 (DMR6) led to increased levels of endogenous salicylic acid (SA), a regulator of immunity, resulting in enhanced tolerance to Downy Mildew (DM) and other diseases in various crops.

Read More

Managing alcohol in sparkling wine production: adjusting harvest timing and utilizing grape juice in “liqueur de tirage”

Context and purpose of the study. Sparkling wine production is majorly impacted by climate change as sugar accumulation and aromatic development in grapes are often decoupled.

Read More

First quantification of glut-3SH-SO3 and glut-3SH-al in juice and wine

3-Sulfanylhexan-1-ol (3SH) is a key impact odorant of white wines such as Sauvignon Blanc.[1] In particular, the varietal characters of Sauvignon Blanc, especially from Marlborough New Zealand, are strongly influenced by the concentrations of 3SH.[2,3

Read More

Analysis of peptide fraction from white wines

Among nitrogen compounds included in white wines, the peptide fraction is certainly the least studied, however this fraction is quantitatively the most important (Feuillat, 1974). Existing studies concern the fraction below 1 kDa and only for white and sparkling wines (Bartolomé et al, 1997, Desportes et al 2000). In this report, we have developed methods to isolate peptides from reference white wines. Then, we have applied this methodology with bitter wine to answer a research question: is there a relation between peptides and the bitterness of white wine as for some cheese for example (Furtado, 1984)?

Read More