The enzymatic browning of grape must is still a major problem in oenology today [1] being particularly serious when the grapes have been infected by grey rot [2]. Browning is an oxidation process that causes certain foods to turn brown, which often leads to them being rejected by consumers [3]. This is a particular problem in the case of wine, because grape must is very vulnerable to enzymatic browning [4].

The traditional pruning system in Piedmont (North-West Italy) is the Guyot system; it requires trained personnel, difficult to find, and it does not permit the mechanization of winter pruning, thus it is very expensive. An alternative technique that could allow the reduction of the vineyard management costs could be the spur-pruning which is simpler to perform and fully mechanized.

This study examines how people who consume wine in cans are perceived in terms of their basic personality characteristics, helps understand the role of cultural background on people’s perception, and verify the role played by the consumption context on the perception. Our hypothesis is that prejudice and negative attitudes towards wine in cans might exert a negative effect on the evaluation of people who consume canned wine. To evaluate this hypothesis, the consumption of wine in cans was evoked in four different contexts of use during outdoor leisure activity (beach resort, ski resort, desert safari, and party). In order to examine the effect of culture on subject’s response we use participants from Switzerland, a country where three different cultures, associated with three different languages, cohabit.

‘Timorasso’ is an autochthonous white grape variety from southern Piedmont (Italy) used for producing wines in the Colli Tortonesi product designation of origin (PDO). Over the last decade, there has been a notable rise in its production, due to the increased interest of wine enthusiasts who prized its wine distinctive ageing notes [1].

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.