Multisensory experiential wine marketing

The FUELPHORIA project explores innovative pathways for sustainable energy production, with DEMO 2 focused on transforming winery-derived CO₂ into methane (CH₄) using renewable hydrogen (H₂).

Le marché international du vin est désormais tourné vers la qualité et les vignobles de vin de masse se transforment pour construire la qualité et la réputation de leurs produits. Cette construction s’appuie notamment sur la valorisation de ressources territoriales de nature physique (terroir, pacage, écosystème) et humaine (savoir-faire, culture, patrimoine…). Les « Routes des Vins » sont des exemples concrets de ces processus de «territorialisation», combinant ces ressources territoriales pour communiquer sur l’ancrage géographique et la spécificité des vins. Les «Routes des Vins» émergentes, observées dans les régions vitivinicoles en transition vers la qualité, en Languedoc Roussillon, à Mendoza (Argentine) et au Western Cape (Afrique du Sud), participent souvent à la valorisation des terroirs, en organisant un itinéraire sur le territoire associé, en faisant découvrir les vins «de qualité», les paysages, les pratiques et le savoir-faire associés à leur élaboration.

One of the main sensory characteristics of red wine is astringency, which can be defined as drying, puckering and roughing of the oral cavity after the exposure to tannin-rich wines. Tannins are the main responsible for the intensity of the sensation as well for the qualitative aspects of astringency. However, the total intensity of the sensation is not sufficient to fully characterize red wine astringency. Thirty-three different subqualities (Gawel et al. 2001) had been generated to describe the complexity of this multi perceptual phenomenon, which includes both tastes, tactile, and flavor sensations. So, how to feel tannins during tasting? In this study, we used a sensory method that combine the training for astringency subqualities with touch-standards and the CATA questions, usually applied in consumer science, to evaluate the astringency subqualities of different typologies of Sangiovese: commercial and experimental wines. Sangiovese wine represents a good model for the study of astringency because it is generally characterized by a high content of low and high molecular weight proantocyanidins. Commercial wines differed for percentage of Sangiovese (80-100 %) grapes used in winemaking and for designation (Toscana TS, Chianti Classico CH, Chianti Riserva CR, Morellino di Scansano MS). The astringency profile of wines changed as the percentage of Sangiovese increased. Positive subqualities as velvet, soft, mouthcoat, and rich highly characterized the Sangiovese wine belonging to TS and CR designations. Moreover, the astringency subqualities related to blending or wood aging, represented the drivers of quality of commercial Sangiovese wines.

A webinar organised by the UBC Wine Research Centre, on June 25th 2020. About Wine Vision 2040 Wine Vision 2040 is delivered by wine-passionate, high-profile individuals keen to share ideas and views that will spark conversations within wine communities.  No...

Canopy-management practices are applied in viticulture to improve berries composition and quality, having a great impact on primary and secondary grape metabolism. Among these techniques, cluster zone leaf removal (defoliation) is widely used to manage air circulation, temperature and light radiation of grape bunches and close environment. Since volatiles are quantitatively and qualitatively influenced by the degree of fruit ripeness, the level of solar exposure, and the thermal environment in which grapes ripen, leaf removal has been shown to affect volatile composition of grape berries [1].