Irrigation and terroir: two opposite concepts? Point of view of international experts and french consumers

The grapevine is an important economical crop that is very sensitive to climate changes and microclimate. The observations made during the last decades at a vineyard scale all concur to show the impact of climate change on vine physiology, resulting in accelerated phenology and earlier harvest (Jones and Davis 2000). It is well-known that berry content is affected by the ambient temperature. While the first experiences were primarily conducted on the impact of temperature on anthocyanin accumulation in the grape, few studies have focused on others component of phenolic metabolism, such as tannins.

It is quite common nowadays to carry out analyses which allow to control the ageing of spirits that are aged in wood casks. Many control parameters have been previously studied, such as the concentration of different phenolic compounds or the Total Polyphenol Index, in order to better understand the ageing process of wood aged spirits. On the other hand, it is frequent to analyse as a physical parameter the colour of those spirit samples, by stating them as an array of three coordinates from various colour spaces as CIE L*a*b* or CIE L*C*H*.

Le sol et le climat occupent une place prépondérante dans le concept de terroir, pour lequel l’OIV s’apprête à adopter une définition internationale. Les travaux de recherche qui ont été menés depuis une trentaine d’années sur ces thèmes et qui ont été, pour les plus importants, présentés dans les 7 premiers Congrès Internationaux des Terroirs Viticoles ont considérablement modifié les connaissances sur le fonctionnement des terroirs viticoles dans le monde et le comportement des consommateurs avertis par rapport aux vins de terroirs.

Color is one of the key elements in the marketing of rosé wines[1]. Their broad range of color is due to the presence of red pigments (i.e. anthocyanins and their derivatives) and yellow pigments, likely including polyphenol oxidation products. Clarifying agents are widely used in the winemaking industry to enhance wine stability and to modulate wine color by binding and precipitating polyphenols[2]. During this study, the impact of four different fining agents (i.e. two vegetal proteins, potatoe and pea proteins, an animal protein, casein, and a synthetic polymer, polyvinylpolypyrrolidone, PVPP) on Syrah Rose wine color and phenolic composition (especially pigments) was investigated. Color was characterized by spectrophotometry analysis using the CIELab system in addition to absorbance data. Fining using PVPP had the highest impact on redness (a*) and lightness (L*) parameters, whereas patatin strongly reduced the yellow component (b*) of the wine color. In parallel, the concentration of 125 phenolic compounds including 85 anthocyanins and derived pigments was determined by Ultra High Performance Liquid Chromatography coupled to elestrospray ionisaion triple-quadrupole Mass Spectrometry (UHPLC-QqQ-ESI-MS) in the Multiple Reaction Monitoring mode[3] .

This presentation illustrates a series of successful wine businesses, which have managed to counter the downward trend impacting the global industry. How these businesses have been successful is explained through the planning and execution of strategies that focused on a clear and consistent aim in attracting new consumers. These cases add weight to the ehrenbergian position that for a business to be successful it must target new customers as a priority over alternative options like increasing value or improving customer retention.