Terroir 2012 banner
IVES 9 IVES Conference Series 9 The characteristics of strong territorial brands: the case of Champagne

The characteristics of strong territorial brands: the case of Champagne

Abstract

While most brands belong to individual enterprises, some brands belong to groups of enterprises based in a single territory. This conceptual paper examines the characteristics of these territorial brands using the lens of the wine of Champagne in France. Employing a series of past studies the paper first explores the nature of the territorial brand (including its overarching nature and emergent development), then develops an analysis of the preconditions for a strong territorial brand. The proposition is that these include a specific type of brand manager, a strong willingness to co-operate, a common mythology and local engagement. The paper is significant as it considers territorial goods rather than services such as tourism.

DOI:

Publication date: October 1, 2020

Issue: Terroir 2012

Type: Article

Authors

Steve CHARTERS, David MENIVAL

Reims Management School, 59 rue Pierre Taittinger, 51100 France

Contact the author

Keywords

place marketing, territorial brand, champagne.

Tags

IVES Conference Series | Terroir 2012

Citation

Related articles…

Modeling island and coastal vineyards potential in the context of climate change

Climate change impacts regional and local climates, which in turn affects the world’s wine regions. In the short term, these modifications rises issues about maintaining quality and style of wine, and in a longer term about the suitability of grape varieties and the sustainability of traditional wine regions. Thus, adaptation to climate change represents a major challenge for viticulture. In this context, island and coastal vineyards could become coveted areas due to their specific climatic conditions. In regions subject to warming, the proximity of the sea can moderate extremes temperatures, which could be an advantage for wine. However, coastal and island areas are particular prized spaces and subject to multiple pressures that make the establishment or extension of viticulture complex.
In this perspective, it seems relevant to assess the potentialities of coastal and island areas for viticulture. This contribution will present a spatial optimization model that tends to characterize most suitable agroclimatic patterns in historical or emerging vineyards according to different scenarios. Thanks to an in-depth bibliography a global inventory of coastal and insular vineyards on a worldwide scale has been realized. Relevant criteria have been identified to describe the specificities of these vineyards. They are used as input data in the optimization process, which will optimize some objectives and spatial aspects. According to a predefined scenario, the objectives are set in three main categories associated with climatic characteristics, vineyards characteristics and management strategies. At the end of this optimization process, a series of maps presents the different spatial configurations that maximize the scenario objectives.

Decline of new vineyards in Southern Spain

In-season vineyard pest management relies on proper timing, selection, and application of products. Most of the research on pest management tends to focus on the influence of regional conditions on these aspects, with an emphasis on product timing and efficacy evaluation. One aspect that is not fully vetted in various vineyard regions is application (sprayer) technology. The purpose of this study was to determine the influence of regional conditions on sprayer performance in commercial wine grape vineyards in eastern Washington.

Towards the understanding of wine distillation in the production of brandy de Jerez. Chemical and sensory characterization of two distillation methods: continuous and batch distillation

Brandy de Jerez (BJ) is a spirit drink made exclusively from spirits and wine distillates and is characterized by the use of casks for aging that previously contained Sherries. The quality and sensory complexity of BJ depend on the raw materials and some factors: grape variety, conditions during processing the wine and its distillation, as well as the aging in the cask. Therefore, the original compounds of the grapes from which it comes are of great interest being in most cases the Airén variety. Their relationship with the quality of the musts and the wines obtained from them has been studied (1) and varies each year of harvest depending on the weather conditions (2).

Study on the impact of clone on the varietal aroma of Xinomavro

It is well documented that varietal aroma is an important parameter of wine quality. Chemical compounds responsible for wine varietal aroma are sourced from secondary grape metabolites. Until today little research is conducted on the influence of vine clone on the grape aromatic content of Greek grape varieties. Xinomavro (Vitis vinifera L.) is one of the most important Greek grape varieties, valuable for the wine industry of Northern Greece since it contributes to the production of PDO wine of Naoussa, Amindeo and Goumenissa.

Redwine project: how to valorize CO2 and effluents from wineries in vineyards and winemaking with microalgae biomass

Global warming due to greenhouse gases (GHG) has become a serious worldwide concern. The new EU green deal aims to achieve GHG emissions reduction by at least 55% by 2030 and a climate neutral eu economy by 2050. The deal strongly encourages GHG reducing measures at local, national and european levels. The redwine project will demonstrate the technical, economic and environmental feasibility of reducing by, at least, 31% of the CO2 eq.