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…

Assessing the climate change vulnerability of European winegrowing regions by combining exposure, sensitivity and adaptive capacity indicators

Winegrowing regions recognized as protected designations of origin (PDOs) are closely tied to well defined geographic locations with a specific set of pedoclimatic attributes and strictly regulated by legal specifications. However, climate change is increasingly threatening these regions by changing local conditions and altering winegrowing processes. The vulnerability to these changes is largely heterogenous across different winegrowing regions because it is determined by individual characteristics of each region, including the capacity to adapt to new climatic conditions and the sensitivity to climate change, which depend not only on natural, but also socioeconomic and legal factors. Accurate vulnerability assessments therefore need to combine information about adaptive capacity and climate change sensitivity with projected exposure to new climatic conditions. However, most existing studies focus on specific impacts neglecting important interactions between the different factors that determine climate change vulnerability. Here, we present the first comprehensive vulnerability assessment of European wine PDOs that spatially combines multiple indicators of adaptive capacity and climate change sensitivity with high-resolution climate projections. We found that the climate change vulnerability of PDO areas largely depends on the complex interactions between physical and socioeconomic factors. Homogenous topographic conditions and a narrow varietal spectrum increase climate change vulnerability, while the skills and education of farmers, together with a good economic situation, decrease their vulnerability. Assessments of climate change consequences therefore need to consider multiple variables as well as their interrelations to provide a comprehensive understanding of the expected impacts of climate change on European PDOs. Our results provide the first vulnerability assessment for European winegrowing regions at high spatiotemporal resolution that includes multiple factors related to climate exposure, sensitivity, and adaptive capacity on the level of single winegrowing regions. They will therefore help to identify hot spots of climate change vulnerability among European PDOs and efficiently direct adaptation strategies.

Legacy of land-cover changes on soil erosion and microbiology in Burgundian vineyards

Soils in vineyards are recognized as complex agrosystems whose characteristics reflect complex interactions between natural factors (lithology, climate, slope, biodiversity) and human activities. To date, most of the unknown lies in an incomplete understanding of soil ecosystems, and specifically in the microbial biodiversity even though soil microbiota is involved in many key functions, such as nutrient cycling and carbon sequestration. Soil biological properties are indicative of soil quality. Therefore, understanding how soil communities are related to soil ecosystem functioning is becoming an essential issue for soil strategy conservation. Here, we propose to assess the importance of land-cover history on the present-day microbiological and physico-chemical properties. The studied area was selected in the Burgundian vineyards (Pernand-Vergelesses, Burgundy, France) where land occupation has been reconstructed over the last 40 years. Soil samples were collected in five areas reflecting various land cover history (forest, vineyards, shifting from forest to vineyards). For each area, physico-chemical parameters (pH, C, N, P, grain size) were measured and DNA was extracted to characterize the abundance and diversity of microbial communities. The obtained results show significant differences in the five areas suggesting that present-day microbial molecular biomass and bacterial taxonomic is partly inherited from past land occupation. Over longer period of time, such study of land-uses legacies may help to better assess ecosystem recovery and the impact of management practices for a better soil quality and vineyards sustainability.

VineyardFACE: Investigation of a moderate (+20%) increase of ambient CO2 level on berry ripening dynamics and fruit composition

Climate change and rising atmospheric carbon dioxide concentration is a concern for agriculture, including viticulture. Studies on elevated carbon dioxide have already been on grapevines, mainly taking place in greenhouses using potted plants or using field grown vines under higher CO2 enrichment, i.e. >650 ppm. The VineyardFACE, located at Hochschule Geisenheim University, is an open field Free Air CO2 Enrichment (FACE) experimental set-up designed to study the effects of elevated carbon dioxide using field grown vines (Vitis vinifera L. cvs. Riesling and Cabernet Sauvignon). As the carbon dioxide fumigation started in 2014, the long term effects of elevated carbon dioxide treatment can be investigated on berry ripening parameters and fruit metabolic composition.
The present study aims to investigate the effect on fruit composition under a moderate increase (+20%; eCO2) of carbon dioxide concentration, as predicted for 2050 on both Riesling and Cabernet Sauvignon. Berry composition was determined for primary (sugars, organic acids, amino acids) and secondary metabolites (anthocyanins). Special focus was given on monitoring of berry diameter and ripening rates throughout three growing seasons. Compared to previous results of the early adaptative phase of the vines [1], our results show little effect of eCO2 treatment on primary metabolites composition in berries. However, total anthocyanins concentration in berry skin was lower for eCO2 treatment in 2020, although the ratio between anthocyanins derivatives did not differ.
[1] Wohlfahrt Y., Tittmann S., Schmidt D., Rauhut D., Honermeier B., Stoll M. (2020) The effect of elevated CO2 on berry development and bunch structure of Vitis vinifera L. cvs. Riesling and Cabernet Sauvignon. Applied Science Basel 10: 2486

Grapevine varietal diversity as mitigation tool for climate change: Agronomic and oenologic potential of 14 foreign varieties grown in Languedoc region (France)

Climate change effects in Languedoc include an expected rise in temperatures, increased evapotranspiration as well as more severe and frequent climatic hazards, such as frost, drought periods and heat waves. For winegrowers theses phenomena impact both yield and quality, resulting in more frequent unbalanced wines. Research on identified mitigation tools for vineyard management is necessary to improve resilience of grapevine agrosystems. Varietal assortment is one of them. This study focuses on agronomic and oenologic potential of 14 foreign varieties grown in Languedoc French region. Fourteen grapevine varieties were monitored during 2021 from June until harvest on eight different sites, some of which occurring on more than one site adding up to 21 different modalities: 7 white varieties Alvarinho B, Assyrtiko B (2), Malvasia Istriana B, Parellada B, Verdejo B, Verdelho B, Xarello B, and 7 black varieties Saperavi N (2), Touriga nacional N, Baga N, Aleatico N, Montepulciano N (2), Primitivo N (3), Calabrese N (3). Varietals were compared through the following parameters: phenology was assessed by using the information collected in the Database Network of French Vine Conservatories (INRAE-SupAgro-IFV, 2005-2015). The number of inflorescences for shoots from secondary buds and bourillons and suckers were observed to assess post-bud break frost tolerance potential. Grapevine water status was studied through stem water potential measurement, observation of foliage symptoms of drought, and 𝛿13C on must. Frequencies and intensities of downy mildew, powdery mildew, and black rot attacks were estimated before harvest on leaves and clusters and botrytis at harvest to assess disease susceptibilities. Berry composition was monitored from end of veraison until harvest. Yield and mean bunch weight were also calculated. Varieties were then ranked on a 1-4 scale for each parameter and compared through PCA. Forty two stations of the Mediterranean basin were compared by PCA with the Multicriteria Climatic Classification indicators in order to confront the collected information during 2021 campaign to the hypothesis that plants coming from dry and hot regions are genetically adapted to such climatic conditions.

What are the optimal ranges and thresholds for berry solar radiation for flavonoid biosynthesis?

In wine grape production, canopy management practices are applied to control the source-sink balance and improve the cluster microclimate to enhance berry composition. The aim of this study was to identify the optimal ranges of berry solar radiation exposure (exposure) for upregulation of flavonoid biosynthesis and thresholds for their degradation, to evaluate how canopy management practices such as leaf removal, shoot thinning, and a combination of both affect the grapevine (Vitis vinifera L. cv. Cabernet Sauvignon) yield components, berry composition, and flavonoid profile under context of climate change. First experiment assessed changes in the grape flavonoid content driven by four degrees of exposure. In the second experiment, individual grape berries subjected to different exposures were collected from two cultivars (Cabernet Sauvignon and Petit Verdot). The third experiment consisted of an experiment with three canopy management treatments (i) LR (removal of 5 to 6 basal leaves), (ii) ST (thinned to 24 shoots per vine), and (iii) LRST (a combination of LR and ST) and an untreated control (UNT). Berry composition, flavonoid content and profiles, and 3-isobutyl 2-methoxypyrazine were monitored during berry ripening. Although increasing canopy porosity through canopy management practices can be helpful for other purposes, this may not be the case of flavonoid compounds when a certain proportion of kaempferol was achieved. Our results revealed different sensitivities to degradation within the flavonoid groups, flavonols being the only monitored group that was upregulated by solar radiation. Within different canopy management practices, the main effects were due to the ST. Under environmental conditions given in this trial, ST and LRST hastened fruit maturity; however, a clear improvement of the flavonoid compounds (i.e., greater anthocyanin) was not observed at harvest. Methoxypyrazine berry content decreased with canopy management practices studied. Although some berry traits were improved (i.e. 2.5° Brix increase in berry total soluble solids) due to canopy management practices (ST), this resulted in a four-fold increase in labor operations cost, two-fold decrease in yield with a 10-fold increase in anthocyanin production cost per hectare that should be assessed together as the climate continues to get hot.