Terroir 2010 banner
IVES 9 IVES Conference Series 9 Denial of the wine-growing landscape

Denial of the wine-growing landscape

Abstract

The aim of this presentation is to analysis the impact of the viticultural landscape in communication on labels of wine produced in heroic viticulture areas. To verify whether the ”viticultural landscape” tool has been used to arouse emotions and stimuli in the consumer, a study was carried out on the front and back labels of wines from heroic viticulture areas belonging to the Cervim which competed in the traditional annual mountain wine challenge. The immediate aim was to analyse the frequency of use of the message “heroic viticulture”, the form it was used in and the relative importance attributed to the message among the other information contained on the label, taking into account the geographical origin of the wines and the type of producer (private, winegrowers’ association).
The analysis showed that the viticultural landscape was used only for few wines and in different forms, favouring definitions rather than images.
It was possible to find the reasons behind the producers’ choices and for non-use (lack of available space, effective terminology and forms of communication, as well as the need for regulations on wine-labelling).
The analysis concluded that consumers and the distribution chain perceive communication of the viticultural landscape, especially heroic viticulture, as being positive for choosing and assessing the quality of a wine, while producers are still bound to traditional communication that has found neither the form nor the place for using the relationship between landscape and wine to advantage.
To sum up, it seems that mountain wine and heroic viticulture wineries still deny the validity of the message “viticultural landscape-heroic viticulture”.

DOI:

Publication date: December 3, 2021

Issue: Terroir 2010

Type: Article

Authors

Maurizio Sorbini (1), Gianluca Macchi (2)

(1) Bologna University, V. Broccoli 2/e, 40024 Castel San Pietro (Bo), Italy
(2) CERVIM, Loc Teppe Quart Aosta, Italy

Contact the author

Keywords

Heroic viticulture, Landscape, Message, Communication, Wine value

Tags

IVES Conference Series | Terroir 2010

Citation

Related articles…

The vineyard of the future: producing more with less  

similar to other agricultural producers, grape growers face increasing pressure to improve productivity and production efficiency while reducing their environmental impact. Threats due to extreme climate events, as well as the uncertainty of available water and labor, provide significant challenges to the future of grape production. This presentation will provide an integrated overview of the tools and technologies being developed to address these issues and to help growers manage vineyards in the future, including vineyard design, remote and proximal sensing, automation, data management and decision support systems, and germplsm improvement. The potential impact of these advancements on vineyard productivity, fruit quality, and sustainability will be discussed.

Evaluation of intrinsic grape berry and cluster traits for postharvest withering kinetics prediction

To make some particular wine styles (e.g., Amarone), grapes are harvested and stored in dehydrating rooms before vinification, in a process called withering

Genetic and hormonal regulation of grape berry cuticle formation

The plant surface typically comprises of various epidermal cell types which synthesise and deposit a protective waxy layer known as the cuticle. The cuticle is a significant contributor to important crop traits related to drought tolerance, biotic stress, postharvest fruit quality as well as providing structural support. In this work we have investigated grape berry cuticle formation in the context of the accumulation of anti-fungal specialised metabolites and the ability of the cuticle to structurally cope with the rapid expansion of ripening berries. Metabolic QTL analysis was performed in a grapevine cross population, using chemical profiling data collected via GC-MS analysis for cuticular waxes.

X-ray tomography: a promising tool to assess the selection of good quality grafted vines

The production of grated vines is a complex process from grafting to final sorting in nurseries. To reach the market, grafted grapevines must meet three criteria by law in France: resistance to a manual graft union test (named thumb test), a minimum number of three roots and a woody shoot of at least 2 cm long.

Adsorption of tetraconazole by organic residues and vineyard organically-amended soils 

Spain is the country with the largest wine-producing area in the EU and its productivity is largely controlled applying fungicides. However, residues of these compounds can move and contaminate surface and groundwater. The objective of this work was to evaluate the capacity of bioadsorbents from different origin to adsorb and immobilize tetraconazole by themselves or when applied as organic soil amendment, and to prevent soil and water contamination by this fungicide. The adsorption of tetraconazole by 3 organic residues: spent mushroom substrate (SMS), green compost (GC) and vine pruning sawdust (VP), as well as by vineyard soils unamended and amended individually with these residues at 1.5% (w/w) was evaluated using the batch equilibrium technique.