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”.

Download the PDF

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…

Nitrogen status of vines influences aged wines aromas. Examples of aged Champagne reserve wines and red Bordeaux wines

The sensory definition of the aging bouquet of red Bordeaux wines has been shown to be structured around seven main aromatic nuances: “undergrowth”, “spicy” “truffle”, “fresh red- and black-berry fruits”, “liquorice”, “mint”, and “toasted” (1). Some of these descriptors are also used to describe the aromatic notes of old Champagnes (2) suggesting common volatile compounds between these two types of wine.

Read More

Assessment of environmental sustainability of wine growing activity in France

To meet the demand of assessment tool of vine growers and their advisers we adapted to the vine production the INDIGO® method to developed initially for arable farming.

Read More

A generic method to analyze vine water deficit continuously

In the context of global warming, water scarcity is becoming an increasing issue worldwide. However, the reference method to characterize vine water deficit is based on water potential measurement, which is a destructive and discontinuous method. The current climatic context emphasizes the need for more precise and more continuous vineyard water use measurements in order to optimize irrigation and vine water deficit monitoring.

Read More

2-YEARS STUDY ON COMPARISON BETWEEN THE VOLATILE CHEMICAL PROFILE OF TWO DIFFERENT BLENDS FOR THE ENHANCEMENT OF “VALPOLICELLA SUPERIORE”

Valpolicella is a famous wine producing region in the province of Verona owing its fame above all to the production of two Protected Designation of Origins (PDOs) withered wines: Amarone and Recioto. In recent years, however, the wineries have been interested in the enhancement and qualitative increase of another PDO, Valpolicella Superiore. All the Valpolicella PDOs wines are produced with a unique grape blend, mainly Corvina, Corvinone, Rondinella and a range of other minor varieties.From 2019 Valpolicella product regulation has changed the grape proportion of the blend allowing new composition parameters of wines. For this reason, studying the volatile chemical profiles to support wine makers in the effort to produce high quality wines represents a field of great interest.

Read More

Canopy photosynthetic activity and water relations of Syrah/R99 as affected by row orientation on a particular terroir

L’activité photosynthétique et les relations hydriques de plantes de Syrah sur R99 un mois après la véraison ont été étudiées dans un vignoble de la région de Stellenbosch. Le vignoble, planté à 2,75 entre rangs et 1,5 m sur le rang, sur un sol de type Glenrosa, était en pente et exposé a l’ouest: pour les rangs on avait adopté une orientation nord

Read More