The global wine market is polarising over brands versus origin. Provenance is emerging as a marketing megatrend in many fast moving consumer goods. Origin has always been important in wine but does that mean consumers understand, or care about terroir?
A terroir represents grouping of homogenous environmental units, or natural terroir units, based on the typicality of the products obtained. Identification and characterisation of terroirs depends on knowledge of environmental parameters, the functioning of the grapevine and characteristics of the final product, which must be placed in a spatial context.
Varietal innovation is a major lever for meeting the challenges of the agro-ecological transition of vi-neyards and their adaptation to climate change. To date, selection work has already begun in the Bordeaux region through the Newvine project. The aim of this project is to create new vine varieties with resistance to mildew and powdery mildew, adapted to the climatic conditions of the Bordeaux region and enabling the production of wines that are in line with consumer tastes and the expected typicity of Bordeaux wines.
Depuis près d’une quinzaine d’années, l’Appellation d’Origine Contrôlée (A.O.C.) Côtes du Rhône a engagé un vaste programme afin de mieux connaître et valoriser les potentialités des différents terroirs qui la composent.
