Terroir 2008 banner
IVES 9 IVES Conference Series 9 Research summary on the use of Terroir as a wine purchasing cue

Research summary on the use of Terroir as a wine purchasing cue

Abstract

Due to the current challenging nature of the global wine market, and recent growth in number and strength of competitors from non-traditional wine producing countries, European wine producers are focussing on the potential to develop a competitive advantage through the concept of terroir. However, there are noteworthy challenges to this particular marketing strategy, not least of which is that despite wine industry members’ understanding of it, the consumer’s comprehension of terroir is unknown.
As such, a research project was developed to investigate what the consumer understands of terroir, and how the concept is applied for wine. This stage of the project found that the range of explanations of terroir were various and extensive, but most descriptions could safely be categorised into two components proffered by the wine sector, of the place and practices that contribute to a wine’s character. These two descriptions clustered effectively for consumers based on their experience and interest in wine, a concept also known as involvement. The results suggest that promotional appeals should be designed based on consumer involvement in wine. However, caution should be exercised before implementing any specific communication practices. These results stem from a non-representative sample of the population of France, thereby questioning the generalisability of the findings.
The next stage of this research should be to investigate the generalisability of these findings for the French market, with a view to expanding the scope, should the results support the findings from this study. As such, a group of French, and global collaborators have expressed their interest in adopting an emerging research methodology, called best-worst, which relies on the respondent ranking the importance of factors of wine purchasing. The project aims to realise the utility associated with terroir as a purchasing cue for consumers with different levels of involvement, with respect to other important factors of purchasing across different global markets, thus identifying an avenue of exploitation for the concept of terroir in both European, and export markets.

DOI:

Publication date: December 8, 2021

Issue: Terroir 2008

Type : Article

Authors

WILSON Damien, JOURJON Frédériqu

Ecole Supérieure d’Agriculture d’Angers, Laboratoire GRAPPE, 55 Rue Rabelais,
BP 30748, 49007 Angers Cedex 01, France

Contact the author

Keywords

Terroir, Consumers, Best-Worst Method, Involvement, Wine Purchasing Motivations

Tags

IVES Conference Series | Terroir 2008

Citation

Related articles…

The relationship of wine store customers with the areas of production, considering provenance and tourism

This work aims at identifying the most appropriate marketing strategies to inform consumers of the global market about the added value of the wines of Friuli Venezia Giulia.

Variations of soil attributes in vineyards influence their reflectance spectra

Knowledge on the reflectance spectrum of soil is potentially useful since it carries information on soil chemical composition that can be used to the planning of agricultural practices. If compared with analytical methods such as conventional chemical analysis, reflectance measurement provides non-destructive, economic, near real-time data. This paper reports results from reflectance measurements performed by spectroradiometry on soils from two vineyards in south Brazil. The vineyards are close to each other, are on different geological formations, but were subjected to the same management. The objective was to detect spectral differences between the two areas, correlating these differences to variations in their chemical composition, to assess the technique’s potential to predict soil attributes from reflectance data.To that end, soil samples were collected from ten selected vine parcels. Chemical analysis yield data on concentration of twenty-one soil attributes, and spectroradiometry was performed on samples. Chemical differences significant to a 95% confidence level between the two studied areas were found for six soil attributes, and the average reflectance spectra were separated by this same level along most of the observed spectral domain. Correlations between soil reflectance and concentrations of soil attributes were looked for, and for ten soil traits it was possible to define wavelength domains were reflectance and concentrations are correlated to confidence levels from 95% to 99%. Partial Least Squares Regression (PLSR) analyses were performed comparing measured and predicted concentrations, and for fifteen out of 21 soil traits we found Pearson correlation coefficients r > 0.8. These preliminary results, which have to be validated, suggest that variations of concentration in the investigated soil attributes induce differences in reflectance that can be detected by spectroradiometry. Applications of these observations include the assessment of the chemical content of soils by spectroradiometry as a fast, low-cost alternative to chemical analytical methods.

Prediction of the production kinetics of the main fermentative aromas in alcoholic fermentation

Fermentative aromas (especially esters and higher alcohols) highly impact the organoleptic profile of young and white wines. The production of these volatile compounds depends mainly on temperature and Yeast Available Nitrogen (YAN) content in the must. Available dynamic models predict the main reaction
(bioconversion of sugar into ethanol and CO2 production) but none of them considers the production kinetics of fermentative aroma compounds during the process of fermentation. We determined the production kinetics of the main esters and higher alcohols for different values of initial YAN content and temperature, using an innovative online monitoring Gas Chromatography device.

Terroirs de Balagne: focus sur le Vermentinu

Depuis 2002, le CIVAM de la région Corse, a entrepris une étude des terroirs viticoles de l’appellation AOC Corse-Calvi (Balagne), comprenant la cartographie des terroirs à potentialité viticole

Factors influencing the production of the antioxidant hydroxytyrosol during alcoholic fermentation: Yeast Assimilable Nitrogen and Sugar content.

Hydroxytyrosol (HT) is well known for its potent antioxidant activity and anticarcinogenic, antimicrobial, cardioprotective and neuroprotective properties. One possible explanation to its origin in wines is the synthesis from tyrosol, which in turn is produced from the Ehrlich pathway by yeasts. This work aims to explore the factors that could increase the final content as the initial concentration of yeast assimilable nitrogen (YAN) and sugar. Two different concentrations of YAN were proved between 210mg/L and 300 mg/L. Additionally, two different concentrations of sugar were used: 100g/L and 240 g/L. Alcoholic fermentations in synthetic must were performed with the strain QA23.