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…

Dynamics of soil and canopy temperature: a conceptual approach for Alentejo vineyards

Climate change imposes increasing restrictions and risks to Mediterranean viticulture. Extreme heat and drought stress events are becoming more frequent which puts in risk sustainability of Mediterranean viticulture. Moreover row crops e.g. grapevine for wine, are increasingly prone to the impact of more intense/longer exposure time to heat stress. The amplified effects of soil surface energy reflectance and conductance on soil-atmosphere heat fluxes can be harmful for leaf and berry physiology.

Perception, liking and emotional response of tropical fruit aromas in Chardonnay wines

Tropical fruit aromas in wines are thought to be important to wine consumers, although there is little research to confirm this statement. With so many wine styles available, it has become important to understand the qualities that are desirable to consumers and how to achieve those qualities. Thiols and esters are compounds that have been found to cause tropical fruit aromas in chardonnay (ref). Fermentation temperature gradients and skin contact were found to increase these compounds using micro scale fermentations. This work aimed to scale up these fermentations/operations to determine if the desired tropical fruit aromas could still be achieved and if there is a perceivable difference in tropical fruit aromas, liking, and emotional response in the wines at the consumer level.

Long-term drought resilience of traditional red grapevine varieties from a semi-arid region

In recent decades, the scarcity of water resources in agriculture in certain areas has been aggravated by climate change, which has caused an increase in temperatures, changes in rainfall patterns, as well as an increase in the frequency of extreme phenomena such as droughts and heat waves. Although the vine is considered a drought-tolerant specie, it has to satisfy important water requirements to complete its cycle, which coincides with the hottest and driest months. Achieving sustainable viticulture in this scenario requires high levels of efficiency in the use of water, a scarce resource whose use is expected to be severely restricted in the near future. In this regard, the use of drought-tolerant varieties that are able to maintain grape yield and quality could be an effective strategy to face this change. During three consecutive seasons (2018-2020) the behavior in rainfed regime of 13 traditional red grapevine varieties of the Spain central region was studied. These varieties were cultivated in a collection at Centro de Investigación de la Vid y el Vino de Castilla-La Mancha (IVICAM-IRIAF) located in Tomelloso (Castilla-La Mancha, Spain). Yield components (yield, mean bunch and berry weight, pruning weight), physicochemical parameters of the musts (brix degree, total acidity, pH) and some physiological parameters related with water stress during ripening period (δ13C, δ18O) were analysed. The application of different statistical techniques to the results showed the existence of significant differences between varieties in their response to stressful conditions. A few varieties highlighted for their high ability to adapt to drought, being able to maintain high yields due to their efficiency in the use of water. In addition, it was possible quantify to what extent climate can be a determinant in the δ18O of musts under severe water stress conditions.

Correlation between grape and wine quality, landscape diversity, on-field biodiversity, in doc gioia del colle, italy

Analysis of aerial photos by using GIS tools and on-field surveys of flora are used to characterize territories from an agro-ecological point of view and to assess the level of diversity of given agro-ecosystems. More and more correlations between landscape characteristics, sustainability and quality of agriculture production were speculated. In last three years a study was carried out in the area of DOC “Gioia del Colle” in Apulia, South Italy, in order to characterize and investigate different vineyards and sites and find out possible interactions and correlations between the landscape diversity, the biodiversity of fields and the quality of grapes and wines.

Nitrogen isotope ratio (δ15N) as a tool to trace the major nitrogen source in vineyards

Aim: to elucidate if it is possible to detect variations in the source of nitrogen (organic vs. inorganic) measuring nitrogen isotope ratio (δ15N) in berries and to examine the degree of variation occurring for this parameter naturally within a vineyard.