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…

Water deficit differentially impacts the performances and the accumulation of grape metabolites of new varieties tolerant to fungi

The use of resistant varieties is a long-term but promising solution to reduce chemical input in viticulture. Several important breeding programs in Europe and abroad are now releasing a range of new hybrids performing well regarding fungi susceptibility and producing good quality wines. Unfortunately, insufficient attention is paid by the breeders to the adaptation of these varieties to climatic changes, notably to the increased climatic demand and water deficit (WD). Thus, prior to the adoption of such varieties by the wine industry in Mediterranean regions, there is a need to consider their suitability to WD. This study aimed to characterize the different drought-strategies adopted by 6 new resistant varieties selected by INRAE in comparison to Syrah. To allow the assessment of long-term impacts of WD, field-grown vines were exposed to contrasted WD from 2018 to 2021 under a semi-arid Mediterranean climate. A gradient of WD was applied in the field and controlled through plant measurements at the single plant level. Grape development was non-destructively monitored to determine the arrest of berry phloem unloading. The impacts of WD on berry composition, including water, primary metabolites (sugars, organic acids), secondary metabolites (anthocyanins, thiols precursors) and main cations contents, were assessed at this specific stage. Results showed different varietal responses during the year and inter-annual acclimation in terms of plant water use efficiency, biomass accumulation, as well as yield components and berry composition. WD differentially reduced the accumulation of primary metabolites at plant and berry levels, but it little changed their concentrations in the fruits at the ripe stage. Moreover, WD differentially impacted the accumulation of secondary metabolites and major cations between the varieties. In the talk, we’ll present the main results regarding the WD impacts on fruit metabolites and enlarge the reflection about the practical assessment of the grapevine acclimation to WD.

austrianvineyards.com: online viewer of all designations of Austrian wine

To digitally record and present all the origins of Austrian wines in the same perfect and clear way was the motivation for the Austrian Wine Marketing Board (Austrian Wine) to start with the project in 2018. In June 2021 the results were presented to the public in an online viewer showing all the designations of Austrian wine, available at https://austrianvineyards.com in a largely barrier-free manner. The online viewer provides tailored individual maps fitted to the respective zoom level. The smallest unit of wine-origins in Austria is called Ried and is displayed in a plot-specific manner highlighting areas under vine. Information on the Ried include administrative district, winegrowing municipality, cadastral municipality, large collective vineyard site, specific winegrowing region, generic winegrowing region, winegrowing area and, in many cases, an illustrative picture. Complementary data on the size, elevation (minimum-maximum), orientation (in 8 sectors plus flat) and gradient (minimum, maximum, average) are based on the area under vine according to the EU’s Integrated Administration and Control System. Additional information covers climate data. The diagrams are taken from the monthly breakdown of data in the annals of the Central Institute for Meteorology and Geodynamics, Austria provide a display of values for air temperature, precipitation, and sunshine hours for the reference year and the long-term average. Seasonal aggregated data on temperature, precipitation, and sunshine hours complete the display. Short descriptions with emphasis on geology and soil, field name in historical maps, etymology of the denomination, and main planted variety complements the available information for the main designations in the online viewer. These descriptions are compiled by winegrowers, geologists, historians, and journalists. All the information and data can be extracted to a pdf-file. Printed vineyard maps are also available. Missing content regarding wine origins in Styria will be completed in winter 2021/22.

Legacy of land-cover changes on soil erosion and microbiology in Burgundian vineyards

Soils in vineyards are recognized as complex agrosystems whose characteristics reflect complex interactions between natural factors (lithology, climate, slope, biodiversity) and human activities. To date, most of the unknown lies in an incomplete understanding of soil ecosystems, and specifically in the microbial biodiversity even though soil microbiota is involved in many key functions, such as nutrient cycling and carbon sequestration. Soil biological properties are indicative of soil quality. Therefore, understanding how soil communities are related to soil ecosystem functioning is becoming an essential issue for soil strategy conservation. Here, we propose to assess the importance of land-cover history on the present-day microbiological and physico-chemical properties. The studied area was selected in the Burgundian vineyards (Pernand-Vergelesses, Burgundy, France) where land occupation has been reconstructed over the last 40 years. Soil samples were collected in five areas reflecting various land cover history (forest, vineyards, shifting from forest to vineyards). For each area, physico-chemical parameters (pH, C, N, P, grain size) were measured and DNA was extracted to characterize the abundance and diversity of microbial communities. The obtained results show significant differences in the five areas suggesting that present-day microbial molecular biomass and bacterial taxonomic is partly inherited from past land occupation. Over longer period of time, such study of land-uses legacies may help to better assess ecosystem recovery and the impact of management practices for a better soil quality and vineyards sustainability.

Phenological characterization of a wide range of Vitis Vinifera varieties

In order to study the impact of climate change on Bordeaux grape varieties and to assess the adaptation capacities of candidates to the grape varieties of this wine region to the new climatic conditions, an experimental block design composed of 52 grape varieties was set up in 2009 at the INRAE Bordeaux Aquitaine center. Among the many parameters studied, the three main phenological stages of the vine (budburst, flowering and veraison) have been closely monitored since 2012. Observations for each year, stage and variety were carried out on four independent replicates. Precocity indices have been calculated from the data obtained over the 2012-2021 period (Barbeau et al. 1998). This work allowed to group the phenological behaviour of the grapevine varieties, not only based on the timing of the subsequent developmental stages, but also on the overall precocity of the cycle and the total length of the cycle between budburst and veraison. Results regarding the variability observed among the different grape varieties for these phenological stages are presented as heat maps.

Mesoclimate impact on Tannat in the Atlantic terroir of Uruguay

The study of climate is relevant as an element conditioning the typicity of a product, its quality and sustainability over the years. The grapevine development and growth and the final grape and wine composition are closely related to temperature, while climate components vary at mesoscale according to topography and/or proximity to large bodies of water. The objective of this work is to assess the mesoclimate of the Atlantic region of Uruguay and to determine the effect of topography and the ocean on temperature and consequently on Tannat grapevine behavior.