Terroir 2008 banner
IVES 9 IVES Conference Series 9 The relationship of wine store customers with the areas of production, considering provenance and tourism

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

Abstract

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. In view of agricultural products, wine very often assumes an added value resulting from ties with local production and its excellence. In order to analyze the relationship between the typicalness of wine and its exploitation on the local and international markets, one must identify the limits and strategies for the sale of this product-service. Consumers choose or express a preference based on a supposed gratification they achieve with the purchase and subsequent use or consumption of goods. We must take into account that this gratification depends on intrinsic quality of the product and elements that determine the extrinsic quality. In particular for wine, intrinsic and extrinsic quality are strongly influenced by the characteristics of the territory. The binomial “quality product-territory”, therefore, multiplies the growth processes of endogenous forces, such as human capital, the environment and nature, the quality of public administration and the culture of enterprise.

DOI:

Publication date: December 8, 2021

Issue: Terroir 2008

Type : Article

Authors

prof. Francesco DONATI, prof. Sandro SILLANI, dott.sa Sabrina DI SANTOLO, dott.sa Elena FABBRO

Università degli Studi di Udine

Contact the author

Keywords

wine, territory, consumers, typicalness

Tags

IVES Conference Series | Terroir 2008

Citation

Related articles…

Effect of one-year cover crop and arbuscular mycorrhiza inocululation in the microbial soil community of a vineyard

The microbial composition of the soil is an important factor to consider in viticulture, since its influence on the “terroir” and on the organoleptic properties of the wine have been demonstrated. Different agronomic techniques have the potential to modify the composition and functionality of the soil microbial community. Maintaining green covers is known to increase soil microbial diversity. The direct application of inoculum of beneficial microorganisms to the soil has also been used to increase their abundance. However, the environmental conditions of each site seem to have a determining weight in the result of these practices. In this study, we compared the effect on the microbial community of a cover crop with legumes in autumn and the inoculation of grapevines with commercial inoculum bases on Rhizophagus irregularis and Funeliformis mosseae in the previous spring. The study has been carried out in a vineyard in Binissalem, Mallorca, Spain. After applying the treatments, we will analyze the soil microbial communities using the data obtained from Illumina amplification of soil DNA from the 16S and ITS regions to analyze bacteria and fungi community, respectively. In addition, we will record the physicochemical characteristics of the soil at each sampling point. The result showed that agronomic management, in the short term, has less influence than soil characteristics on the composition of the soil microbiome. With these results, we can conclude that in a vineyard, agricultural techniques should focus on improving the characteristics of the soil to improve the biodiversity of the soil microbiota.

Soil quality in Beaujolais vineyard. Importance of pedology and cultural practices

A pedological study was carried out from 2009 to 2017 in Beaujolais vineyard, to improve physical and chemical knowledge of soils. It was completed in 2016 and 2017 by the current study, dealing with microbial aspects, in order to build a reference frame for improved advice in soil management. Microbial biomass was measured on representative plots of the six most common soil types identified in Beaujolais and, for each soil type, on plots with different levels of the main impacting parameters: total organic carbon, pH, cation exchange capacity, extractable copper. A total of 59 soil samples were collected. Confirming the results of various trials carried out in Beaujolais over the past 20 years, the results of the present study showed that the soils were still alive, but exhibited a large variability of biological parameters, which appeared dependant on both pedological and anthropic factors. Therefore, a good interpretation of biological parameters and advice for vine growers must rely on a pedologically-based referential with differentiated main driving factors. For example, the control of pH is of primary importance in granitic soils and in no way organic matter addition can improve soil quality if pH is too low. Conversely, in calcareous soils, biological parameters are more directly affected by direct or indirect (cover crops for example) inputs of organic matter. The use of biological parameters, such as microbial biomass, is of great potential value to improve advice on agro-viticultural practices (soil management, fertilization, liming, etc.), basis of a sustainable wine production on fragile soils.

Local ancient grapevine cultivars to face future viticulture

Among the different strategies to cope with the negative impacts of climate change on viticulture, the exploitation of genetic diversity is one of the most promising to adapt to new conditions and maintain wine production and quality. One of the biggest concerns in the context of climate change is to improve water use efficiency (WUE). In this way, the use of genotypes that present a better response to drought and high WUE is a key issue. In this work, physiological performance analysis was conducted to compare the water deficit stress (WDS) responses of local and widespread grapevines cultivars. Leaf gas exchange, water use efficiency (WUE) at different levels (leaf and long-term WUE (∆13C)), leaf osmotic adjustment and other water relations parameters were determined in plants under well-watered and WDS conditions alongside assessment of the levels of foliar hormones concentrations. Results denote that local cultivars displayed better physiological performance under WDS as compared to the widely-distributed ones. he results corroborate the hypothesis that better stomatal control allows increasing leaf WUE under drought as occurred in the local Callet cv.; but the minority local cultivar Escursac cv. showed high WUE under both treatments. In this case, high WUE can be related to maintaining higher photosynthetic activity under drought. The different mechanisms underlying the better performance under WDS and high WUE of minority local cultivars are discussed.

Climate change projections to support the transition to climate-smart viticulture

The Earth’s system is undergoing major changes through a wide range of spatial and temporal scales as a response to growing anthropogenic radiative forcing, which is pushing the whole system far beyond its natural variability. Sources of greenhouse gases largely exceed their sinks, thus leading to a strengthened greenhouse effect. More energy is thereby being supplied to the system, with inevitable shifts in climatic patterns and weather regimes. Over the last decades, these modifications have been manifested in the full statistical distributions of the atmospheric variables, with dramatic changes in the frequency and intensity of extremes. Natural hazards, such as severe droughts, floods, forest fires, or heatwaves, are being triggered by extreme atmospheric events worldwide, thus threatening human activities. Viticultculture is not only exposed to changing climates but is also highly vulnerable, as grapevine phenology and physiological development are strongly controlled by atmospheric conditions. Therefore, the assessment of climate change projections for a given region is critical for climate change adaptation and risk reduction in viticulture. By adopting timely and suitable measures, the future sustainability and resiliency of the sector can be fostered. Climate-grapevine chain modelling is an essential tool for better planning and management. However, the accuracy of the resulting projections is limited by many uncertainties that must be duly taken into account when transferring knowledge to stakeholders and decision-makers. Climate-smart viticulture will comprise ensembles of locally tuned strategies, envisioning both adaptation and mitigation, assisted by emerging technologies and decision-support systems.

Impact of changes in pruning practices on vine growth and yield

A gradual decline in vineyards has been observed over the past twenty years worldwide. This might be explained by the climate change, practices change or the increase of dieback diseases. To increase the longevity of vines, we studied the impact of different pruning strategies in four adult and four young vineyards located in France and Spain. In France, vineyards were planted with Cabernet franc on 3309C while Spanish trials were planted with Tempranillo grafted on 110R. Vegetative expression, yield, quality of berries and wood vessels conductivity were measured. The distribution of vegetative expression, yield and berry composition between primary and secondary vegetation were quantified. Finally, tomography was used to evaluate the implication of the treatments on sap flows.
First results show that i) the respectful pruning leads to an increase of 30 to 50% more secondary shoots than the aggressive pruning in France and between 15 and 20% in Spain, ii) there is no major effect on the yield over the first two years following the implementation of the new pruning practices, although the proportion of clusters from suckers is higher on the respectful pruning method. On young vines, the development of the trunk according to a respectful pruning leads to a loss of harvest 2 years after planting. This is due to the removal, on the future trunk, of the green suckers which carrying bunches. This operation carried out in spring rather than during winter pruning, would promote a better leaf / fruit balance when the plant comes into production, and could lead to better hydraulic conduction in the vessels of the trunk. Maintaining these trials for several years will provide more robust data to assess the impact of these practices on the vines over the long term.