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…

How can historical cultivars mitigate the effects of climate change?

IFV, INRAe and the national network “Partenaires de la Sélection Vigne” representing 37 organizations from the different wine regions, have been working increasingly closely over the last 2 decades towards the preservation of the French varietal patrimony. There are approximately 600 patrimonial varieties according to INRAe and SupAgro Montpellier experts, including ancient cultivars (400) and intravarietal crossbreeds obtained since the 19th century. In the context of a drastic reduction in such varieties from the mid 1980’s in favor of mainstream varieties, it was essential to carry out an inventory of old vines and vineyards. INRAe Vassal collection plays a key role here as it holds the largest diversity available, along with a rich bibliography and herbariums, offering us the opportunity to document and double check the identity of a cultivar, consolidating the expertise of ampelographers. The work is carried out in several stages, from verifying the existence of a variety in a small region, through to rehabilitation. During this session, the authors present the process that leads to the official registration of a variety. After this, IFV selection center takes over to initiate the process of selection and propagation. A specific focus within regions such as the Alps, Champagne and the South-West will provide details of the full procedure. Bia, Bouysselet, Chardonnay rose, Mecle and the aptly named Tardif, are some of the cultivars that have followed this procedure. Furthermore, a recent regulation established by INAO on “varieties of interest for adaptation purposes” might boost uptake by growers. Since 2006, 36 historical cultivars have been registered. Most of these have been neglected in the past due to late maturity, lack of sugar and high titratable acidity at harvest time. Such characteristics are today considered as positive qualities, not only in mitigation of the effects of climate change, but also as an opportunity for restoring diversity…

Extreme canopy management for vineyard adaptation to climate change: is it a good idea?

Climate change constitutes an enormous challenge for humankind and for all human activities, viticulture not being an exception. Long-term strategic changes are probably needed the most, but growers also need to deal with short-term changes: summers that are getting progressively warmer, earlier harvest dates and higher pH in musts and wines. In the last 10-15 years, a relevant corpus of research is being developed worldwide in order to evaluate to which extent extreme canopy management operations, aimed at reducing leaf area and, thus, limiting the source to sink ratio, could be useful to delay ripening. Although extreme canopy management can result in relevant delays in harvest dates, longer term studies, as well as detailed analysis of their implications on carbohydrate reserves, bud fertility and future yield are desirable before these practices can be recommended.

Rapid damage assessment and grapevine recovery after fire

There is increasing scientific consensus that climate changeis the underlying cause of the prolonged dry and hot conditions that have increased the risk of extreme fire weather in many countries around the world. In December 2019, a bushfire event occurred in the Adelaide Hills, South Australia where 25,000 hectares were burnt and in vineyards and surrounding areas various degrees of scorching and infrastructure damage occurred. The ability to coordinate and plan recovery after a fire event relies on robust and timely data. The current practice for measuring the scale and distribution of fire damage is to walk or drive the vineyard and score individual vines based on visual observation. The process is time consuming, subjective, or semi-quantitative at best. After the December 2019 fires, it took many months to access properties and estimate the area of vineyard damaged. This study compares the rapid assessment and mapping of fire damage using high-resolution satellite imagery with more traditional ground based measures. Satellite imagery tracking vineyard recovery in the season following the bushfire is being correlated to field assessments of vineyard productivity such as canopy health and development, fertility and carbohydrate storage. Canopy health in the seasons following the fires correlated to the severity of the initial fire damage. Severely damaged vines had reduced canopy growth, were infertile or had very low fertility as well as lower carbohydrate levels in buds and canes during dormancy, which reduced productivity in the seasons following the bushfire event. In contrast, vines that received minor damage were able to recover within 1-2 years. Tools that rapidly and affordably capture the extent and severity of damage over large vineyard area will allow producers, government and industry bodies to manage decisions in relation to fire recovery planning, coordination and delivery, improving the efficiency and effectiveness of their response.

Sustainable fertilisation of the vineyard in Galicia (Spain)

Excessive fertilization of the vineyard leads to low quality grapes, increased costs and a negative impact on the environment. In order to establish an integrated management system aimed at a sustainable fertilization of the vineyards, nutritional reference levels were established. For this purpose, 30 representative vineyards of the Albariño variety were studied, in which soil and petiole analyses were carried out for two years and grape yield and quality at harvest were measured. In both years of study, soil pH, calcium, sodium and cation exchange capacity were positively correlated with calcium content and negatively correlated with manganese in grapes. Irrigated vineyards had higher levels of aluminium in soil and lower levels of calcium in petiole. Climatic conditions were very different in the years of the study. The year 2019 was colder than usual, in 2020 there was a marked water stress with high summer temperatures. This resulted in medium-high acidity in grapes in 2019 and low acidity in 2020, with sugar levels being similar both years. A very marked decrease in must amino nitrogen was observed in 2020, with ammonia nitrogen remaining stable. The correlation of acidity and sugar values in grapes with soil and petiole analysis data made it possible to establish reference levels for the nutritional diagnosis of the Albariño variety in this region. Based on these results, an easy-to-use TIC application is currently being created for grapegrowers, aimed at improving the sustainability of the vineyard through reasoned fertilization. This study has now been extended to other Galician vine varieties.

Metabolomic discrimination of grapevine water status for Chardonnay and Pinot noir

Water status impact in viticulture has been widely explored, as it strongly affects grapevine physiology and grape chemical composition. It is considered as a key component of vitivinicultural terroir. Most of the studies concerning grapevine water status have focused on either physiological traits, or berry compounds, or traits involved in wine quality. Here, the response of grapevine to water availability during the ripening period is assessed through non-targeted metabolomics analysis of grape berries by ultra-high resolution mass spectrometry. The grapevine water status has been assessed during 2 consecutive years (2019 & 2020), through carbon isotope discrimination on juices from berries collected at maturity (21.5 brix approx.) for 2 Vitis vinifera cv. Pinot noir (PN) and Chardonnay (CH). A total of 220 grape juices were collected from 5 countries worldwide (Italy; Argentina; France; Germany; Portugal). Measured δ13C (‰) varied from -28.73 to -22.6 for PN, and from -28.79 to -21.67 for CH. These results also clearly revealed higher water stress for the 2020 vintage. The same grape juices have been analysed by Fourier Transform Ion Cyclotron Resonance Mass Spectrometry (FT-ICR-MS) and Liquid Chromatography coupled to Mass Spectrometry (LC-qTOF-MS), leading to the detection of up to 4500 CHONS containing elemental compositions, and thus likely tens of thousands of individual compounds, which include fatty acids, organic acids, peptides, phenolics, also with high levels of glycosylation. Multivariate statistical analysis revealed that up to 160 elemental compositions, covering the whole range of detected masses (100 –1000 m/z), were significantly correlated to the observed gradients of water status. Examples of chemical markers, which are representative of these complex fingerprints, include various derivatives of the known abscisic acid (ABA), such as phaesic acid or abscisic acid glucose ester, which are significantly correlated with higher water stress, regardless of the variety. Cultivar-specific behaviours could also be identified from these fingerprints. Our results provide an unprecedented representation of the metabolic diversity, which is involved in the water status regulation at the grape level, and which could contribute to a better knowledge of the grapevine mitigation strategy in a climate change context.