Terroir 2004 banner
IVES 9 IVES Conference Series 9 Marketing and zoning (“Great Zoning”): researches and various considerations

Marketing and zoning (“Great Zoning”): researches and various considerations

Abstract

[English version below]

Dans de précédents travaux sur le zonage “GRANDE ZONAZIONE” (GZ) (“Grand Zonage”), on a traité, entre autre, de la “GRANDE FILIERA” (GF) (Grande filière) où parmi les 54 descripteurs prévus pour lire et évaluer par exemple un zonage, sont compris aussi la Communication – Marketing et les aspects qui y sont liés, comme facteurs fondamentaux du “GRANDE ZONAZIONE” (GZ) “Grand Zonage” qui part des aspects économiques, sociaux et existentiels qui représentent en filière du bas vers le haut les “GRANDI OBIETTIVI” (GO) (“Grands Objectifs” de l’activité vitivinicole aussi et donc du zonage, et qui ne part pas des aspects “techniques” typiques du “Petit Zonage” (PZ) ou “Zonage Thématique” tels que par exemple le sol, le climat, le modèle de vignoble et sa gestion, etc., qui représentent les “moyens” pour atteindre les “grands objectifs” cités ci-dessus (Cargnello G. 1997, 1999 a-b et 2003 a-c).
Il faut donc souligner à nouveau que les “grands objectifs” ne doivent pas être confondus, comme il arrive souvent dans notre secteur aussi, avec les moyens utilisés pour atteindre ces objectifs. L’objectif de ce travail est de démontrer ultérieurement l’importance fondamentale de l’aspect économique dans le zonage, et en particulier la composante communication et marketing qui doit cependant être gérée de manière équitable et harmonique en ce qui concerne les autres facteurs de l’activité productive, c’està-dire les aspects techniques, économiques-sociaux, et existentiels, prévus dans notre “Grand Filière” (GF).
Ce travail a été conduit a Ormelle dans le Nord-Est de l’Italie, en Vénétie en Province de Treviso dans la “TERRA DELLA VALLE DEL PIAVE” (“Terre de la Valléè du Piave”), en suivant la méthodologie de base suivante: Cargnello G., (1999); 2003a; Carbonneau A., Cargnello G., (2003). Les résultats philosophiques, méthodologiques et applicatifs obtenus dans cette recherche sont très encourageants et nous induisent à intensifier ces activités, dans le but d’appliquer dans la pratique du zonage les indications d’ordre technique, économique, social et existentiel fournies par ces recherches sur le “Grand Zonage”.

In preceding works on zoning “GRANDE ZONAZIONE” (GZ) (“Great Zoning”) the so-called “GRANDE FILIERA” (GF) (“Great Chain”) has been discussed. Within this frame, among the 54 indicators which can be used to read and to appraise a zoning process there are also Marketing and Promotion as fundamental factors of the so-called “GRANDE ZONAZIONE” (GZ) (“Great Zoning”). This GZ starts from economic, social and existential aspects which represent from the bottom of the chain the “GRANDI OBIETTIVI) (GO) (“Great Objectives”) of the vine growing process too and therefore of zoning and does not start from “technical” aspects which are typical of the so-called “Small Zoning” or ” Thematic Zoning”, as for instance soil, climate, vineyard model and its management, etc., which instead represent the “tools” to reach the “great objectives” above quoted (Cargnello G. 1997 and 2003).
Hence, we have to emphasize that the “great objectives” must not be confused, as it often happens also in our research groups, with the means used for achieving such objectives.
The goal of this work is to stress the basic role that either economic issues or marketing and promotion assume in zoning. The latter, however, should be managed in a fair and unbiased way according to the other technical, economic-social and existential factors of the production process as stated in the so-called “Great Chain”.
The work has been carried out in the Northeast part of Italy, in the Veneto Region and, more specifically, in the Province of Treviso in the “TERRA DELLA VALLE DEL PIAVE” (“Land of the Piave Valley”), taking into account the following basic methodology: Cargnello G., (1999); 2003a; Carbonneau A., Cargnello G., (2003).
The philosophical, methodological and application results coming from these researches are very encouraging. They induce us to intensify them in order to put into practice, in the zoning process, the technical, economic, social and existential indications on the “Great Zoning”, which emerge from these researches.

DOI:

Publication date: January 12, 2022

Issue: Terroir 2004

Type: Article

Authors

G. Cargnello (1), L. Galletto (2), S. Scaggiante (2), L. Pezza (1), C. Brugnera (1)(2), S. Dall’Acqua (1)(2), M. Nardin (1)(2)

(1) SOC Tecniche Colturali – Istituto Sperimentale per la Viticoltura – Viale XXVIII Aprile 26 – 31015 Conegliano (TV) Italy
(2) Università di Padova – Corso di Laurea in Scienze Viticole ed Enologiche Conegliano (TV) – Viale XXVIII Aprile 26 – Italy

Contact the author

Keywords

communication, marketing, zoning, great zoning

Tags

IVES Conference Series | Terroir 2004

Citation

Related articles…

Grapevine yield estimation in a context of climate change: the GraY model

Grapevine yield is a key indicator to assess the impacts of climate change and the relevance of adaptation strategies in a vineyard landscape. At this scale, a yield model should use a number of parameters and input data in relation to the information available and be able to reproduce vineyard management decisions (e.g. soil and canopy management, irrigation). In this study, we used data from six experimental sites in Southern France (cv. Syrah) to calibrate a model of grapevine yield limited by water constraint (GraY). Each yield component (bud fertility, number of berries per bunch, berry weight) was calculated as a function of the soil water availability simulated by the WaLIS water balance model at critical phenological phases. The model was then evaluated in 10 grapegrowers’ plots, covering a diversity of biophysical and technical contexts (soil type, canopy size, irrigation, cover crop). We identified three critical periods for yield formation: after flowering on the previous year for the number of bunches and berries, around pre-veraison and post-veraison of the same year for mean berry weight. Yields were simulated with a model efficiency (EF) of 0.62 (NRMSE = 0.28). Bud fertility and number of berries per bunch were more accurately simulated (EF = 0.90 and 0.77, NRMSE = 0.06 and 0.10, respectively) than berry weight (EF = -0.31, NRMSE = 0.17). Model efficiency on the on-farm plots reached 0.71 (NRMSE = 0.37) simulating yields from 1 to 8 kg/plant. The GraY model is an original model estimating grapevine yield evolution on the basis of water availability under future climatic conditions.  It allows to evaluate the effects of various adaptation levers such as planting density, cover crop management, fruit/leaf ratio, shading and irrigation, in various production contexts.

Adaptation to soil and climate through the choice of plant material

Choosing the rootstock, the scion variety and the training system best suited to the local soil and climate are the key elements for an economically sustainable production of wine. The choice of the rootstock/scion variety best adapted to the characteristics of the soil is essential but, by changing climatic conditions, ongoing climate change disrupts the fine-tuned local equilibrium. Higher temperatures induce shifts in developmental stages, with on the one hand increasing fears of spring frost damages and, on the other hand, ripening during the warmest periods in summer. Expected higher water demand and longer and more frequent drought events are also major concerns. The genetic control of the phenotypes, by genomic information but also by the epigenetic control of gene expression, offers a lot of opportunities for adapting the plant material to the future. For complex traits, genomic selection is also a promising method for predicting phenotypes. However, ecophysiological modelling is necessary to better anticipate the phenotypes in unexplored climatic conditions Genetic approaches applied on parameters of ecophysiological models rather than raw observed data are more than ever the basis for finding, or building, the ideal varieties of the future.

Terroir analysis and its complexity

Terroir is not only a geographical site, but it is a more complex concept able to express the “collective knowledge of the interactions” between the environment and the vines mediated through human action and “providing distinctive characteristics” to the final product (OIV 2010). It is often treated and accepted as a “black box”, in which the relationships between wine and its origin have not been clearly explained. Nevertheless, it is well known that terroir expression is strongly dependent on the physical environment, and in particular on the interaction between soil-plant and atmosphere system, which influences the grapevine responses, grapes composition and wine quality. The Terroir studying and mapping are based on viticultural zoning procedures, obtained with different levels of know-how, at different spatial and temporal scales, empiricism and complexity in the description of involved bio-physical processes, and integrating or not the multidisciplinary nature of the terroir. The scientific understanding of the mechanisms ruling both the vineyard variability and the quality of grapes is one of the most important scientific focuses of terroir research. In fact, this know-how is crucial for supporting the analysis of climate change impacts on terroir resilience, identifying new promised lands for viticulture, and driving vineyard management toward a target oenological goal. In this contribution, an overview of the last findings in terroir studies and approaches will be shown with special attention to the terroir resilience analysis to climate change, facing the use and abuse of terroir concept and new technology able to support it and identifying the terroir zones.

Impact of yeast derivatives to increase the phenolic maturity and aroma intensity of wine

Using viticultural and enological techniques to increase aromatics in white wine is a prized yet challenging technique for commercial wine producers. Equally difficult are challenges encountered in hastening phenolic maturity and thereby increasing color intensity in red wines. The ability to alter organoleptic and visual properties of wines plays a decisive role in vintages in which grapes are not able to reach full maturity, which is seen increasingly more often as a result of climate change. A new, yeast-based product on the viticultural market may give the opportunity to increase sensory properties of finished wines. Manufacturer packaging claims these yeast derivatives intensify wine aromas of white grape varieties, as well as improve phenolic ripeness of red varieties, but the effects of this application have been little researched until now. The current study applied the yeast derivative, according to the manufacture’s instructions, to the leaves of both neutral and aromatic white wine varieties, as well as on structured red wine varieties. Chemical parameters and volatile aromatics were analyzed in grape musts and finished wines, and all wines were subjected to sensory analysis by a tasting panel. Collective results of all analyses showed that the application of the yeast derivative in the vineyard showed no effect across all varieties examined, and did not intensify white wine aromatics, nor improve phenolic ripeness and color intensity in red wine.

Vineyards and clay minerals: multi-technique analytical approach and correlations with soil properties

Purpose of this research is to quantitatively assess the mineral component of vineyard soils, with particular attention to the mineralogical analysis of clays, which represent an element of high importance in the vineyard culture as well as in general agriculture. An X-ray diffraction (XRD) / thermogravimetric (TG) multi-technique analytical approach was developed, tested on soil samples taken from vineyards around the world. This codified analytical procedure was necessary to obtain precise qualitative and quantitative mineralogical data, globally comparable to distinguish the geopedological identity of the vineyards. Soil samples from vineyards of various locations were analysed, in very different geological conditions. The bulk-rock quantitative phase analysis (QPA) was obtained by the Rietveld method while the detailed composition of the clay-sized fraction was determined by modelling of the oriented X-ray diffraction patterns. The research provided a precise classification of the mineral component of soils, distinguishing the mineral phases of the clays and the so-called mixed-layer clay minerals. We found that the content in mixed layers can be directly correlated with the water retention and the cation exchange capacity ​​of the soil, while the presence of other clayey minerals and phyllosilicates in this research did not affect this CEC parameter, which codes the fertility level of the soils. The study demonstrates that terroir, in particular soils formed in complex or very different geological conditions, can only be effectively interpreted by properly analysing its mineral phases, in particular the mixed-layer clay component. These are characteristic abiotic ecological indicators, which may have specific eco-physiological influences on the plant.