Terroir 2010 banner
IVES 9 IVES Conference Series 9 Denial of the wine-growing landscape

Denial of the wine-growing landscape

Abstract

The aim of this presentation is to analysis the impact of the viticultural landscape in communication on labels of wine produced in heroic viticulture areas. To verify whether the ”viticultural landscape” tool has been used to arouse emotions and stimuli in the consumer, a study was carried out on the front and back labels of wines from heroic viticulture areas belonging to the Cervim which competed in the traditional annual mountain wine challenge. The immediate aim was to analyse the frequency of use of the message “heroic viticulture”, the form it was used in and the relative importance attributed to the message among the other information contained on the label, taking into account the geographical origin of the wines and the type of producer (private, winegrowers’ association).
The analysis showed that the viticultural landscape was used only for few wines and in different forms, favouring definitions rather than images.
It was possible to find the reasons behind the producers’ choices and for non-use (lack of available space, effective terminology and forms of communication, as well as the need for regulations on wine-labelling).
The analysis concluded that consumers and the distribution chain perceive communication of the viticultural landscape, especially heroic viticulture, as being positive for choosing and assessing the quality of a wine, while producers are still bound to traditional communication that has found neither the form nor the place for using the relationship between landscape and wine to advantage.
To sum up, it seems that mountain wine and heroic viticulture wineries still deny the validity of the message “viticultural landscape-heroic viticulture”.

DOI:

Publication date: December 3, 2021

Issue: Terroir 2010

Type: Article

Authors

Maurizio Sorbini (1), Gianluca Macchi (2)

(1) Bologna University, V. Broccoli 2/e, 40024 Castel San Pietro (Bo), Italy
(2) CERVIM, Loc Teppe Quart Aosta, Italy

Contact the author

Keywords

Heroic viticulture, Landscape, Message, Communication, Wine value

Tags

IVES Conference Series | Terroir 2010

Citation

Related articles…

Elicitors application in two maturation stages of Vitis vinifera L. cv Monastrell: changes on the skin cell walls

AIM: In a recent study, it was determined that the mid-ripening period is the most suitable for the application of methyl jasmonate (MeJ), benzothiadiazole BTH and MeJ+BTH on Monastrell grapes, to favor maximum accumulation of phenolic compounds at the time of harvest. However, the increase in the anthocyanin content of

HOW DO ROOTSTOCKS AFFECT CABERNET SAUVIGNON AROMATIC EXPRESSION?

Grape quality potential for wine production is strongly influenced by environmental parameters such as climate and agronomic factors such as rootstock. Several studies underline the effect of rootstock on vegetative growth of the scions [1] and on berry composition [2, 3] with an impact on wine quality. Rootstocks are promising agronomic tools for climate change adaptation and in most grape-growing regions the potential diversity of rootstocks is not fully used and only a few genotypes are planted. Little is known about the effect of rootstock genetic variability on the aromatic composition in wines; thus further investigations are needed.

Addition of Malvasia di Candia Aromatica must and marcs to Golden Ale beer wort to obtain different Italian Grape Ales

Nowadays, the recovery of secondary resources of wine industry is insufficient and the developing of new products and adjuvants from secondary raw materials could become a relevant sector of research. The re-use of byproducts derived from winemaking could improve the sustainability of wine industry and give additional value to other food industries

Cabernet-Sauvignon ripening in Chile: follow-up study from 2012 to 2018

Temperature is a relevant parameter during vineyard development, affecting vine phenology and grape maturity. Moreover, the climate of the different Chilean valleys influences the varieties cultivated, the ripening period and the final quality of the wines. The use of growing degree days (GDD) is known worldwide for the study of climate in viticulture regions. However, little is known about the evolution of maturity and the sugar loading stop, based on this parameter.

Unveiling the viticultural heritage of Rachaya, Lebanon: genetic, ampelographic and chemical profiling of local grape varieties

Located in the western bekaa region of lebanon, rachaya is known for its extensive history of viticulture and ideal mediterranean conditions for grapevine cultivation. Despite the area’s importance in grapevine production, there is limited knowledge about the local grape varieties grown there. In this work, we conducted a detailed analysis of five local grapevine varieties in the area, obeidy, kassoufi, foddeh, aswadi, and maryami, of which little is currently known, in comparison to a set of international varieties.