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”.

Download the PDF

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…

Terroir and Typicity: proposed definitions for two essential concepts in the understanding of Geographical Indications and sustainable development

The content of this communication arises from the deliberations of a working group mandated within the framework of the INRA-INAO 2000-2003 research convention, which brought together INAO representatives and researchers who had worked on AOCs or PGIs, in disciplines from the sphere of the humanities (consumer science, marketing, rural development) and biotechnical sciences (agronomy, animal production science, technology, biochemistry).

Read More

ADDITION OF OAK WOOD ALTERNATIVE PRODUCTS: QUALITATIVE AND SENSORIAL EFFECTS FOR A WHITE WINE OF ALIGOTE

Wines matured in contact with wood are extremely popular with consumers all over the world. Oak wood allows the organoleptic characteristics of wine to be modified. Wines are enriched with volatile and non-volatile compounds extracted from the wood. The aromas extracted from oak wood contribute to the construction of the wine’s aromatic profile and the main polyphenols extracted can modify taste perceptions such as astringency and bitterness. All the compounds extracted from the wood thus contribute to the balance and quality of the wines.

Read More

Harnessing biodiversity to improve grapevine rootstock adaptation to drought

Drought is one of the most challenging threats for viticulture because of its impact on reducing yield and on the composition of grapes.

Read More

Campania region grapevine patrimony: a determination of the heat requirement of 19 nearly all-native ultivars. Nine years of observations.

Nous avons peu d’informations sur les cépages cultivés dans la région de la Campania (sud de l’ltalie). En particulier insuffisant sont les études sur les besoins thermiques de tels cépages.

Read More

Implication of secondary viral infections on grafting success rated in nurseries

Grapevine grafting is a complex process that since the establishment of phylloxera has become mandatory for grapevine. Grafting success in grapevine nurseries considerably varies among years and batches with most variety/rootstock combinations reach a high success rate (between 75% and 90%), but some combinations show lower success rates of around 40-50%. The causes of this variation are unknown, although biotic stresses like those caused by some viral infections have been demonstrated to affect the process. European certification schemes for the vegetative propagation of the vine include five major viruses (Arabis mosaic virus, Grapevine Fanleaf Virus, Grapevine Fleck Virus, and Grapevine-associated Leafroll Virus 1 and 3).

Read More