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…

L’étude “terroirs d’Anjou”: un exemple de caractérisation intégrée des terroirs viticoles, utilisable à l’échelle parcellaire

Natural factors of the production (“terroir” and vintage) are known as an important element for identifying wines by their genuine typicité and their authenticity. The program “Terroirs d’Anjou” (1994-1999) aims at bringing the necessary scientific basis for a rational and reasoned exploitation of the terroir.

Read More

Grafting, the most sustainable way to control phylloxera over 150 years

Just over 150 years ago, phylloxera, daktulosphaera vitifoliae, was introduced to europe, and particularly france, from north america via imports of american vitis plants. This aphid, with its complex biology and life cycle, has spread rapidly to most vineyards, causing rapid and lethal decline of v. Vinifera vines due to the primary and secondary damage it causes to the roots. In response to this pest, and given the economic importance of the french wine sector, professional representatives organised into ‘agricultural societies’, scientists and public authorities rallied together to identify the exact causes, seek solutions and try to stem the serious socio-economic crisis that ensued.

Read More

How climate change can modify the flavor of red Merlot and Cabernet-Sauvignon

he main goal of this research was to identify key aroma compounds linked with the maturity of grapes (ripe and overripe) and involved in grapes and wines with an intense dried fruits aroma. Odoriferous zones reminiscent of these aromas were detected by gas chromatography coupled with olfactometry (GC-O).

Read More

Terroir in Tasting: A sensory approach for marketing fine Australian wines of provenance as memorable experiences

Aims: Establishing an image of fine wine through the Geographical Indication (GI) system is of interest to the Australian wine sector. Beyond provenance, the sensory experience of fine wine is often linked to consumption with appropriate foods. For this purpose, studies were undertaken to understand consumer perceptions of what

Read More

Paysages viticoles et terroir dans l’OAC Ribeira Sacra (Galice, NO de l’Espagne)

The concept of Appellation d’Origine Contrôlée (AOC) is based on the existence of a link between the characteristics of the terroir and the quality and typicality of the production (DELAS, 2000). If for a long time, this link only appeared as the fruit of empiricism, the research undertaken recently has made it possible to scientifically establish the complex relationships between the functioning of natural environments and the ability to produce quality.

Read More