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…

A fine-scale approach to map bioclimatic indices using and comparing dynamical and geostatistical methods

Climate, especially temperature, plays a major role in grapevine development. Several bioclimaticindices have been created to relate temperature to grapevine phenology (e.g. Winkler Index, Huglin Index, Grapevine Flowering Véraison model [GFV]).

The challenge of improving oenological quality in favorable conditions for productivity

Marselan (Cabernet-Sauvignon x Grenache), has been planted for more than 20 years now in Uruguay. Due to its good agronomic and oenological aptitudes under uruguayan conditions, it is currently the red variety with highest plantation rate. The objective of the study was to identify management practices, aimed at improving quality in highly productive vineyards, different fruit/leaf regulation methods were tested in southern Uruguay.

From vine to wine : a multi-trait experiment for increasing the varietal diversity in the bordeaux wine region. How to adapt to climate change without damaging terroir expression?

Context and purpose of the study climate change is impacting wine typicity across the globe, raising concerns in wine regions historically renowned for the quality of their terroir. Replacing some of the plant material can be an efficient lever for adapting to climate change. However, the change of cultivars also raises questions about the region’s wine typicity. This study, based on seven years of data, investigates the potential adaptability of over 50 different varieties in the bordeaux wine region.

La variabilità del colore in vini rosati dell’Italia meridionale

Nei vini rosati, è il colore ad avere il primo impatto con il consumatore. Esso risulterà tanto più accattivante, quanto più elegante e raffinato si presenta.

Evolution of oak barrels C-glucosidic ellagitannins

During oak wood contact, wine undergoes important modifications that modulate its organoleptic quality and complexity, including its aroma, structure, astringency, bitterness and color. Vescalagin and castalagin are the two main C-glucosidic ellagitannins found in oak wood used for wine aging wood but lyxose/xylose derivatives (grandinin and roburin e) and dimeric forms (roburins a,b, c and d) are also present. The presence of several hydroxyl groups in the ortho-positions at the periphery of the structure of the ellagitannin isomers allows these molecules to undergo oxidation or condensation reactions with other compounds.