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…

Description of the relationship between trunk disease expression and meteorological conditions, irrigations and physiological response in Chardonnay grapevines

In this audio recording of the IVES science meeting 2022, Florence Fontaine (Université de Reims Champagne Ardenne) speaks about grapevine trunk disease. This presentation is based on an original article accessible for free on OENO One.

Changes in wine secondary metabolites composition by the timing of inoculation with lactic acid bacteria: impact on wine aroma

For the first time, it was established that the timing of inoculation with LAB could significantly impact the concentration of many secondary metabolites leading to significant aromatic changes. From studied compounds, the most influenced were esters and diacetyl.

Grape byproducts as source of resveratrol oligomers for the development of antifungal extracts

Grape canes are a non-recycled byproduct of wine industry (1-5 tons per hectare per year) containing valuable phytochemicals of medicine and agronomical interest. Resveratrol and wine polyphenols are known to exert a plethora of health-promoting effects including antioxidant capacity, cardioprotection, anticancer activity, anti-inflammatory effects, and estrogenic/antiestrogenic properties (Guerrero et al. 2009). Additionally, resveratrol is a major phytoalexin produced by plants in response to various stresses and promotes disease resistance (Chang et al. 2011). Our project aims to develop polyphenol-rich grape cane extracts to fight phytopathogenic or clinically relevant fungi. We initiate the project with the development of analytical methods to analyze resveratrol mono- and oligomers (dimers, trimers and tetramers) from grape canes and we evaluate their potential activity against clinically relevant opportunistic fungal pathogens (Houillé et al. 2014).

A versatile genome editing platform for grapevine: improving biotic and abiotic stress resilience 

New Plant Breeding Techniques (NPBTs) have arisen with the objective of surmounting the constraints inherent in conventional breeding methodologies, thereby enhancing plant resilience against both biotic and abiotic stresses. To date the application of genome editing in grapevine is still limited by the necessity to overcome recalcitrance to produce embryogenic calli and to regenerate plants. In our studies, we developed a smart and versatile genetic transformation system carrying all the most promising features of different genome editing approaches. In specific, we joined the GRF-GIF expression to improve regeneration, the systemic movement of the editing transcripts through tRNA-like sequences (TLS) and the cisgenic-like approach to remove transgenes.

Deciphering the color of rosé wines using polyphenol targeted metabolomics

The color of rosés wines is extremely diverse and a key element in their marketing. It is due to the presence of red anthocyanins extracted from grape skins and pigments formed from them and other wine constituents during wine-making.