The Terroir Influence in New World Winery - E & J Gallo Winery - Case Study Example

The Terroir Influence in New World Winery Name Course Tutor Institution Date Introduction Terroir literally refers to a set of features that the geology, geography and the climate of a place interacting with the genetics of plants express in agricultural products like coffee, wine, hopes, chocolate, tea and heritage wheat. Terroir sometimes is loosely translated to represent a sense of people with certain characteristics summing from the effects of the local environment (Goode, 2013). For years, the winemakers in France developed the concept of Terroir through observing distinctions in wine products from different, vineyards, regions or different parts of the same vineyard. They started developing the concept as a method of describing the peculiar features of a place which shape and influence the wine products made from it. Before the concept of terroir emerged in France, different parts that made wine in the world had already established concepts of different areas having unique potential to create distinct wines from even the same grapes. The main directive in post modern wineries is to display the distinctive terroir face (Wilson, 1998). This implies that the winemaker is psyched to remain as invisible as possible and allow the features of a place to come out in the best expression. Currently, a variety of new world wines from different regions struggle fit these simplistic expectations of the norms of variety. The E & J Gallo-new world winery The E & J Gallo winery is a new world winery distributor based in Modesto in California. The firm was founded in 1933 by two brothers Julio Gallo and Ernest Gallo. It is among the world’s largest exporter of wine. The company greatly relies on the terroir influence in its marketing approaches. It is apparently the largest foremost world winery in grape growing, making, marketing and distribution of wines. With over nine wineries located in both Washington and California and accessing grapes from vineyards in the main grape growing areas in the two states, the company produces all categories of wine to suite every taste. The company imports wines from over eight of main countries that grow wine in the world. The company has several brands such as ridlewood, Apothic, Louis M. Martini, Barefoot Cellars, Frei Brothers MacMurray Ranch, DaVinci Bridle wood, Martin Codax, Mirassou Vineyards, Ecco Domani, Edna Valley Vineyard and William Hill Estate. Currently, the company is extending its portfolio to accommodate distilled spirits (Caputi, 2000). Soil Vines can be grown on a large variety of soils. In deep and rich soils, vines grow fast and highly productive, however, when vines are cultivated on poor soils better wines are produced. The effect of the soil on grape composition and vine taste and nature is complex, because the soil affects vine water uptake and mineral nutrition, also temperature in the root zone and depth in rooting. Unfortunately most winegrowers in California, who supply their wines to E & J Gallo wineries sometimes, cater so much to last member of terroir who is the consuming public. The columnists in wine reviews seemingly prefer aromatic and he cabernets beyond everything. This preference has to some extend influenced the wine making process for higher rating numbers. This has to some extend masked the terroir effect (Wright, 2014). Geology Geology deals with dating of sedentary strata and rock types. Geology indirectly acts on topography. The type of the soil is also related to the rock on which it has developed. In various regions, there is a good correspondence between the quality of the wines produced and the geological sediment. Wine growers in California have learned to use knowledge of the rocks and soil properties to produce highly quality and world renowned wines. Variables in soil chemistry, mineralogy and soil texture reflect the underlying geology that dictates soil characters (Wright, 2014). Quality grapes grow under specific balanced nutrients and optimum soil conditions. Fine grapes also grow on sandstones of Wilson formation. This formation form soils which have almost perfectly balanced nutrient contents and have relatively low cation exchange (Wilson, 1998). The firm gets more grapes from winegrowers in Sonoma County which are grown on alluvial deposits which produce soils of variable qualities owing to the various chemistry and composition. As such grapes from this county feed the firm with various quality grapes to manufacture different brands of wine. Climate &topography The climate surrounding the E & J Gallo is diverse and quite favorable for the winery business. The field extends into a very fertile valley. Most of the regions around the firm which grow wines are seasonally arid. This climate allows for a combination of chemical and physical weathering of rocks and the soils have different nutrients during different seasons. These unique properties are dictated by the moisture in the soil caused by the seasonally arid climate (Languedoc, 2006). The variability of rock types as soil contents based on climatic changes allow for growing of different qualities of wines which may be relevant for different brand manufacturing but pose challengers to soil consultants and winegrowers. Neighboring vegetation The E&J Gallo is generally surrounded with a rich vegetation due to its great efforts in environmental; sustainability. One of the company’s executive, Julio Gallo, introduced quite an innovative approach in an effort to conserve the land in Sonoma county referred to as the 50% give back. In this strategy, for every single acre of land with vine, there was set aside another acre to protect and enhance wild life. The Gallo winery company IS driven by the general principle to conduct business in a way that preserves the environment. While the policy or approach is driven by a love for land, it is a general ecological move that protects each aspect of the environment. The resultant natural habitat from this policy encourages an ecosystem of animals and plants which are more beneficial to the vineyards. The red-tailed hawks in the region aid in controlling the population of starlings which eat fruits. Microbes and yeasts At E &J Gallo, major efforts have been directed towards physiological classification of wine in different brands using biolong micro plate systems which measure the growth of particular microorganisms on different carbon atoms. The patterns of growth are compared to the type of stains in the database. The company has its own custom database involving wine microbes. The databases are used to develop a picture of microbial ecology of fermentation of wine which leads to a better understanding of the production process. The company also has a team of biologists who study the grapes/plants and microorganisms at a molecular level. For instance, the juice drinks and wine and related to different microorganisms which are used to make different brands from different qualities of vine. The company has six vineyard pathogens patented and 13 species of yeast to manufacture different brands and qualities of wine (Caputi, 2000). Grape varieties E & J Gallo are privileged to enjoy a variety of both from within California and other places in the world. California has a surrounding of quality grape growers who distribute to Gallo. With almost a three quarter capacity of France, California produces over 90% of all the wine in America (Bettiga, 2003). The main grape varieties from used in the company include the Thompson and Carignan. Generally, the company uses over 100 grapes from Italian, French and Spanish varietals. The seven leading varieties used in the company include, Pinot noir, merlot, chardonnay, cabernet sauvignon, zinfandel and syrah. E & J Gallo also imports its wines from eight different countries. These wines are grown on eight different soils and therefore their qualities are differentiated basing on these soils. Additionally, the makes its different brands basing on the specific wines used and the country in which the vines were produced. The viticulturist at the firm use the vineyard resources at their disposals to try new grape variety planting in California region in an effort to establish which varieties grow best in a certain region, soil type and climate (Caputi, 2000). For instance, the firm has been trying to develop the plantation of Elderena the French wine as in San Joaquin valley due to the matching soil components with that of the original plantations in France. Influence of terroir on marketing and branding The marketing and the branding influence of terroir on wines is vested in its traditional concepts that tend to associate the quality of a particular wine with the place it was produce. The grapes types do not seem to matter as much as where they were grown as people tend associate quality with the soil geology , topography and climate of the region the within which the winery is located and the grapes are grown. E & J Gallo winery is situated in California, an environment with diverse climate that has some effects both on the geology and the soil (Caputi, 2000). This kind of terroir makes a strong base for marketing which could explain why the E & J Gallo winery has risen to the top in the wine manufacturing industry. The company brands its wine with a variety plants against a diverse background including green vegetation probably found in the parks that are along the vineyards. Some brands are having images of animals. This combination makes a strong and appealing terroir for Gallo’s marketing. Generally, the terroir influence is still applied in new world wineries as people continue to associate the quality of wines with the environment in which they were grown. For a company to remain relevant in the wine industry, it should establish its brands as containing products from grapes that most appeal to consumers. E & J Gallo, has apparently succeeded because its identification with different varieties of gapes not only from California but also from other famous grape growing countries. Bibliography Bettiga, L. J. (2003). Wine grape varieties in California. Oakland, Calif, University of California, Agriculture and Natural Resources. Goode, J (2013). Mechanisms of terroir. Retrieved from http://www.wineanorak.com/mechanisms_terroir1.htm Languedoc, S. C. (2006) Geology and Soil: Effect on Wine Quality. Retrieved from http://terroir2010.entecra.it/atti/pdf/session4.pdf Caputi, A. (2000). Fifty Years of Research at the World's Largest Winery. Retrieved from http://www.practicalwinery.com/novdec00p5.htm Wilson, J. E. (1998). Terroir: [the role of geology, climate, and culture in the making of French wines]. Berkeley, Calif, Univ. of California Press. Wright, T.W. (2014). Geology, soils and wine quality in Sonoma County, California. Carlifornia: Sonoma State University Read More