Terroir for Increasing Wine Sales, Marketing and Branding - Literature review Example

MARKETING By Name Course Instructor Institution City/State Date Executive Summary Wine producers such as the Dominique Portet winery and Trump Winery attach premiums to terroir that improve quality of wine, as long as consumers can recognize and are ready to back such differences in quality. The report seeks to discuss the concept of terroir in a scientific and a sales, marketing and tourism context. In this regard, terroir in Dominique Portet winery from Yarra Valley and Trump Winery from Charlottesville is critically analysed based on soil, geology, topography, climate and microclimate, microbes and yeasts, neighbouring vegetation, and grape varieties. How Terroir Can Assist in Increasing Wine Sales, Marketing and Branding in Dominique Portet winery and Trump Winery Introduction Enthusiasts and producers of wine utilize the idiom “terroir,” which sources from the French word terre (connoting land), to refer to the unique attributes of an area that convey exceptional qualities to the produced wine (Swinchatt, 2009, p.694). The Dominique Portet winery establishment situated in the Yarra Valley is a family operated and owned winery and houses several magnificent views in the region. Trump Winery is located in Virginia, and the winery aspires to pursue Jefferson's path in creating new world wines enthused by the French wine regions of Champagne as well as Bordeaux. The company has always aspired to parcel up innovation as well as terroir. According to Anderson (2009, p.11), the France Appellation d'Origine Contrôlée (AOC) system, as well as analogous systems implemented in other new world wine regions like Yarra Valley and Charlottesville, are established upon the geographic area where the grape are produced, and are hence connoted on this terroir concept. Basically, if location characteristics considerably influence the quality of wine and if customers can differentiate such quality, then Whalen (2012, p.723) posits that vineyard prices could rely on terroir single-handedly, and wine designations might be redundant. On the other hand, customers may be unable to differentiate various wines rightly and could make use of wine designations as hints of average wines quality from wine areas (Aylward, 2010, p.81). Therefore, the report seeks to analyse how terroir can assist in increasing wine sales, marketing and branding of Yarra Valley and Charlottesville and how it impacts tourism in those area. Terroir Effects Currently, terroir a trendy concept, and being almost solely the old world preserve, is a talking point of the contemporary world. The conventional, terroir definition from the old world is somewhat a delicate one to truss, but Aylward (2010, p.83) posits that it can almost certainly be best reviewed as the ownership by a wine location such as Yarra Valley. Purposely, a wine from Yarra Valley conveys attributes associated with the physical setting wherein the grapes are grown. However, Beylier et al. (2012, p.38) ask why the change of opinion in the new world, where grape growing task is seen just as an ordinary prelude to the effort of winemaker. Even of late, the new world reaction to ‘terroir’ is that it is the very last marketing channel trick by winegrowers in Charlottesville and they should now start panicking with regard to their ever-increasing loss in market share. Soils Effects Certainly, Yarra Valley and Charlottesville soils vary in their physical as well as chemical properties, and according to Swinchatt (2009, p.695), the physical properties are more crucial for effects of terroir. Besides, the most persuasive signs in the methodical literature are that the soil type effect is by means of its physical properties, and more purposely, by means of water supply to the grapevine. Although science leaves behind what presently appears somewhat a powerless terroir version, Macqueen et al. (2003, p.185) do not believe that this essentially reduces the significance of this esteemed concept. Charlottesville winegrowers who make use of terroir as their directional framework and concentrates on the soil significance are accountable for an inexplicably enormous market share of the global most interesting wines (Macqueen et al., 2003, p.189). Conceivably Yarra Valley rock trials were not so erroneous in any case: even though it obviously appears no direct connection between wine flavour and soils. However, if Yarra Valley wine growers frame their activities within the milieu of a soil-based worldview and attempt to get a fraction of minerality as well as somewhereness into their wines, they may enormously heighten their likelihood of producing fascinating wine, which according to Foti et al. (2012, p.42) is what most customers want. Factors that Affect the Vineyard's Setting Yarra Valley and Charlottesville climate is extremely conducive, bearing in mind the fact that grapes cannot continue to exist if the temperature is extremely high or excessively low, therefore, wine should be made in a latitudes band of between 30° and50° at equator the opposite sides. Negro et al. (2010, p.1399) posit that wines produced at such bands’ margins can be poor in quality, but Charlottesville microclimate alleviates the severe state of affairs. In this regard, humidity, rainfall, radiation, solar, temperature, and wind are Charlottesville and Yarra Valley terroir climate elements. Closeness of an enormous water body such as sea and ocean in Charlottesville has remained a vital element for the reason that the area temperature is alleviated by the air warming effect that ascends from the sea or ocean. Macqueen et al. (2003, p.186) posit that grapes require amply cool coldness to rest and upsurge growth strength, but if it is excessively cold, frostiness harms the grapes roots as well as kills it. Besides that, the spring warmth in Yarra Valley agree to the growing of the grapes, and the Charlottesville summers have to be lengthy and sun-drenched, but too much warmth could accelerate grapes ripening, which according to Corinto (2012, p.47) will misplace quality. Apparently, heat and drought prevent photosynthesis, since the plant decreases its energy to the fundamental survival process. Soil, landscape and geology are vital factors in both Charlottesville and Yarra Valley that mediate the connection between the vines and indicate that a similar grape selection fail to develop to the similar quality in distinct type of weathers; but wineries in Yarra Valley with similar climate, but distinct soils and geology has over and over again produce comparable wines quality with aromas and flavours archetypal for that diversity. Increasing wine sales, marketing and branding Customers are looking for ways to learn and familiarize about wine so as to find, which wine is the most satisfying. Anderson (2009, p.15) posits that this breakthrough can be achieved in a range of ways: by means of an eye-catching label design such as that of Dominique Portet winery, an occasion for wine-tasting as seen in Trump Winery. Fundamentally, there are particular essential factors to production of a triumphant wine, but most importantly is knowledge about terroir. A preference by Trump Winery to produce as well as market his/her wine by terroir is profoundly based on decades of custom aimed to underline the rareness as well as intricacy of wine produced in certain topography. A winery like Trump Winery according to Whalen (2012, p.724) have a more circumscribed reach to customers, given that they need more- well-versed buyers who are able to value the nuances of their wines and be ready to pay high prices. Considering worldwide trends in the midst of new-fangled wine consumers, Corinto (2012, p.51) thinks that this presents a setback for Trump Winery, especially because they produce and market wine by terroir. Most winemakers in Charlottesville deem terroir plays a crucial role in their marketing strategies; they mainly aspire to follow the latest promotion drive intended for fortifying the brand “Bordeaux” that has proved how crucial terroir is at generating demarcation and consequently, perceived reputation. Basically, concentrating on the consumer has failed to be strength for many wineries such as Dominique Portet winery, which according to Negro et al. (2010, p.1403) has depended much on terroir and tradition to promote its wines. In insubordination of marketing tendencies in Dominique Portet winery and Trump Winery, they continue to segment and promote their wine rooted in terroir (Foti et al., 2012, p.40). This craving to bring about custom upholds a level of intricacy for customers in comprehending wine; thus restraining its ease of access to new-fangled consumers and lowering sales. Instead of looking to become accustomed, Dominique Portet winery as well as its antagonists decline to terroirisme and overstress the significance of terroir in understanding wine. According to Aylward (2010, p.87), this approach fails to aspire in making high-quality wine, but instead stresses the conventional facets of geographically-based wine production; thus, paying no attention to contemporary trends. In a modern wine market, using terroir approach to market winemaking as seen in Bordeaux brand case, can not only increase Dominique Portet winery and Trump Winery sales of wine in the global market but can as well attract tourists. Terroir and Tourism Terroir based tourism is promising especially in Charlottesville where Trump Winery is located, with tourists to Yarra Valley more and more engaged in exploring the affluence of eco-tourism as they endeavour to sample the region’s well-known wines. Actually, in recent times tourists in Trump Winery do not have to taste wine to get pleasure from a day in the terroir. From Dominique Portet winery 's markets and accommodation to rock music fiestas, terroir tourism according to Negro et al. (2010, p.1409) is generating enormous community awareness based on issues of sustainability, which includes energy conservation, recycling in addition to reducing ecological footprints. Besides that, terror-based tourism in Dominique Portet winery has led to job creation in the midst of local people, and undoubtedly this is one of the positive by-products. Camilleri (2008, p.32) affirms that the low-impact and high-yield tourism paradigm has remained to be a good fit in the terroir, which usually provides highly individual and elite knowledge to tourists.. Recommendation and Conclusion Dominique Portet winery and Trump Winery should integrate the tradition with contemporary marketing methods as well as the modern market trends. Since France is no more the world’s leading country that produces high-quality wines Dominique Portet winery should take the chance to move global. The increase of wine markets across the world has generated a more spirited market, and the burden is on Dominique Portet winery to make their wine both reachable and understandable to modern’s consumers. In conclusion, it has been argued that terroir plays a crucial role in determining the quality of wine, the sales of wine, and also the survival of the winemaker in the global market. References Anderson, K., 2009. Terroir Rising? Varietal and Quality Distinctiveness of Australia's Wine Regions. Enometric, vol. 2, no. 1, pp.9-27. Aylward, D.K., 2010. Pursuing the creative: new pathways in the 'economy of wine'. International Journal of Busness Excellence, vol. 4, no. 1, pp.80-93. Beylier, R.P., Messeghem, K. & Fort, F., 2012. The terroir private label effects on distributors' legitimacy: the case of Carrefour's Reflets de France brand. Décisions marketing, vol. 66, pp.35-45. Camilleri, C.S., 2008. Sharing Yalumba: Communicating Yalumba's commitment to sustainable winemaking. Corporate Communications: An International Journal, vol. 13, no. 1, pp.18-41. Corinto, G.L., 2012. Wine Terroir Concept: Some Preceding in Arrigo Serpieri's Agrarian Zone. Enometrica, vol. 4, no. 1, pp.43-56. Foti, V.T., Pilato, M. & Timpanaro, G., 2012. Assessment of Result from Quality Control Systems in the Sicilian Winemaking Industry through the Use of Multi-varied Analysis. New Medit: Mediterranean Journal of Economics, Agriculture and Environment, vol. 10, no. 3, pp.39-48. Macqueen, R.W., Meinert, L.D. & Anonymous, 2003. Terroir, geology and wine; a tribute to Simon J. Haynes. Abstracts with Programs - Geological Society of America, vol. 35, no. 6, pp.185-86. Negro, G., Hannan, M.T. & Rao, H., 2010. Categorical contrast and audience appeal: niche width and critical success in winemaking. Industrial and corporate change, vol. 19, no. 5, pp.1397-425. Swinchatt, J., 2009. Does terroir still matter? Abstracts with Programs - Geological Society of America, vol. 41, no. 7, pp.694-95. Whalen, P., 2012. Wine Politics: How Governments, Environmentalists, Mobsters, and Critics Influence the Wines We Drink. Journal of World History, vol. 23, no. 3, pp.723-25. Read More