How Terrior Assist in Increasing Wine Sales, Marketing and Branding in Tourism Area - Essay Example

How Terrior Assist in Increasing Wine Sales, Marketing and Branding in Tourism Area Name Course Name and Code Instructor’s Name Institution Name Date Terroir refers to a special attributes that the geology, geography as well as climate of a particular region, interacting with plant, depict themselves in agricultural goods such as wine, hops, chocolate, coffee, tea, heritage wheat and tomatoes (Giuliani, Morrison & Rabelloti, 2011). This concept has also been adopted in Protected Appellations of Origin products, for instance, Cheese. Loosely, terroir can be translated as “a sense of place,” that is embodied in particular characteristics, the effects an environment has on product production. Terroir is a concept that is at the base of French wine Appellation d’origine controlee (AOC) system that is the model for appellation as well as wine laws universally. The assumption at the core of this is land that grapes are cultivated has a great impact on the quality, which is specific to the growing site (Earth, 2014). Terroir is a term, which captures a multitude of environmental and cultural factors when growing grapes as well as making wine. Terroir was derived from Latin “terre” (Goode & Harrop, 2011). According to Gladstones (2011, p.110), climate offers differences in wine styles for the entire wine drinker. The characteristics of wine extracted from hot climate vary distinctly from a cool climate (Giuliani, Morrison & Rabelloti, 2011). Grape varieties suited best in a cool climate produces more wine that is more subtle with crisp acidity, lower alcohol, lighter body as well as bright fruit flavors. On the other hand, grape varieties from hot climate produce bigger, bolder wines that have soft acidity, higher alcohol, fuller body as well as dark or opulent fruit flavors (Clarke & Rand, 2010). Noteworthy, soil and geology do not have these key differences, however the produce subtle expression of the qualities in the same region or climate (Sloan & Leith, 2012). Production of wine takes place in relatively narrow climatic and geographic ranges and most often in the mid-latitude regions, which are more susceptible to great climatic capriciousness (WOSA, 2014). The outcome is that production of wine takes place within microclimates where growing period averages between 120C and 220C (Goode & Harrop, 2011). Additionally, individual wine grape have narrower climatic ranges that further restricts regions suitable for cultivation (Sloan & Leith, 2012). For instance, pinot noir is mostly grown in cool climates and the growing seasons range 140 to 160 C in regions such as Northern Oregon or Burgundy (Giuliani, Morrison & Rabelloti, 2011). Across the 2 degrees climate niche, pinot noir generates variations in style that is familiar with cooler regions that produce lighter and elegant wines and on the other hand warmer regions that produce full-bodied and fruit-driven wines (Sloan & Leith, 2012). Even though pinot noir can also be cultivated outside these climate bounds, the wine loses the quality and style associated with it (Dougherty, 2012). Worldwide, temperatures limits are found in mid-latitudes; nonetheless, latitude as contrast for climate appropriateness for wine production and viticulture has not been understood (Giuliani, Morrison & Rabelloti, 2011). Being on the same latitude does not mean that one can produce the same quality of wine, for instance, it does not mean that when a region lies in similar latitude like Bordeaux the region can have the same varieties as well as make the same style and quality of wine produced in Bordeaux (Giuliani, Morrison & Rabelloti, 2011). However, climate in Bordeaux is considerably humid and gets greater rainfall during growing season than Napa Valley, which is often compared. Both Bordeaux and Napa Valley are famous for carbernet sauvignon wines; however, the two regions produce them in different climates (Goode & Harrop, 2011). Napa Valley has higher temperatures during the day and lower temperatures at night because of low humidity levels, whereas Bordeaux has low temperature during the day and high temperatures at night due to high humidity (Giuliani, Morrison & Rabelloti, 2011). Additionally, general comparison in Mediterranean climate have not been well interpreted since Meditarranean region is characterized by two large water bodies – the Mediterranean and the Atlantic – while other areas have comparable climates that have a cooler ocean temperatures, linear coastline as well as one water body (expect South Africa) (Sloan & Leith, 2012). Another example that is very interesting because of differences in climate is in Italy since the Mediterranean climate towards the south has more humid compared to the subtropical climate found in the north (Giuliani, Morrison & Rabelloti, 2011). Limitations of production of wine in the Mediterranean-like climates have changed (Giuliani, Morrison & Rabelloti, 2011). Viticulture has become widespread in most part of the world and vineyards can be found in regions as afar as the Scandinavia as well as adjacent to the equator in countries such as Brazil, where there are two crops that are produced annually (Sloan & Leith, 2012). Growing wine grapes is very risky in such regions since there are many cases of untimely rainfall, winter freezes, high disease risk, high disease risk and tropical cyclones (Goode & Harrop, 2011). However, intent and innovation have developed thriving from homegrown to national wine identities from various parts in the world. A question that many people ask is that is there suitable weather condition that one can grow wine grapes (Goode & Harrop, 2011). Even though there are no vintages in any region that are identical, most farmers in any part of the world would be elated with enough precipitation as well as warmth to grow vine until it ripen with no extremes in weathers and disease. Even though climate is very important to wines and grapes, it also poses various challenges (Giuliani, Morrison & Rabelloti, 2011). Evidently, climates have been changing in the earth’s history; however, the rate and magnitude at which it has been taking place recently is more pronounced than what was experienced decades ago. Since crops including wine grapes have narrow climate niches for ideal quality, small changes in climate can result in copious challenges (Sloan & Leith, 2012). Opportunely, farmers have already and will persist to apply many adaptations in winery and vineyard (Goode & Harrop, 2011). A common adjustment is change to wine grape, which is appropriate to the novel climate; nonetheless, understanding when to apply this so that long-term sustainability can be attained is a great challenge (Giuliani, Morrison & Rabelloti, 2011). Additionally, changes in varieties will result in new challenges when marketing novel regional identities in the cutthroat competitive international marketplace (Sloan & Leith, 2012). Other changes include irrigation and trellising, modifying vineyard row orientation, as well as working with disease and virus free plants and comprehending genetic diversity of the grapevines (Sloan & Leith, 2012). There exist many latent adaptive approaches for farmers. In terroir, climate has a great impact on what can be grown in what location and how (Giboir, 2011; Gladstones, 2011; Harrington, 2007). Landscape, soil as well as geology are pertinent aspects, which mediate the interaction between the vine and climate, particularly soil water supply as well as nutrition (Goode & Harrop, 2011). Winegrowers employ numerous marketing strategies so that they can get more customers. Usually, these are tailored at distinctive characteristics regarding the wine, which is in a brand form or recognizable elements regarding the wine (Giuliani, Morrison & Rabelloti, 2011; Sloan & Leith, 2012). At this point terroir has a key role, however also where authenticity carries a message (Giuliani, Morrison & Rabelloti, 2011). The values, which are attached to wine in its terroir aspects in any market, is very invaluable to the farmer to bring the product in the market (Goode & Harrop, 2011). For instance, whether South Africa is considered to be a mass wine producer and there is nothing that there is nothing that can be added to distinguish its wine (Sloan & Leith, 2012). Premium wine as well as its capability to have a wide market depends on terroir as well as perception that the grape variety is matched to the suitable sites for expression of the unique aspects that can be recognized by a consumer (Giuliani, Morrison & Rabelloti, 2011). Wine producers are expected to market their products with an authentic as well as scientifically proven message regarding how elements of terroir have improved the quality of wine (Goode & Harrop, 2011). Marketers and winegrowers should ensure that they grasp the concept of terroir for their profit reasons (Mouton, 2006). Wines are important to the society and economy since it plays a crucial role in lives of many people. Consumers and farmers have come to appreciate wines and continuously aimed to improve its quality and quantity. In addition, the environmental factors play an important role in shaping the wines. Wines from New World are changing consumers’ take on what it should taste like, as well as what terroir is. Consequently, this has resulted in changed approach as well as perspective regarding terroir; depending on the method is that of the consumer or winegrower. From a consumer’s opinion, when Old World and New World wines are paralleled, it is apparent New World terroirs have great wines. New World wines reinforce how terroir works, and wines from good terroir can stand-alone. References Clarke, O & Rand, M 2010, Grape and Wine: A Comprehensive Guide to Varieties and flavours, Sterling publishing Company incorporated, New York. Dougherty, P 2012, The geography of wine: Regions, terroirs and techniques, Springer, London. Earth 2014 Climate, terroir, and wine: What matters most in producing a great wine? Retrieved from http://www.earthmagazine.org/article/climate-terroir-and-wine-what-matters-most-producing-great-wine Gibson, M 2011, The sommelier prep course: An introduction to the wines, beers and spirits of the world, John Wiley & Sons, New York. Giuliani, E.Morrison, A & Rabellotti, R 2011, Innovation and technology catch-up: The changing geography of wine production, Edward Elgar Publishing, Cheltenham. Gladstones, J 2014, Wine, Terroir and Climate Change, Wakefield Press, Kent Town. Goode, J & Harrop, S 2011, Authentic wine: Toward natural and sustainable winemaking, University of California Press, London. Harrington, R 2007, Food and wine pairing: A sensory experience, John Wiley & Sons, New York. Mouton, G 2006, Terroir the footprint of great wines – Cape Wine Academy, viewed 20 April 2014, http://capewineacademy.co.za/dissertations/Footprint_Great_Wines.pdf>. Sloan, D & Leith, P 2012, Culinary taste, Routledge, Burlington. WOSA 2014, Wine of origin production area- wines of South Africa, Wines of South Africa, viewed 20 April 2014, < http://www.wosa.co.za/sa/winegrowing_winelands.php>. Read More