The Terroir of the Cederberg Private Cellar, Wine Tourism and Marketing - Literature review Example

Name: Tutor: Title: Wine Tourism and Marketing Course: Date: Contents 1.0 Executive Summary…………………………………………………………………………...3 2.0 Introduction…………………………………………………………………………………..3 3.0 The Terroir of Cederberg Private Cellar - South Africa…………………………...………….4 3.1 Soil…………………………………………………………………………………….4 3.2 Geology………………………………………………………………………………..5 3.3 Climatic conditions…………………………………………………………………....6 3.4 Topography……………………………………………………………………………7 4.0 Wine Tourism and Marketing ………………………………………………..………………8 5.0 Conclusion…………………………………………………………………..……………….10 6.0 Recommendation…………………………………………………………………………….10 7.0 Bibliography………………………………………………………………………………....11 Wine Tourism and Marketing 1.0 Executive Summary Terroir is a French word that describes an agricultural site’s natural environment. It refers to the combination of natural factors such as soil, topography and climate of a given agricultural location which in combination affect the quality and character of grapes. Terroir is regarded as the most significant concept that determines the quality and distinctiveness of a great wine. Proponents of the terroir concept have undertaken expansive research to demonstrate that natural factors such as soil, geology, climate and topography have a great influence on the quality and marketability of wine. Kelly (2005) suggests that the intricate interrelationship and interdependence of these factors and a successful match between these factors and good quality grapes determines the style and quality of a great wine. As asserted by Sichel (2003), terroir determines the character of wine, while man determines the quality of the wine. 2.0 Introduction The objective of this discussion is to explore the various factors that constitute the science of winery location such as soil, geology, climate and topography, and the implications these factors have on the overall place-based branding and marketability of wine. To this end, the discussion will explore terroir in the context of the Cederberg Private Cellar, a wine producing farm based in south Africa. The Cederberg Private Cellar is situated about 250 kilometers north of Cape Town. The region has about 162,000 ha of rocky mountainous terrain. It stretches from Pakhaus Pass in the north to Grootrivier towards the south. The Cederberg lies between Clanwilliam and Citrusdal, approximately forty six kilometers from the N7. The wine farm is the highest above sea level in the vast Western Cape. The Cederberg ward was confirmed as a South African Wine of Origin (WO) Scheme on the 24th of February 1978. The South African wine-lands are divided into 51 wards. The Cederberg Private Cellar is located in the Cederberg ward, and is the only wine producing farm in the area. The Cederberg does not fall under the 18 districts located in the Western Cape, a factor that is largely attributed to its unique terroir. 3.0 The Terroir of the Cederberg Private Cellar 3.1 Soil According to Long (2002), the quality and composition of a wine is greatly influenced by the type and composition of the soil from which the wine is produced. Soils can be distinguished based on several factors that include: soil pH and chemical composition, soil color, soil temperature, soil structure and texture, soil depth, and water status. The capability of the soil to store and regulate moisture is regarded by soil scientists to be the foremost determinant of the quality of a vine (Lanz, 2004: 4-6). The capacity of soil to hold and regulate water is influenced by stone content and texture of the soil. Soil texture is defined by the amount of clay in the soil, which significantly determines the quality of wine. Cederberg does not have a homogenous type of soil. The area is geographically small, but the soils differ radically from one place to another. The soil types range from loam, to sandy soil and sandstone in other areas. The main type of soil in the place is however sandstone, with a few patches having grey and red slate, sandy loam and decomposed granite. What makes the Cederberg wines particularly unique is the cultivation of a single variety of grapes on different types of soil, thereby resulting in grapes that possess multidimensional characteristics. This is the single most important cause of the complexity in the identity of the wines that Cederberg produces Cederberg has soils that are very well drained especially on mountain slopes and hillsides. They have a moderate clay content which makes them very suitable for cultivating red cultivars. The soils are yellow-brown in color and of granitic origin which makes them to have a relatively high acid content. In some areas the soils are composed of sandstone and very lightly structured, which makes them very suitable for cultivating white cultivars. 3.2 Geology According to Wooldridge (2000), the geology of a location influences a set of factors that affect the quality of wine. Factors associated with geology include the shape of the landform, the related topographic lows and highs, and the orientation of the landform relative to the wind and sun. Hancock (1999) points out that the geology of a location is a gradual evolution process of geological material that involves variation in the landscape, and the chemical and physical characteristics of the soil. The mountainous terrain in Cederberg makes it have a significant variation in slopes and soil types. This enables the farmers to match varieties of vines with soil types and aspect that guarantees production of the highest quality of grapes. Cabernet sauvignon for instance is cultivated in the south-western slope that is relatively warmer, while Shiraz is cultivated in the south-eastern slope that is slightly cooler. 3.3 Climatic conditions Climate can be classified into three groups; macroclimate, microclimate and meso-climate. Macroclimate refers to regional climate that determines variation in temperature. Microclimate refers to the climate that is within or surrounds the vineyard. Meso-climates apply to regions that are highly mountainous and have significant variation in topography that bears a direct impact on vineyard properties (Long, 2002: 12-14). Cederberg climate is moderately cool, and with very little coastal influences. During spring and summer, the area experiences moderate north-west winds over the day, which change to north-east during the night. The area experiences very minimal thunderstorms. Night temperatures can drop way below 10 °C, making the place to experience frost problems. Temperatures normally vary between 28-33°C over the day. During autumn and winter the winds are normally north-westerly. Between June and August the area receives an average rainfall of 650mm. Night temperatures sometimes fall below 0 °C, while day temperatures vary between 10 and 200 °C. Cederberg’s cool climate is largely attributed to the north-westerly wind which blows from Uitky Pass. Over December the wind blows from the coast from about 9.00 am through the day to about 7.00 in the evening. The wind is generally very gentle, which makes it conducive for vines as it creates a cool microclimate within the vineyards. The gentle winds enable the vineyards to remain cool during the day, providing an added benefit of fungal disease prevention. The area stretching from Graafwater to Clanwilliam receives an average of about 400 mm of rainfall per annum, making it the region that receives the lowest amount of rainfall in South Africa. The area around the Cederberg farm receives an average of 800 mm per annum, which sometimes drops to 450 mm. Cedarburg’s climates is considered to be very unique in comparison to other wine producing areas. It is typically a Mediterranean cool climate; in contrast to the coastal and maritime climates in other the areas of the cape region. Cederberg has an average temperature that varies between 12 °C and18 °C during the day over winter, but rises to 29.3 °C, and 39.9 °C in February. The grape picking season in the Cederberg farm used to start in mid February, in recent times the picking season has changed to the last week of January. This change in season is attributed to the impact of emerging trends in global warming that have significantly affected the global wine industry. The change in schedule is also linked to the introduction of the virus resistant plant material that enables grapes to ripen faster. 3.4 Topography The topography of a location is defined by its altitude, terrain, aspect, morphology and elevation. Topography has direct impact on temperature, and hence on the quality of grapes produced in a given site. The aspect, attitude and slope inclination influence the meso-climate within and around a vineyard. Aspect slope determines the variation of temperature, with the bottom of a slope being more exposed to wind, sunlight and rainfall as compared to the top (Saayman, 2002: 19). Cederberg wines are produced on the Dwarsrivier farm, which is located at the foot of Mt. Sneeuberg, the mountain is the highest peak in the whole of the Western Cape. The area is 2026 m above sea, making it the highest vineyard in the cape region. Sunlight is a significant determinant of the types of cultivars that are cultivated in Cederberg. Varieties such as Chenin Blanc and Sauvignon Blanc because of their sensitivity to direct sunlight are grown in rows that face east and west. This helps the grapes to maintain the required flavor as they are less exposed to direct sunlight. Late-ripening cultivars such as Cabernet sauvignon are grown in a north-south direction. This increases their exposure to the sun rays thereby significantly enhancing phenolic ripening and color development. Because of the low temperatures in winter and the fact that the location is very isolated, the vines are in most cases free from viruses and diseases. 4.0 Wine Tourism and Marketing More than half of the vineyards in the Western Cape region are located between the Great Escarpment and the Atlantic Coast. The natural environment and climate in the region is largely influenced by the Indian Ocean and the Atlantic Ocean, which meet at the extreme south tip of Cape Agulhas. The distinctive landscape biodiversity in the region offers a vast range of terroir aspects and benefits. In an effort to protect vineyard sites and enhance their intrinsic value, producers have found it necessary to demarcate terroirs into zones that exemplify distinctive characteristics and have defined boundaries. The vast resources that have been invested in terroir research in Western Cape are meant to position South Africa as an emerging competitor in the global wine market. The soils in the Western Cape Wine-lands are greatly varied due to the highly differentiated geology and topography. This has a significant impact on the meso-climate and the eventual vine performance. This variation in terroir presents South African wine farmers with the competitive advantage of producing a wide variety of quality wines. This calls for deeper scientific research on the impact of soil and climate to achieve more effective demarcation of wine wards, and more homogeneity in terror units (Carey, 2005: 4). Research undertaken in the Western Cape Wine-lands indicates a significance correlation between wine tourism and retail sales in the wineries. According to Carey (2005), visits to the region and wineries not only influenced immediate purchase decisions, but fostered long-term brand association ad loyalty. The study indicated that 64.2% of tourists who visited the region had the objective of sampling the wines. 52.7% of these visitors purchased wine products from at least 3 wine farms. 30.3 % of them visited the wineries as an opportunity to socialize with their families and friends. The case of tourist’s visits to this region confirms the proposition that wine tourists want more than just a bottle of quality wine, they seek an overall wine experience that reflects the story and heritage of the region. This is exemplified in the tourist’s keenness on comprehensive information and promotional material concerning winery locations and what they offer. Bruwer (2003) clarifies that wine tourism in South Africa presents vast opportunities for small and medium sized wineries to lower their costs of production while increasing their income through cellar sales. According to Busacca and Jones (2006), the focus of wine tourism in Western Cape is to showcase the brands of wine from this region as the ‘the taste of place’. Terroir is thus marketed as telling the story of the distinctiveness and authenticity of the area of production, which is reflected in great brands of wine that are produced in this region. Wine tourism strategy in South Africa focuses on driving sales by enhancing the overall experience of winery visits. It seeks to encourage prospective customers who visit the region to exercise freedom of choice in preference for South African wine brands because of the authentic lifestyle experience derived from their consumption. Tourists travelling to Cederberg in air conditioned vehicles hardly realize that the temperatures have dropped in comparison to those in N7. The difference in temperature between Cederberg and N7 varies between 7 and 12°C, this is attributed to cool Mediterranean climate in the area. The high temperatures are very bearable for people visiting the area because the climate is typically dry and with little humidity. 5.0 Conclusion The quest by producers to distinguish and differentiate wine products is attributed to the worldwide shrink in the wine market due to over production and declining wine consumption. In order to develop a sustainable market edge in a highly competitive industry, wine producers are necessitated to identify and explore wine producing sites that have favorable environmental and climatic conditions. In an effort to remain relevant in a highly competitive global wine market, wine producers employ marketing tools that position their brands as having a distinct trait or characteristic. It is based on this market competitiveness that the concept of terroir has emerged as a significant factor of distinction among the many brands of wine available in the market. Terroir has been recognized by South African winegrowers and marketers as the single most important marketing tool for their brands. More needs to be done to inform their target consumers of the scientifically proven relationship between terroir and the quality of wine that is produced. 6.0 Recommendation Positioning of wines produced in the Western Cape of South Africa in the global market has various shortcomings. Despite the fact that the wine originates from well defined and demarcated sites, it does not offer sufficient appellation for it to be regarded as a great wine and derive a competitive edge in the market. This reality is compounded by the fact that hardly do consumers in the mass market know or regard terroir as a significant determinant of wine quality. This is supported by Woodridge’s (2000) findings that wine consumers progress through a learning curve that starts with mass market consumption, to selective consumption, and finally to consumption of wine with distinction. Wine marketers in Cederberg and the rest of the wine producing areas in South Africa have to do a better job in incorporating the unique terroir aspects of the region in their branding and marketing strategies. 7.0 Bibliography Busacca, A., Jones. I., (2006): “Marketing Terroir: The Taste of Place”. Paper presented at Terroir 2006 Conference 19-23 March 2006, University of California, and Davis. http://terroir.ucdavis.edu. (Accessed 15/5/11). Carey, V.A. (2005): The use of viticultural terroir units for demarcation of geographical indications for wine production in Stellenbosch and surrounds. Disertation presented for the Doctoral Degree of Agricultural and Forestry Sciences at Stellenbosch University, March 2005. Private Bag X1, 7602 Matieland (Stellenbosch), South Africa. Gladstones, J. (1992): Viticulture and environment. Published by Winetitles, Adelaide, Australia, and Source: SAWIS library. Kelly, A.C. (2005): Australian terroirists, Max Allen. Wine Internat., March 2005, 22. Lanz, J. (2004): Soils and wine quality: the key is relevant information, Wynland, December 2004, 53-54. Robinson, J. (1999): The Oxford Companion to Wine. Second edition. Oxford University Press, Oxford. Long, Z., (2002): South Africa is Frontrunner in Terroir Research. Distell Group Limited. http://www.distell.co.za/print.aspx. (Accessed 5 June 2005). MacNeil, K. (2001): The Wine Bible. Workman Publishing, New York. Ross, J. (1999): Balancing yield and quality, Parts 1 and 2. Producers Weekly, March/April, 54-58. Sichel, P. (2003): In: Halliday, J., Johnson, H. (eds). The Art and Science of Wine. Octopus Publishing Group, UK. 20. (WOSA) Wines of South Africa (2004): Aspect terroir - how our unique biodiversity is reflected in the character of wines from South Africa. Topography. Website: www.wosa.co.za Read More