The paper "The French Concept of Terroir for a New World Winery" is a great example of a marketing case study. The French concept of terroir has been used over the years in the winery sector to differentiate wine from new world regions and old world regions (Charters 2013). When literally translated, it stands for earth or soil and gives different wines a sense of place in terms of the soil within which particular vines grow, the orientation of the vineyards, their topography as well as macroclimate and microclimate of a winery’ s region (Charters 2013).
Simply put, terroir gives a wine its personality to make it unique and desirable. Terroir has thus played an important role in the production and marketing of world-class wines that are produced in these New World Regions. This report will thus discuss the concept of terroir for a New World winery. One good example of a New World Winery that has applied the concept of terroir is the Penfolds which is based in one of the world’ s best New World Wine regions, Adelaide, South Australia (Penfolds 2014).
Penfolds winery was formed in 1844 by physician Rawson Penfold at a small winery in Magill Estate, near Adelaide (Penfolds 2014). It later expanded during the 20th century and its success has been attributed to its fortified wines. Penfolds’ legendary and world-class wine, Grange, is a good example of how terroir plays a huge role in the success of any wine. It has been Australia’ s leading, most expensive and world-class wine for so many years now (Penfolds 2014). Discussion Soil Penfolds winery has many vineyards across South Australia and they include Magill Estate vineyard, Kalimna Vineyard, Koonunga Hill Vineyard, The Waltons Vineyard, Stonewell Vineyard, High Eden Vineyard and Woodbury Vineyard.
The soils at Penfolds’ vineyards range from the very fertile red-brown soils to deep and sandy loams and heavy red-brown clays (Halliday 2007). These red fertile soils have seen Penfolds produce some of the best red wines not only in Australia but globally too (McKenzie 2004). To all avid wine buyers and wine enthusiasts, the type of soil that a vineyard grows on is a very important factor when it comes to choosing what wine to purchase.
It is true that grapes can grow in a variety of soil types but there are only particular places in the world which are considered the best place for growing grapes (Halliday 2007). The market appeal for wines depends, to a certain extent, on the type of soil that its grapes grow in. This is what has made Penfolds’ Grange wine the best in the whole of Australia (Halliday 2007). Penfolds’ winery has leveraged on this and has continued to market its wines by including the name of the region where respective grapes grew in.
this gives customers a clue of the type of soil that can be found in these different areas. This consequently translates to direct sales. Geology The geology of any area relates to the type of rocks that can be found in that particular area. Science has it that a landscape with more weathered the rocks that have a variety of sources will have better soil profiles (Goode and Harrop 2011). This is good news for any vineyard owner. The geology of Penfold winery vineyards is such that the vineyards lie on top of a sandstone bedrock bed with characteristically angular rocks.
These angular rocks allow the vineyards to receive water with ease (Goode and Harrop 2011). As water passes through the limestone bed, it dissolves the minerals and gives the wines a certain unique taste. The winery continues working with geologists within South Australia to create a marketing platform for future individualized sub-regional wines. Scientists are yet to link rotten rocks to flavours of wines even though there is evidence that geology of rocks plays a role in wine diversity (Bakker & Clarke 2011).
Charters, S. (2013). The Business of Champagne: A Delicate Balance. New York: Routledge
Penfolds 2014, Penfolds History, viewed on 25 April 2014 from http://www.penfolds.com/en/Penfolds/Penfolds-History.aspx
Halliday, J. (2007). Wine Atlas of Australia. Berkeley, University of California Press.
Mckenzie, N. (2004). Australian Soils and Landscapes: An Illustrated Compendium. Collingwood, VIC, CSIRO Pub.
Goode, J., & Harrop, S. (2011). Authentic Wine: Toward Natural and Sustainable Winemaking. Berkeley, University of California Press.
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Speedy, B (2012). ‘Penfolds releases $168,000-a-bottle Cabernet Sauvignon’, The Australian, viewed 26 April 2014, form http://www.theaustralian.com.au/executive-living/food-drink/penfolds-releases-168000-cabernet-sauvignon/story-e6frg8jo-1226411602349#
Shanahan, C. (2010). ‘Penfolds reds in a class of their own’, Wine Review blog, posted on 26 May 2010, viewed on 26 April 2014 from http://chrisshanahan.com/articles/2010/penfolds-reds-in-a-class-of-their-own/