The paper 'The French Concept of Terroir' is a great example of a Business Case Study. The concept of terroir has been a controversial subject in the wine industry and it is still an absorbing topic in wine study. This is because the discussions of the terroir concept mean differently to different groups of people. Defining the word in precise terms thus becomes difficult and it is used rather in different ways. The aspects of terroir that the Old World winery uses and has been applied in the New World winery are soil type, topography and climate.
Terroir has been applied in different New World winery regions in Australia, New Zealand, United States, Chile, South Africa, and Argentina. In this essay, terroir concept in the New World winery region of Coonawarra is discussed in a scientific and sales, marketing, and tourism context. Furthermore, the science of winery in Coonawarra region regarding soil, climate and microclimate, and grape varieties are discussed. Introduction Australia has adopted the French concept of terroir in its wineries and it belongs to the New World wine regions.
Coonawarra wine region is one of the largest New World Wine in Australia. Australia has emerged to be one of the largest exporters of wine in the world and currently it is fourth, contributing 8 percent of the total world’ s wine (Wongkaew 2014). The country produces red and white grape varieties with Shiraz as the most celebrated red grape variety; others are Pinot Noir, Merlot, and Cabernet Sauvignon. The major white grape varieties include Semillon, Sauvignon Blanc, Riesling, and Chardonnay. The Australian wines are labelled according to the grape variety in contrast with French wines which are labeled for their “ appellation” , that is the region in which they were grown (Wongkaew 2014).
Coonawarra is a New World winery in South Australia that is actively applying the French concept of terroir in its winery. This region is known for its terra Rossa soil which is a rich red with pure underground water; cool ripening season; and the presence of limestone enables the production of fine red wines (Coonawarra 2014). In discussing terroir concept applications in the wine industry, it is important to consider the primary definition of terroir.
In the Old Wine regions, terroir took a vital role in the making of wines. Terroir is the wine possession of a sense of place; meaning that wine expresses the flavor characteristics which are influenced by the region or vineyard properties from which it comes from (Goode 2006, p. 25). It is understood in the French concept of terroir that wine of the same grapes but grown in a different region exhibits different characteristics. On the other side, there could be characteristics that are common in wines from different larger geographic regions when putting into comparison with other regions' wines.
An example could be Coonawarra Pinot Noirs compared with Burgundian Pinot Noirs. Terroir in scientific and sales context It was a cultural tradition in France to talk of soil importance to wine. It has since evolved in the nineteenth century to include the maintenance of vineyards and natural environment concerns. The French grape growers experimented with viticulture in different geographic and climatic regions and they distinguish particular relationships among flavor, location, and grape variety (Trubek 2004, p. 64).
Many have since turned the understanding of terroir in a scientific context. The precise characteristics that have been used in describing the natural environment that the grapes are grown are a science involving an understanding of terroir. Scientific knowledge has been invested heavily in winemaking; that is in the growing and harvesting of the grapes.
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