The French Concept of Terroir - Case Study Example

Running head: The French Concept of Terroir: Coonawarra Wine Region Student’s name Institution Course Professor Date Overview 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 terroir concept means 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 per cent 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 Sauvingnon. 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 labelled 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 rich red with pure underground water; cool ripening season; and the presence of limestone enable production of fine red wines (Coonawarra 2014). In discussing terroir concept application in 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 sense of place; meaning that wine express the flavour characteristics which is 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 put 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 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 relationship among flavour, location and grape variety (Trubek 2004, p. 64). Many have since turned the understanding of terroir in scientific context. The precise characteristics that has been used in describing the natural environment that the grapes are grown is science involving understanding of terroir. Scientific knowledge has been invested heavily in winemaking; that is in the growing and harvesting of the grapes. The Coonawarra wine region contains terra rossa soil rich in lacustrine limestone and Aeolian clay rich in nutrient (Coonawarra 2014). These characteristics are helpful in the production of red wine in the region. In the scientific context of terroir, the effect of soils on wine should be understood. Soils differ in both physical and chemical properties hence various regions possess different soil characteristics (Goode 2006, p. 32). Physical properties of soil have paramount terroir effects as it affects how grape vine receives the water supply. Soil physical properties thus determine quality of wine as soil is responsible for regulating the vine water supply (Goode 2006, p. 33). Soils with free drainage and high water tables ensure supply of the water regularly to the roots of the vine and therefore become the best terroirs. A chemical property of soil aspect such as nutrient availability is not important in determining terroir effect on wine. This is because soil chemical composition only becomes important when serious deficiency is present or there is availability of excess nitrogen helping create excess vigour in the wine (Trubek 2004, p. 64). Terroir in marketing context Terroir has continually been used in marketing of wine. It is has played a big role in marketing of wine from different regions and thus can said to be wine marketing tool. Some wine marketers use terroir in promoting their wine and believed that they give consumers extra value when they convey sense of place of the wine (Charters 2010). Terroir has used in many regions all over the world in endorsing quality of wine. Example is the use of red dirt in Coonawara wine region in the marketing campaigns. Terroir is seen as a tool for differentiation of wines from different regions and hence help in promoting wine in a market which is fragmented (Charters 2010). Advertising and packaging of wine should give emphasis to the terroir specific attributes especially the ones corresponding to natural dimension according to research conducted by Lenglet (2013) rather than having general terroir image. The unique terroir of Coonawara region that has been used in marketing campaign include the uniqueness of ‘terra rossa’ soils which forms thin linear shape pattern spanning over 20km of soil with colour intensity of red(Coonawara 2014). Saturated market demands that marketers should find differentiation points in their products. It is therefore thought by marketers that using terroir in marketing gives them a competitive advantage by distinguishing ‘terror wines’ from ‘branded wines’ (Charters 2010). Competitive global wine market has necessitated branding strategies to be essential. Terroir is hence a useful marketing tool used in implanting terroir distinctiveness characteristics (Gladstones 2011, p. 76). Terroir concept in tourism context Wine tourism can be referenced from the terroir point of view. Wine tourists are travelling to places with high quality wines that are linked to that region such as Coonawarra wine region. The geographical and physical space within which the wine is confined also attracts wine tourists (Croce & Perri 2010, p. 19). The concept of terroir in tourism brings together economic, anthropological, sociological and geographical aspects of wine tourism. The important factor in terroir tourism is taking into account the terroir landscape relationship and adopting interactive and interdisciplinary approach in finding the best ways to enhance tourism experience by the operators. The region quality of life becomes important factor in the promotion of wine tourism by the operators in the industry. In addition, what terroir can offer to tourists apart from wine in the region is also an important factor (Gladstones 2011, p. 76). The branding of terroir is relied upon by wine industries in promoting wine tourism. This is done by facilitating production and consumption overlap through cellar door sales, tours, and tasting rooms (Dougherty 2009, p. 87). The low local consumption of wine has become a critical factor in promoting tourism and quality wine production. The traditional home of wine in Europe has been pushed to other regions including Australia because of wine tourism aided by terroir. The social, cultural and physical dimensions of the wine terroir hence influence wine tourism. The motivations for this tourism could be the deep rooted attitudes, believes and values of the visitor. Such motivations could be desire to taste and learn about wine minimizing risk associated with purchase of wine (Croce & Peri 2010, p.19). Science of winery in Coonawarra wine region Soil Australia has vast landscape with huge range of geographical and climatic conditions giving it versatility in wine growing. Coonawarra is one of the regions that produces wine in South Australia and it is endowed with soil of unique characteristics. The region has three types of soil; terra rossa which is famous, and rendzina soils of black and brown colour (White 2003, p. 245). This soil gives Coonawarra its unique terroir and establishes it as one of the New World notable terroirs. Terra rossa is a red-brown top fertile soil on Limestone coast which is laid over calcium carbonate thin layer. These soils have good drainage in winter and it regulates supply of water to vines in the summer. They are thus the ideal soil characteristics that govern Coonawarra wine character and fruit quality (White 2003, p. 245). Climate and microclimate Coonawarra is influenced by maritime climate to a lesser extent. Coonawarra wine region is a stretch of land approximately 20km long and 5km wide situated between Penola and Conawarra towns in the southeast parts of South Australia receiving annual rainfall of 650mm (White 2003, p. 243). Winters are cold, windy and wet in this region. It receives intermittent hot weather in months of February to March. This kind of weather conditions coupled with rain and wind during flowering of grapes makes this region favourable for high quality wine production (Halliday 2007, p. 63). The climate of the region provides best terroir for production of Cabernet Sauvignon. The daily average winter temperature of the Coonawarra wine region is 9.8C, 18.8C average summer temperature, and a average of 55m elevation above sea level (Coonawarra 2014). Grape varieties Coonawarra wine region is dominated by Cabernet Sauvignon grape which constitute more than 50 per cent of crushed grapes (Henderson & Rex 2012, p. 470). The Carbernet from this region are renowned because of their spicy fruit flavours and deep colour. Shiraz, Riesling, Pinot Noir, Merlot and Chardonnay are other grape varieties that Coonawarra wine region produces. 58 per cent of the whole area under vine is composed of Cabernet Sauvignon, Shiraz 20%, Merlot and Chardonnay each 7%, Riesling 3%, and Sauvingnon Blanc 2% (Coonawarra 2014). References Charters, S 2010, "Marketing terroir: A conceptual approach", In Proceedings of the 5th International Academy of Wine Business Research Conference, pp. 8-10. Croce, E., & Perri, G. (2010). Food and wine tourism: integrating food, travel and territory. Wallingford, Oxfordshire, UK, CABI. Coonawarra 2014, Education, Coonarawarra Organisation, accessed 23 April 2014, . Dougherty, P. H. (2011). Viticulture: the geography of wine. Dordrecht, Springer. Gladstones, J. S. (2011). Wine, terroir and climate change. Kent Town, S. Aust, Wakefield Press. Goode, J. (2006). The science of wine: from vine to glass. Berkeley, University of California Press. Halliday, J. (2007). Wine atlas of Australia. Berkeley, University of California Press. Henderson, J. P., & Rex, D. (2012). About wine. Cifton Park, NY, Delmar/Cengage Learning. Lenglet, F 2014, “Influence of terroir products meaning on consumer’s expectations and likings”, Food Quality and Preference, vol. 32, pp. 264-270. Trubek, A. B. (2004). The Taste of Place a Cultural Journey into Terroir. Berkeley, University Presses of California, Columbia and Princeton. White, R. E. (2003). Soils for fine wines. New York, Oxford University Press. Wongkaew, S 2014, An Introduction to Australian and New Zealand Wines, accessed 23 April 2014, http://australianfood.about.com/od/alcoholic/a/WineIntro.htm Read More