Marketing of Coonawarra, Pensley Winery and Yarra Valley, Domaine Chandon Winery - Case Study Example

Name: Tutor: Title: Wine Tourism and Marketing Course: Date 1.0 Executive summary This paper discusses the Coonawarra, Pensley winery and Yarra valley, Domaine Chandon winery. The paper looks at the terroir both regions in relation to high quality wine production. Terroir factors include, soil, geology, climate, topography, climate and microclimate, microbes and yeast, grape varieties and neighbouring vegetation. These factors help in production of high quality wines and help in the marketing process by increasing sales as well as attracting tourists to the regions. 2.0 Introduction Terroir is related to the French word ‘terre’, meaning land. Wine producers use the word terroir to describe unique characteristics of a region that impact the special qualities to the wine produced. 3.0 Terroir Terroir is a factor that helps to determine great wines. It describes the quality of an agricultural product based on the region it’s planted. Terroir consists of the soil, climate and topography of the agricultural region (Pratts, 2003). There is a connection between terroir and production of high quality wine. Currently, wine producers are facing a decline in markets as a result of over production and global decline in wine consumption. Winemakers need to find unique techniques in order to distinguish their wines in the competitive market place. Vine growers have to diversify wine production by introducing their natural environment which cannot be duplicated by other agricultural sites. Therefore, viticulture zoning and the demarcation is necessary. Carey (2002) states that terroir is a complex of natural factors usually observed through the final product. The term terroir can be understood by stating that wine is an embodiment of a vineyard's site, climate, the farmer as well as the culture of the workers (Sincott, 2004). 3.1 Soils Soil is an essential factor in determining wine flavour and aroma. Coonawarra boosts of paprika red soil. The soil produces some of the finest red wines. The region's terroir explains the great wine flavours. According to domainechandon.com (2014), Coonawarra soil consists of limestone ridge made up of red soil. The soil boosts of a beautiful rusty red colour and covers an underground water table. Pensley Estate is covered by unique "terra rossa" soil. The soil terroir has managed to balance wood, fruit and flavour to produce high quality and finest wines. Deep red soil that was formed is shallow, fertile, well structured and well drained. The soil ensures the grapes have great flavours and fully ripen the grapes. Limestone soil adds minerals to the wines. Terra soils increases winemakers interest in growing high quality grapes in Coonawarra (Carey, Archer, and Saayman, 2002). 3.2 Geology The best wines in the world accurately commute their unique characteristics of their terroir. The wine should be identified with a particular geographical winemaking environment in order for the wine to have a sense of place (Carey, Archer, and Saayman, 2002). A great location should be able to allow grapes ripen and become more balanced compared to grapes planted in the neighbouring terroir. Coonawarra and Yarra regions are well defined, localised and located well geographically. Penley Estate is located in Coonawara district of Australia (Parode, nd). There is a connection between geology and wine. Geology determines landform shape, its topographic highs as well as lows, and the orientation of those features in connection to the sun and the prevailing winds. Certain elements of geology such as, climate, nutrients, and soil texture and landscape shape determine vine performance. The soil found in Coonawara contains potassium that helps to enhance the pH of grapes harvested for wine production (domainechandon.com, 2014). The terra rossa soils are enriched with red clay loam about 60cm below the ground and placed on top of calcium carbonate and iron with a porous limestone base. The water table provides vines with moisture which is very essential. Yarra valley has alluvial soils which contains natural potassium nutrients. Soil texture allows proper drainage and holds moistures for a long period. All these elements affect vine growth. 3.3 Climate and microclimate Climate is determined by factors such as, temperatures, rainfall, oceans, winds and sea breezes (Carey, Archer, and Saayman, 2002). Yarra valley is on a mountainous region that creates diverse topographies, resulting into different mesoclimates. This influences how the vines grow and ripen. Coonawarra area has perfect cool climate and enjoys great sunshine that make it an ideal location for growing vine (domainechandon.com, 2014). The region enjoys maritime influence since the sea is only 60km away. Being closely located to the sea implies that the region enjoys dry lands winds during the night and moist sea breezes during the afternoon. Sea breezes normally reduce the maximum temperature and lower the strains exerted on the vines and control the evening temperature to a slower decreasing rate. This creates a long period of photosynthesis and physiological ripening. Strong winds reduce the vine growth rate because it can destroy the young bunches and reduce fruit production (Carey, Archer and Saayman, 2002). There is adequate water in the soil during the long growing season (penley.com, 2014). This ensures that vines will have strong flavour, high acidity and wines will have structure as well as longevity. Coonawarra key seasons consist warm dry summers and cool wet winters. Cool climate is best for balanced vine flavours. Coonawarra has the longest ripening season in the globe (penley.com, 2014). Yarra valley experiences cool-climate that provides diversity and sophistication enjoyed by Domaine Chandon wines. Climate influences the Chandon winemaking choice of grapes providing well structured and vibrant varieties for sparkling wines. The Yarra valley provides great diversify for vine growers 3.4 Wine varieties Currently, Coonawara winery has over 111 hectares of land under wine comprising; cabernet sauvignon, Chardonnary, Shiraz, pinot noir, cabernet Franc, merlot and pinot munier. The Yarra valley includes 6,400 acres of land under vine. The region is recognized for producing high quality pinot noir and Chardonnay wines. Other varieties of wine include; cabernet sauvignon, Shiraz, pinot Igris, Semillon, viognier and sauvignon Blanc (domainechandon.com, 2014). Yarra farmers are innovative and grow different types of wine grapes. Chardonnay and Pinot Noir used to make sparkling wine are planted on the upper Yarra region and ripen within three weeks. The Lower part is warm and its best suited for vines that take longer to ripen such as Cabernet Sauvignon, Sauvignon Blanc and Syrah. Pinot Noir and Chardonnay can be found in the lower region, but they tend to be broader and richer compared to others on the higher attitude region. According to Tom Belford, the Upper Yarra provides more feminine, aromatic wines and the lower Yarra provides robust and masculine wines. 3.5 Microbes and yeasts Researchers have found that microbes and yeast affect the health of grapes during the growth process. According to Wade (2013), microbes are added to the mashed grapes used in winemaking process. Natural occurring fungi found in Yarra Valley and Coonawarra have yeast properties that can affect the metabolism of the fermentation process. 3.6 Neighbouring vegetation Trees and flowers are grown around the wineries. At Yarra valley there is plenty of Agapanthus blue flowers. Flowers are used for decoration but also hep to keep pests away from vineyards. 4.0 Marketing Terroir provide distinct points of differentiation when promoting wine. Terroir provides symbolic meaning around authenticity, and offers a sense of originality instead of industrial wine (Pratts, 2003). When marketing wine, Companies aim at presenting a unique terroir expression. The Coonawarra wineries choose to market their wines by displaying red dirt in all its marketing campaigns. This strategy has been effective in increasing wines sales for the winery. People believe that vine grown on red soil produce top quality wines. Terra rossa is a unique asset for the Coonawarra winemakers. Wine lovers will still be purchasing Coonawarra wines many years from now. There is a region named 'Green Point’ in the Yarra valley because during summer the grass turned into straw colour and remained green for a long period (Parode, nd). This is due to the deep alluvial soils that help to retain water at the Green point during summer. Yarra valley winery applies green, leafy vines and lush rolling hills in their brands (Gibb, nd). This displays an ideal terroir for growing wine grapes. It has helped to increase wine sales because consumers perceive that the wines are high quality. The rolling hills attract tourists it offers a spectacular image of valley and mountains in the region. This marketing strategy displays the Strengths of the Yarra valley cool climate and environment (Gibb, nd). 5.0 Wine and tourism Wine is an important element for wine tourism development a set of tourism enterprises can be based on it. Wine tourism can be described as visiting the vineyards, wineries, wine festivals and wine tasting shows. During wine tasting shows consumers get a chance to taste different type of wines and grapes. The aim of terroir in marketing is to give region a unique tourists appeal (Pratts, 2003). For instance the Yarra valley choose to market their wine products by displaying green leafy vines and lush rolling hills in their wine brands. This shows the rural landscape and the appealing environment cultural heritage, relaxation as well as exploration of Yarra Valley. Yarra valley is portrayed as an attractive region and wine tourists visit the region to experience original pleasure of enjoying the scenery as well as the wine. The cool climate experienced in Yarra and Coonawarra is ideal for tourists. Coonawarra winery receives more than 200,000 people visit the winery annually (Parode, nd). Both wineries also offer wine tasting classes on Sundays and you need to book an appointment early. 6.0 Conclusion Lastly, Terroir can be described as a vast subject and can be expanded to cover the various factors associated with terroir. Scientists focus on defining and explaining how terroir affect wine. Wine producers have to put more effort in order to distinguish themselves from competitors because there is an increase in demand for varietal wines. 7.0 Recommendation Vine growers should understand that terroir alone does not determine the quality of wine. The fact that wine is produced from a certain region does not necessary mean the wine will taste great. 8.0 References Carey. V.2001. Spactial Characterization of Natural Terroir Units for Veticulture in the Bottelaryberg-Simonsberg-Herderberg winegrowing area. MSc Agric thesis, Stellenbosch University. Carey. V. Archer. E & Saayman.D. 2002. Natural Terroir Units; What Are They/How Can They Help the Wine Farmer. Winetech Gibb. R.nd. Less Is More in Australia's Yarra Valley; Sommelier Journal Parode. N. nd. Yarra Valley: Quality Wines from Victoria's Oldest Wine Region; Retrieved from; http://www.domainechandon.com.au/the-winery/yarra-valley-story.html Pratts. B. 2003. The Art and Science of Wine, Octopus Publishing Group, UK. Saayman.d.2002. practical aspects of viticultural zoning in South Africa. IV International Symposium on Viticultural zoning Sincott. J.2004. In: The Roots of Terroir-Goode, J wine International, Wade. N. 2013. Microbes May Add Special Something to Wines; Retrieved from; http://www.nytimes.com/2013/11/26/science/microbes-may-explain-some-of-the-mysteries-of-terroir-and-wine.html?_r=0 Wilson. J.2001. Terroir: The Role of Geology, Climate, and Culture in the Making of French wines, Octopus Publishing Group Ltd. California http://www.penley.com.au/about/history-of-penley-estate/?age-verified=891cad2469 http://www.penley.com.au/about/coonawarra-region/ http://www.domainechandon.com.au/about-chandon.html http://www.domainechandon.com.au/the-winery/yarra-valley-story.html Read More