Title: Sustaining the promise of terroir: the case of the Central Otago Wine Region
Abstract: The marketing promise of terroir is as a brand value signifier. This promise, I argue, is socially constructed. Here I make a distinction between the technical physiological and climatic characteristics of terroir on the one hand, and the socially constructed aspects of brand value on the other. Debate on the nature of terroir is resolved by taking a systemic view, recognising its socio-technical structure, and emphasising the beneficial relationship between sky, land and man. Historically, terroir has acted as a value marker for old world wine regions in achieving international competitive advantage. While the wine industry has tended to emphasise the technical nature of terroir, its socially constructed brand value component should not be overlooked. I argue that the sustainability of the value promise of terroir cannot be taken for granted, due to its socio-technical underpinnings and its dynamic and ever-changing social component.
Publication Year: 2011
Publication Date: 2011-01-01
Language: en
Type: article
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Cited By Count: 14
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