Wine place research: Getting value from terroir and provenance in premium wine value chain interventions
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 29 August 2019
Issue publication date: 31 October 2019
Abstract
Purpose
Place is an important aspect of wine quality, contributing both distinct sensory characteristics and symbolic significance to the consumer’s experience, particularly in premium wine markets. The concepts of provenance and terroir, and the processes they describe, communicate meaning and significance along the value chain from wine production to consumption. This paper aims to clarify how these concepts are defined, how they contribute to premium wine value chains and how a greater understanding of these concepts by wine science researchers, and other actors, can enhance consumer value.
Design/methodology/approach
To address these aims, a conceptual framework is developed, which outlines the conditions needed to fulfil the wine/place experience through the value chain. This framework resulted from discussions within a team of researchers currently undertaking a large project into place distinctiveness in Pinot Noir wines in Australia. The refinement and exploration of the concept is grounded in a multidisciplinary literature review.
Findings
Through application of the framework, wine science researchers are advised to develop a knowledge co-production approach with other actors in the value chain. Doing so enables all actors to use evidence-based storytelling to enhance the role that place has in premium wine value and consumer experience.
Originality/value
Overall, this paper contributes to the conversation surrounding the value of terroir and provenance, particularly as they relate to premium wine in New World wine regions. The innovative framework is applicable for both business and wine science researchers, especially those with decision-making responsibility and associated with wine science research institutions, funding bodies, industry partnerships and consortia.
Keywords
Acknowledgements
The authors sincerely thank Dr Anna Carew and Dr Fiona Kerslake who contributed to fruitful early discussions of our conceptual model, in addition to Wine Australia, which contributed financial investment to the broader pinot noir provenance project that this conceptual paper forms part of.
Citation
Warman, R.D. and Lewis, G.K. (2019), "Wine place research: Getting value from terroir and provenance in premium wine value chain interventions", International Journal of Wine Business Research, Vol. 31 No. 4, pp. 493-508. https://doi.org/10.1108/IJWBR-09-2018-0052
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited