09france1bw2

09france1bw2 - Market Segmentation Appellations Of Origin...

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1 1 Appellations Of Origin Introduction to Winemaking, VEN3 Andrew L. Waterhouse University of California, Davis 2 Market Segmentation Wines of Origin • From specific places, i.e. areas like Napa Valley or vineyards, like Clos de la Roche • Style defined by terroir (local site), based on Latin terra • Targeted to knowledgeable consumers, high priced Varietal Wines • Sold by varietal name, Chardonnay, Zinfandel • Style defined by “grape” flavor • Replacing generic wine as lower priced wine 3 Definition: Appellation of Origin A GEOGRAPHIC NAME given to a wine that indicates the ORIGIN OF THE GRAPES used to make the wine 4 Practice: Appellations of Origin Regulated by law OR Established trade practice 5 e.g., Bordeaux, Champagne, Chianti, Meursault, La Tache Appellation on Label May be the main identifier of a wine Many European wines 6 e.g., Carneros Chardonnay Alexander Valley Cabernet Use with Varietal Name May be used with a varietal designation Most non-European wines
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2 7 Controlled Appellation of Origin Î Origin of grapes PLUS Î Grape varieties Î How grapes grown Î How wine made 8 Controlled
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09france1bw2 - Market Segmentation Appellations Of Origin...

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