Terroirin the media: the poetry of people, place and palate

Abstract

Purpose– The purpose of this article is to review the use of the wordterroirby print media in France using a multi-method approach. The objective is to uncover whether and how the media framesterroir-marketed products as being qualitatively superior to non-terroirproducts.Design/methodology/approach– Every issue of five print magazines in France was analyzed over the period of one year. All references toterroirwere coded as well as all tasting notes with and withoutterroirreferences. > 6,500 tasting notes and 800 uses ofterroirin wine and food-related text from > 3,800 pages in 30 issues were identified and analyzed.Findings– The results show that although it is not a frequently used word,terroirin tasting notes leads to significantly higher scores and prices for wines than whenterroiris not included in the note. A further analysis reveals thatterroiris most often related to subjective experiences of taste.Practical implications– Wine managers should often use the wordterroirin their press releases and communication pieces. However, the dimension ofterroirthat brand managers put forward in their communication pieces will influence the way in which the media frame their product.Originality/value– Prior to this research there were no empirical results regarding how the media usesterroir. This research contributes to the growing body of research that seeks to understand the value ofterroiras a marketing attribute.