PurposeNew York is the third top wine producing state in America. Competitive wine production across the United States has challenged New York winemakers to secure a place in the domestic market in order to support the long-term viability of the local economy. As businesses of agriculture become increasingly disrupted by the changing natural environment and consumer demand for sustainable products grows, vintners may distinguish themselves through the production and promotion of strategic initiatives on wine bottle labels.Design/methodology/approachFueled by the distinct fields of green marketing and environmental communication, this research investigates the promotion of sustainable practices on wine bottle labels. Through the methodology of content analysis, this project examines all 13 wineries on the Shawangunk Wine Trail located in the Hudson River Region of New York.FindingsThe findings from this study show that less than half of wineries in the sample selection employ environmental marketing as a communication strategy.Research limitations/implicationsThis research carries practical, business and social implications for the local Hudson River Region, the larger New York wine industry, and any organization looking to remain viable in a competitive marketplace.Originality/valueThis paper reveals the potential for the Hudson River Region wine industry to promote its “distinctive” and “innovative” environmental philosophy of “terroir driven and sustainably produced” winemaking on wine bottle labels to differentiate themselves in a crowded and expanding marketplace and build a Basis of Legitimacy with consumers.
After two years of a global pandemic, who does not need a trip? And what better partner to act as a tour guide than Lonely Planet? As a leading travel media company and guidebook brand since 1973, Lonely Planet has served as a silent companion to a dedicated community of world travelers for some 50 years. The travel experts are now extending their recommendations to oenophiles everywhere with a tour book spotlighting the world's top wine regions. Spanning 20 countries, Wine Trails: Plan 52 Perfect Weekends in Wine Country offers 52 itineraries highlighting more than 300 wineries to "meet winemakers … and experience some of the world's most beautiful places through the amazing wines made there" (back cover). The pairing of wine and wanderlust complements the reader and prospective adventurer nicely.Filled with beautiful photographs and colorful maps of "52 of the world's greatest wine regions, with weekend-long itineraries in each" (p. 2), Wine Trails is brimming with information and reads more like a souvenir than a guidebook. The contents are separated by country and presented in alphabetical order, starting with Argentina and concluding with the United States. The book is broken into sections based upon each of the 20 represented countries, wherein one to seven wine regions are highlighted. Each wine region sub-section follows the same structure: (1) a half-page overview of the region accompanied by a local map; (2) a selection ranging from two (Meknès, Morocco) to nine (Burgundy, France) wineries, including an overview, image, and contact details for each winery; and (3) essential information describing where to stay, where to eat, what to do, and annual celebrations unique to the region to be considered when planning your visit.Over the course of 320 pages, the book takes readers on virtual trips from the comfort of their armchairs, where they can start planning their actual travels. And, with hints like "remember that you're more likely to meet actual winemakers at the smaller cellar doorsand that's the joy of wine touring" (p. 47), there are some tidbits of guidance that differentiate these prospective travels from the more regular sort of pocket guide.
Nature is full of color, vibrancy, and biodiversity; and so, too, should it be with natural wine. In her newly expanded and updated third edition of Natural Wine: An Introduction to Organic and Biodynamic Wines Made Naturally (2020), Isabelle Legeron argues that natural wines are made with conviction and promote a philosophy of love for the land that can, and should, affect the entire wine industry. To make her case, Legeron acknowledges that natural wine is not new; in fact, she states, it is what wine has always been. And across the three distinct parts of her impressive work, she asserts the benefits, qualities, and authenticity of making wine just as nature intended.In the Introduction, Legeron writes that her book is "a tribute to those wines that are not only farmed well, but also fly in the face of modern winemaking practices, remaining natural at all odds" (p. 6). Brimming with photographs and scientific studies throughout her writing, Legeron interlaces her well-researched perspective with vivid illustrations and rational evidence, pointing out that while the agriculture behind creating organic and biodynamic wines may look untamed and untidy, natural wines require careful attention and precision from those producing them. This native, wild approach to viticulture is exactly how Legeron believes winemaking should be. After all, "We are not separate from our environment and even less so from what we eat and drink" (p. 11).Following the Introduction, Part 1 of the book, "What is Natural Wine?," is broken into five sections, each with their own sub-sections to explore the question: Is there such a thing as natural wine; and, if so, what is it? Legeron purports, "Natural wine is literally living wine from living soil" (p. 92); and from the vineyard to the cellar, she takes her reader on a nearly 100-page viticultural and vinicultural journey through the production of natural wine.In the first segment of Part 1, "The Vineyard," Legeron examines viticulture across three distinct areas: "Living Soils," "Natural Farming," and "Understanding Terroir." In "Living Soils," Legeron explains that because there is no worldwide legal certification, one of the challenges in discussing natural wine is in defining it to clarify the difference between natural and organic winemaking. Natural wine "is wine from vineyards that are farmed organically, at the very least, and which is produced without adding or removing anything during vinification, apart from a dash of sulfites at most at bottling" (p. 23). And the first step in producing such a wine is found at the ground
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