the role of place, story and identity in modern perceptions of french wine b murphy it tallaght....

Gastronomy Research Day 4 April 2011-IT Tallaght

The role of place, story and identity in modern perceptions of French wine

B Murphy IT Tallaght

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A Starting Point• Perhaps the most historically charged and

culturally symbolic of the foods and beverages• “ It is clear that the historical background in new

wine regions …..is often emphasised to create an identity and at the same time market a regions wines in a way that serves as a substitute for the “Old World” character of established wine traditions”

• These 2 statements are really a starting point for me in terms of my research

How the new world creates a “place anchor” through association with France


In 1998 Frank Woods owner of Clos du Bois explained:

• “I couldn't make a French wine in California, but wanting to move toward that spectrum on the scale of being consumer friendly and elegant…the suggestion came of why don't you call it 'vineyard of the Woods' in French? and that is how Clos du Bois came to be named”

• (Interview in 1998 with Frank Woods owner and founder of Clos du Bois Winery)


Bordeaux Shape

BurgundyShape

AlsaceShape

Stealing the story of French wine-Example 2

• Chateau Los Boldos, Chile

• Chateau Los Boldos Marketing Tag line: The French Chateau of Chile

• The wine range reflects the traditions of France



Research Question

• If other new world wine countries are exploiting France’s strong links with wine tradition

• How can place, story and identity be better used by the French wine sector themselves as a means enhancing the relationship between their own wines and consumers thus differentiating their wine product in an increasingly globalised environment.


How can place, story and identity be used by the French

wine sector as a means enhancing the relationship

between wines and consumers

Country of Origin

Understanding the role of Appellation

Contrôlée

Champagne - a case study

Exporting a sense of place- an Irish

Example

The wine geese and other stories

Place and Story- A Practical Application



• “Once upon a time in Cotes Du Rhone”- A feasibility study exploring whether place, story and identity can, in a very practical way, be brought to life in an effort to enhance the relationship between the place and the potential consumer


This place could be:

• A Cultural Place- Art exhibitions, book launches• A Meeting Place - Francophiles interested in the Rhone,

wine clubs, gastronomy clubs etc• A Sales Place- Exposure of local terroir driven products to

export markets• A Knowledge Place- Courses in wine, food, etc, Interaction

with the actual producers, physical or webinar based, Tastings tutored by the producers themselves-

• An Experience Place- Colour/smells /décor all telling the story of the Rhone, (reflected in the décor, different themed rooms etc)


How can place, story and identity be used by the French

wine sector as a means enhancing the relationship

between wines and consumers

Country of Origin

Understanding the role of Appellation

Contrôlée

Champagne - a case study

Exporting a sense of place- an Irish

Example

The wine geese and other stories


the role of place, story and identity in modern perceptions of french wine b murphy it tallaght....

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