10 – 14 July 2017

In 2017, the Summer school on Wine, Terroir, Tourism had the pleasure to host the following lecturers: Prof. David Picard, University of Lausanne Prof. Marion Demossier, University of Southampton Dr Catarina Moreira, Instituto Superior de Agronomia of the University of Lisbon Prof. Manuel Malfeito Ferreiro, Instituto Superior de Agronomia of the University of Lisbon Ms Laure van Gysel, HES Changins Please find below more details on this programme, with the 2017 syllabus

Wine,Terroir,Tourism10-14July2017

ProvisionalProgram

9:00–12:00

Lunch

1pm–4pm Evening

Monday

FromWinetoTerroirtoTourism

Prof.Picard(IGD_UNIL)

Principlesofwinemakingpractice

DrMoreira(ISA-ULisboa)

Wineandwinemakingculture

Prof.Picard(IGD-UNIL)

Industrialwinemakingpractice

Prof.Picard(IGD-UNIL)

WelcomeReception

TuesdaySensorialmethods

MsVanGysel(HESChangins)

12h15:Busleaves

Studytrip1:Winetourismandterritorialdevelopment

(ValaisWineMuseum,Salgesch)

MsZufferey(Muséeduvin)

17h20:BackinSion

WednesdayWineandTerroir

Prof.Demossier(USouthampton)

GlobalWineTerroir

DrMoreira(ISA-ULisboa)

ThursdayInnovationinWineTourism

Prof.Picard(IGD-UNIL)

12h15:Busleaves

Studytrip2:Winetourismfromaproducer’s

perspective(BissedeClavauxWineRoute)

MrDarbellay(BonvinVins)

FarewellDinner

riday

Terroirandwinemaking

technology

Prof.Malfeito(ISA-ULisboa)

Winestabilizationandblending(13h-14h30)

DrMoreira(ISA-ULisboa)

AppliedWineandTourismproject(14h30-16h)

Prof.Picard(IGD-ULisboa)

Wine,Terroir,TourismSummerSchool

InstituteofGeographyandSustainabilityUniversityofLausanne

10-14July2017

UNILCampusatBramois,Chemindel’Institut18,1967BramoisSion,Valais

AimThesummerschoolproposesamultidisciplinaryexplorationofthenotionofwineterroir,employingacombinationofsensorial,sociologicalandethnographicmethods.Amajorfocusisontherelationbetweentourismandconsumerimaginariesofspecificwineregions,thestrategicemploymentofwinemakingtechnologyandthesensorialqualitiesofrespectivewines.Alongwiththeorydrivenlecturesonterroir,winecultureandwinemaking,thesummerschoolincludestwohalf-daytripsintheValaisthatillustratethewiderglobalissueoflinkingtheindustriesofwinemakingandtourism.

Participants15-25internationalparticipantsatMAandPhDlevelinthesocialsciences,humanities,foodanddrinksstudies,politicalgeography,tourism,territorialdevelopment,winebusinessorequivalent(minimumqualificationbachelor).

Learningobjectives(1)Abilitytodiscusstheemergenceofthenotionofterroirinthesocial,politicalandeconomiccontextsofwineproductionandconsumption,especiallytheroleoftourism(2)Abilitytodebatetheproduction,manipulationand/orreverse-engineeringofterroiraspartofbasicwinemakingindustryprocesses(3)Abilitytoassessterroirassensorialfeaturesofparticularwineterroirstylesandrelatedproductiontechnologies

ProgrammeandactivitiesThesummerschoolincludesthreetopicalmodules,whichwillintroduceparticipantstothesocial,culturalandtechnicalcontextsofwineandwinemaking.Itwillthenexploretheconceptofterroirasavalue-addingfactorinwinemakingandwinecommercializationandinvestigatehowitismobilizedthroughtourism.Aspecialfocusisonplace-of-provenance-relatednotionsofterroirinwineconsumercultureandthetechnologicalabilitiesusedinthewinesectortorespondtoconsumerexpectations.Thelastpartwillconcentrateonmobilizingthenewlyacquiredknowledgetocriticallyassesscurrentwineandwinetourismproductsandtrendsanddevelopanindependentresearchproject.

Module1:WineandwinemakingcultureincontextTheaimofthemoduleistointroduceparticipantstothecultureofwine,winemakingandwineconsumption.Themodulecombinestheoreticalclassesexploringtheanthropologyofwinewithpracticalclassesinsensorialmethodsandthefundamentalprinciplesofwinemakingpractice.

1.1Terroir,tourismandwineculture(DavidPicard,IGD-UNIL)

Thelecturefirstexploresdifferentsymbolicandcausalinterconnectionsbetween(touristic)representationsofterroirandthesensorialperceptionsandqualitiesofrelatedwines.Initssecondpart,itprovidesamoregeneralintroductiontothesocial,ceremonialandspiritualqualitiesofwine

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consumptionandtheglobalorganizationofthewinetrade.

1.2Principlesofwinemaking(CatarinaMoreira,ISA-ULisboa)

Thelectureintroducestotheworldofwinemakingoutliningtheprincipalbiochemicalprocessesthathappenduringgrapevinevinificationandthetechnologicalparameterswinemakerscanplayontocontroltheorganolepticprofileoftheendproduct.Topracticallyillustratethelearningcontents,thelectureincludesahands-onvinificationexperimentrunningthroughouttheweekwherebystudentswillemployarangeofcommonindustryvinificationtechniquestoproducewineswithdifferenttypicalitycharacters.

1.3Sensorialanalysis(Laurev.Gysel,Écoleduvin,Changins)

Thelectureintroducestothemethodologyofsensorialanalysis.Followingadiscussionoftheprosandconsofusingcommontechnicallanguagestoassesswinequality,itteachesparticipantsastep-by-stepapproachtowinetasting(basedonthestandardprotocoloftheWineandSpiritEducationTrustWSET).Thelectureaimsbothtofamiliarizestudentswithacommonwinetastingmethodandtostimulatedebateaboutthepotentialsandpitfallsofthismethod.

Module2:Terroir,tourism,technologyTheaimofthemoduleistointroduceparticipantstotheconceptofwineterroirandhowitismobilizedindifferentpolitical,socialandtouristiccontexts.Themodulecombinestheoreticalclassesexploringtherelationbetweentourismandthemakingandunmakingofterroirindifferentglobalwineregionswithpracticalclassesintroducingtothesensorialprofilesassociatedwithspecificglobalwineterroirsandthetechnologicalmanipulationsthatallowwinemakerstocreateorevenreverseengineer,enhanceordissipateterroirinfluencesonwinecharacteristics.

2.1Wine&Terroir(MarionDemossier,USouthampton)

Thelectureexaminestheconceptofterroirfromabroaderhistorical,socialandpoliticaltransnationalcontextandwilldiscussitsrelevanceanddeploymentasameaningfulcategoryofpractice.ThepresentationwillfocusonBurgundyasawindowontotheself-proclaimedbirthplaceoftheconceptofterroir-tocriticallyassesshowithasbeenhistoricallyconstructedandreinventedasawayofassertingthenotionofplace,tasteandwineinanincreasinglyglobalizedworld.Considerationwillalsobegiventohowithasbecometheobjectofcontestedmeaningsandvaluesintheglobalhierarchyofwine.Thelectureaimsatengagingcriticallywiththemystiquethatisdistilledintheconceptofterroirandtoofferanoriginalandpossiblycontroversialperspectiveontheculturaltraditionsofwinegrowinginoneparticularplace,whileinsistingonthenecessityofscrutinizingtheselocaltraditionsinthecontextofglobalflowsofideas,practicesanddiscourses.

2.2Globalwineterroirs(CatarinaMoreira,ISA-ULisboa)

Thelectureintroducestoaselectionofso-calledglobalwineterroirsandassociatedwinestyles.Itexplainshowthewineindustrystrategicallyeitherreinforcesorneutralisesspecificgraperelatedorgeo-bio-climaticcharacteristicsinordertocreatedistinctwinecharacteristicsandrecognizableproductprofiles.Itdiscussesinparticulartheroleofwinemakersandthewineindustrytoimplementandultimatelyenforceacommonvisionofthewinecharacterspecificitiesofaparticularwineregion.Viceandversa,italsodiscusseshowprovenance-specificwinestylescanbeappropriatedbywineproducersinotherwineregionsandbecomeeventuallyindistinguishableevenforexpertwinetasters.

2.3Terroirandtechnology:exploringtheGestaltofwine(ManuelMalfeito-Ferreira,ISA-ULisboa)

Thelectureexploresthetensionbetweentheroleoftechnologytocreatemarket-drivenwinesandwhatthelecturercalls“wineswithasenseofplace”.Itopenswithadiscussionofclassicaltastingmethodsandtheirnormalizingeffectonflavourandtastepreferences.Itsuggestsparticipantstoreflectonnewwinetastingparadigmsbasedonemotionalexpectationsandthecentralplaceoffoodinwineconsumption.Thelectureincludesaseriesofexperimentaltastingsexploringtheattractivenessofaromaintensityandsmoothmouthfeelincommercialwines,theuseofsugar,flavourandoaktomakewine“smoother”andthecreativenessofhumaningenuitytocontinuouslycreatenewwaystomakewines.

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Module3:InnovationinwinetourismTheaimofthemoduleistointroduceparticipantstothefieldofwinetourism,especiallybyelucidatingissuesofterritorialdevelopmentinwineregions,concernsofeconomicdiversificationbywineproducersandproblemsofmulti-scalarmarketingofterritorialtourismandwinebrands.ThemoduleincludestwostudytripsintheValaisexploringtheroleofwinetourisminterritorialdevelopmentandfromaproducer’sperspective.

3.1Innovationinwinetourism(DavidPicard,IGD-UNIL)

Thelecturepresentsresultsfromacomparativeresearchinvestigatingcurrentformats,practicesandsolutionsfoundinthefieldofglobalwinetourism.DrawingfromdatacollectedinAustria,France,Portugal,Switzerland,China,CaliforniaandSouthAfrica,itexploreshowtourismbecomespartofcurrentandemergingbusinessmodelsinthewinesectorandhownewtypesofproductsandspacesofco-constructedexperienceleadtotheformationofwineindustryspecifictouristrealms.Thelecturealsopresentsvarioussolutionstowineprofessionalstoenhancewinesalesandmarketingthroughtourismactivities.

3.2Studytrip1:ValaisWineMuseum(Anne-DominiqueZufferey,Winemuseum,Salgesch)

Thefirststudytripaimstoprovideaspecificcasestudytoillustratehowthetourism-relatedactivitiesofthewinemuseuminSalgescharearticulatedwithwidereffortsbythecivilsocietyoftheValaistoenhanceitsterritorialbrands. While the primary objective of the wine museum is to trace the history, traditions and passions of local mountain viticulture, it can be seen to be part of a concerted effort by cantonal and communal policymakers to enhance the notoriety and eventually the value of wines made in Valais. Participants will visit the permanent exhibition of the museum exhibiting a comprehensive and lively panoramic view of “everything there is to know” about the world of vines and wine in canton Valais. The visit will be followed by a presentation by, and discussion with, the museum’s director and the tastings of wines considered representative for the diversity of Valaisan wine produce.

3.3Studytrip2:BissedeClavauxWineRoute(DavidHéritier,LesCelliersdeSion)

Thesecondstudytripaimstoprovideanoccasiontoexchangewithrepresentativesfromthewineindustryandjointlydiscoverhowtourismiscurrentlybeingemployedasameanstoenhancetheeconomicviabilityofthecompanies.ThetripwillleadparticipantsonapopularwalkingpathalongawatercanaltraversingthesteepslopevineyardsinthenorthofthecityofSion.Itwillmakestopsattouristicallyrefunctionalisedvineyardbarns(called“guérite”)asparticularexamplesonthetouristicredeploymentofpreviouslyviticulturalinfrastructures.

3.4Appliedproject(DavidPicard,IGD-ULisboa)

Participantswillindividuallyorinsmallgroupsdevelopashortpresentation(maximum5minutes,500spokenwords)outlininganinnovativewinecompanyorterritoryprojectemphasizingtheroleoftourismtogenerateaddedvalue,facilitatedistributionand/orenhancebrandvalues.Theyshouldtakeintoconsideration:(a)existingorprojectedpublicterroirrepresentations,(b)technologicalandbioclimaticwinemakingconditionsandpossiblewinestyles,(c)theneedtocommunicatewineandterroirefficiently,(d)theneedtobeeconomicallyviable.

CertificateofparticipationAcertificateofparticipationwillbegiventoallstudentswhoeffectivelyparticipateinthecourseandpresentanappliedproject.

Organisation

AcademiccoordinationDavidPicardUniversityofLausannedavid.picard@unil.ch

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TeachingstaffAnne-DominiqueZufferey,director,Muséeduvin,Sierre&SalgeschCatarinaMoreira,enologist,ISA-Ulisboa,LisbonDavidHéritier,director,LesCelliersdeSion,SionDavidPicard,professorofanthropology,IGD-UNIL,Sion/LausanneLaurevanGysel,lecturerinsensorialanalysis,HESChanginsManuelMalfeito-Ferreira,professorofoenology,ISA-ULisboa,LisboaMarionDemossier,professorofanthropology,UniversityofSouthampton

OrganisationalcoordinationFlorelleUdrisardInternationalRelationsUniversityofLausanneflorelle.udrisard@unil.ch