Typicity and terroir are notions often used by wine industry professionals. However, do consumers really understand, know and retain these terms? A study completed by the GRAPPE laboratory- ESA of Angers in collaboration with VINIFLOR-Paris showed that the perception of terroir and typicity is strongly influenced by the implication level of the consumer and their implication for wine. These results can be used to propose communication strategies that take into account the implication level of the targeted consumers.
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