Terroir in the media: the poetry of people, place and palate

Purpose – The purpose of this article is to review the use of the word terroir by print media in France using a multi-method approach. The objective is to uncover whether and how the media frames terroir-marketed products as being qualitatively superior to non-terroir products. Design/methodology/approach – Every issue of five print magazines in France was analyzed over the period of one year. All references to terroir were coded as well as all tasting notes with and without terroir references. > 6,500 tasting notes and 800 uses of terroir in 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, terroir in tasting notes leads to significantly higher scores and prices for wines than when terroir is not included in the note. A further analysis reveals that terroir is most often related to subjective experiences of taste. Practical implications – Wine managers should often use the word terroir in their press releases and communication pieces. However, the dimension of terroir that 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 uses terroir. This research contributes to the growing body of research that seeks to understand the value of terroir as a marketing attribute.