Using terroir to exploit local identity and cultural heritage in marketing strategies: An exploratory study among Italian and French wine producers

The main aim of this paper is to provide a clear understanding of wine producers’ perceptions about terroir and its potentialities as a mean to exploit local identity and cultural heritage in their marketing strategies. Additionally, we explore the role of local wine associations and policy makers in the creation and valorization of place image through terroir. We used a cross-case analysis based on two wine areas of the “Old World”, respectively located in France and Italy. Specifically, we examined 11 wineries in the Pic Saint-Loup and 15 wineries in the Sannio Valley by conducting semi-structured interviews with entrepreneurs and managers. Furthermore, we collected secondary information about the areas and the collective actions undertaken over the years by the wine producers and/or the policy makers to foster the place image. Our study highlights the importance of context variables to the building and exploitation of the terroir concept and the critical role of actions undertaken at an institutional level in order to improve place reputation, developing and exploiting local identity and cultural heritage.