archives 2017 wtt - university of...
TRANSCRIPT
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