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Overview by Galatée Faivre
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"The principal change in the way wine is consumed in the Old World, under the influence of the New World, is the move away from an automatic, natural and daily consumption, characterised by need, to an occasional, conscious, ecological and hedonistic consumption, characterised by leisure."
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It's important today that production evolves in line with this revolution in the way wine is consumed.
If there's one word that summarises this necessity to adapt Old World wine practices to a globalised market, it would be "coherence":
- COHERENCE with the history of a terroir
- COHERENCE with the real lives and the potential of producers and consumers
- COHERENCE with market logic
- COHERENCE between the wine, its taste, its presentation and its mental associations
- COHERENCE between the future of this same terroir's ecology and the economic future of the people who live there...
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Identi-terre marketing is the work method that allows this COHERENCE to be permanently investigated on all levels while remaining anchored in identity, the DNA of a wine's brand.
IDENTI-TERRE WINE MARKETING © is a sincere, global and ambitious approach, which finds natural justification in the "green and ethical revolution" that we are now living through.
Our major task today is to produce and communicate individually, then in common, in the right direction: the only worthwhile identity is each and every one of our magnificent terroirs! |
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