What Is the Value of Terroir?

Wine producers and enthusiasts use the term “terroir,” from the French terre (meaning land), to refer to the special characteristics of a place that impart unique qualities to the wine produced. The Appellation d’Origine Contrôlée (AOC) system in France, and similar systems adopted in other wine-producing countries, are based upon the geographic location of grape production, predicated on this notion of terroir. Under the US system, production regions are designated as American Viticultural Areas (AVAs), with finer geographical designations known as sub-AVAs. Such designations allow wineries to identify the geographical origin of the grapes used in producing their wines, and— equally important—seek to prevent producers outside an AVA from making false claims about the nature and origin of their wines. What is the value of terroir in the American context? Does the “reality of terroir”—the location-specific geology and geography—predominate in determining the quality of wine? Does the “concept of terroir”—the location within an officially named appellation – impart additional value to grapes and wine? Does location within such an appellation impart additional value to vineyards? The central question we address is whether measurable site attributes—such as slope, aspect, elevation, and soil type—or appellation designations are more important determinants What Is the Value of Terroir?