                                 © www.vdqs.net © www.EuAWE.org © www.Gastronometrica.org Competitiveness of Terroir Models on Global Market of Wines The Case of Sparkling wines Christian BARRÈRE OMI, University of Reims christian.barrere@gmail.com Today wine markets are global markets: competition rules their global area. Nevertheless wines are produced on territories and with varying degrees of relation to them. It is usual to distinguish old terroir models and new cluster models. Models based on terroir and protected designation of origin face models based on cluster organisation, type of vine and brands. The aim of the paper is considering the present situation of terroir models and the changes occurring in their working when they are attacked by the new models of new producers (United States, Australia, Chile, New Zealand, South Africa …). We are peculiarly interested in the markets of white sparkling wines. The theoretical framework is given by an evolutionary model defined in Barrère (2003, 2007). A wine market is modelled as a strategic game between mutually dependant players the issue of which gives a well-defined level of quality. That leads to diverse dynamics and to specific path development dependences. The model is used to interpret the history of some sparkling wines. On the one hand some terroir models get incredible successes (obviously the main case is the Champagne one), on the other hand some others have poor results (who, today, knows the Blanquette de Limoux which is the oldest sparkling wine in the world?). Moreover, at the beginning of their development, some terroir wines were in similar conditions but their paths to development have been very diverse. Then the present situation of terroir models is not unique. The paper thus considers the different policies used to compete with the new producers (in particular the premium policies), their results in the evolution of market segmentation and their consequences on the cohesion of regional wine areas. Indicative bibliography 1. ANDERSON K. (ed.) (2004), The World's Wine Markets. Globalization at Work, Edward Elgar, Cheltenham. 2. ANDERSON K. (2009), Terroir rising? Varietal and quality distinctiveness of Australia’s wine region, Enometrica, vol. 2, n°1, March 2009: 9-27. 3. BARRÈRE C (2003), "Un processus évolutionnaire de création institutionnelle d'une convention de qualité, l'histoire exemplaire de la création d'un produit de luxe, le Champagne", Economie Appliquée, numéro spécial Institutionnalisme et évolutionnisme. 4. BARRÈRE C (2007), "The genesis, evolution and crisis of an institution: the protected designation of origin in wine markets", Journal of Institutional Economics, 3:2, 165-1 5. CALVET, J. (2005), "Les clusters vitivinicoles français à AOC. Une analyse en termes de biens clubs", Revue d'Économie Régionale et Urbaine, n° 4, pp. 481-506. 6. BECATTINI G., (1992), Le district industriel : milieu créatif, Espaces et sociétés, N° 66-67, pp. 147-163. 7. DITTER J-G. (2005), "Les systèmes productifs locaux vitivinicoles : concepts, exemples et enseignements possibles pour la France et la Bourgogne", Cahiers du CEREN, pp. 2-15 8. DOUCET C., 2001, "Activités viticoles et développement régional : introduction d'une différentiation spatiale dans les effets induits", in Vineyard Data Quantification Society, Colloque-Napa-Valley-21&22 Mai. (http://www.vdqs.net/documents/2001Napa/documents/doucet.pdf ) 9. GARCIA-PARPET, M-F. (2001), "Le terroir, le cépage et la marque : stratégies de valorisation des vins dans un contexte de mondialisation", Cahiers d'Economie et Sociologie Rurales, n° 60-61, pp. 25-57. 10. LAPORTE, C. (2000). "L'Appellation d'Origine Contrôlée comme garant de la typicité des productions viticoles", Revue d'Économie Régionale et Urbaine, n° 3, pp. 557-570. 11. SCHAMEL G. (2009) Dynamic Analysis of Brand and Regional Reputation: The case of Wine. Journal of Wine Economics, vol. 4, Issue 1, Spring 2009: 62-80. 12. STANZIANI A. (2004), "Wine Reputation and Quality Controls: the Origin of the AOCs in 19 th Century France", European Journal of Law and Economics, 18, pp.149-167. 13. TORRE A. (2002), Les AOC sont-elles des clubs ? Réflexions sur les conditions de l'action collective localisée, entre coopération et règles formelles, Revue d'Economie Industrielle, n°100, 3° trimestre 2002, pp. 39-62. View publication stats View publication stats