August 2024

15th International Terroir Congress: Bridging Local Wine Industry with Global Terroir Science [Mendoza, Argentina, November 18-22, 2024]

For the first time since its inception in 1996, the congress will grace the soils of South America, choosing the Andean landscapes of Mendoza, Argentina.

The three-day event is co-hosted by the Facultad de Ciencias Agrarias University of Cuyo, IBAM (Instituto de Biologi´a Agricola de Mendoza) and the Catena Institute of Wine.

Scientific Sessions include:

A | Soil

Innovation in terroir studies
Physical, chemical, and microbiological properties of soils
Soil health indicators
Adaptation to soil through viticultural practices
Performance of rootstocks in different soils

B | Climate

Projections and scenarios of climate change
Climate change impacts
Climate-related challenges and opportunities for viticulture
New technologies to assess climatic parameters
Index and climate characterization

C | Plant material and management

Selection of plant material and management practices in response to climate change projections
Epigenetic mechanisms in grapevine acclimation
Impact of soil and climate change on vines, wine quality and typicity
Adaptation to climate through viticultural practices
Grapevines phenotypic plasticity in response to changing environments

D | Malbec

Historical journey and terroir expression
Studies of Malbec cultivation and winemaking in Argentina and worldwide.
Properties of Malbec wines cultivated in different regions.

Insights from attending experts:

Dr. Laura Catena – Local wine producer, Catena Institute of Wine
“We are excited to greet sommeliers, wine lovers and wine trade who are interested in the subtleties of wine terroir. The study, preservation and celebration of terroir depend on the interest that wine lovers and consumers develop for this most important topic. The combination of an extraordinary natural setting, exciting presentations, and local food (bountiful asado-barbecue) and wine hospitality should make attending this year’s Terroir Congress in Mendoza the experience of a lifetime.”

Dr. Luciano Calderon – Argentinian geneticist and leading author of Malbec’s genome sequencing project
“As a geneticist, I consider that terroir is a combination of multiple variables, which all together constitute the scenario able to bring up the best or the worst of any combination of genes. Each cultivar, each clone and each plant is a unique combination of genes that expresses flavor in different ways, depending on its growing context, the terroir.”

Dr. Rodrigo Lo´pez Plantey – Professor and local symposium organizer at FCA UNCuyo, Argentina
“It’s a unique opportunity for Argentina’s wine industry to connect and collaborate with the international scientific community, together advancing our sector’s future.”

Dr. Kees Van Leeuwen – Bordeaux’s leading terroir academic
“The concept of terroir relates wine to its origin, the place where it is produced. Multiple terroir factors, including soil and climate, craft the taste of wine. Many researchers around the world work on explaining the mechanisms involved. These researchers gather once every two years since 1996 at the International Terroir Congress. The congress will take place for the first time in South America, in Mendoza, Argentina, from 18-22 November 2024. It is a unique occasion for an update on the most exciting terroir research and an opportunity to meet researchers from the terroir community in person.”

For further details and registration please visit https://congressterroir.com.ar

Five New Masters of Wine Announced

Five members of the wine trade from the US, the UK, Norway, Singapore and Mainland China have become Masters of Wine last week, taking the total number of MWs to 421.

The new MW’s will now join the Institute of Masters of Wine having passed all stages are: Neil Bernardi, Tone Veseth Furuholmen, Benjamin Hasko, Victoria Mason and Wei Xing.

They complete the 2024 vintage of Masters of Wine, joining Emily Brighton MW, Christopher Martin MW, Robert Mathias MW, Dror Nativ MW and Pietro Russo MW, who passed in February of this year.

There are now 421 active Masters of Wine based in 30 countries, spanning a wide range of areas in the wine industry.

The MW exam consists of three parts: the theory and practical exams taken at the end of stage two and the research paper (RP) submitted at the end of stage three. The RP is an in-depth study on a wine related topic from any area of the sciences, arts, humanities or social sciences. Completion of the exam seeks to represent an all-encompassing knowledge of the industry, and only when an individual passes the RP do they become a Master of Wine.

All members must sign the IMW’s code of conduct before they have the right to use the title Master of Wine or the initials MW. By signing the code of conduct, MWs agree to act with honesty and integrity and to use every opportunity to share their understanding of wine with others, echoing the IMW’s mission to promote excellence, interaction and learning.

IMW Chair, Cathy van Zyl MW, shared her thoughts on the announcement: “The announcement of new Masters of Wine is always a happy day for the Institute, but more importantly marks a momentous achievement to those receiving the MW title. The journey to becoming a Master of Wine is no small feat and I share my heartfelt congratulations to Neil, Tone, Benjamin, Victoria and Wei. Your dedication, sacrifices, and pursuit of knowledge have led you here. Welcome to the IMW.”

She went on to say, “I’d also like to thank all the MWs who have contributed to our five new MWs’ journeys, those involved in the education programme and examination, as well as those who may simply have answered the odd question here and there, or shared words of encouragement.”

New Study Shows Growing Visitor Diversity and Spending in Napa Valley

Visit Napa Valley just announced the release of its 2023 Visitor Profile and Economic Impact Study. The research report finds that visitor spending and related tax revenue have surpassed pre-pandemic levels, highlighting the Napa Valley’s positive trajectory in tourism recovery following the devastating global COVID-19 pandemic and California wildfires.
Among the key findings in the 2023 Visitor Profile and Economic Impact Report are:

• 3.7 million people visited in 2023
• The number of domestic travelers increased by 180,000 since 2018
• Average visitor age decreased from 46 in 2018 to 40 in 2023
• The share of black visitors has tripled, increasing from 4% in 2018 to 11% in 2023
• The share of Latino/Hispanic visitors has almost doubled, increasing from 10% in 2018 to 17% in 2023
• The share of LGBTQ visitors has doubled, increasing from 4% in 2018 to 8% in 2023
• Visitors brought more than $2.5 billion dollars into the local economy in 2023, a 13% increase from 2018
• Tourism generated more than $107.5 million in tax revenue—a 26% increase over 2018
• The tourism industry employs 20% of Napa Valley with an estimated 16,000 jobs, and
• 95% of all visitors indicated they are likely to return

“One of the many positive benefits of these strong economic results is how they directly impact Napa Valley residents’ quality of life,” explains Emma Swain, chair of the board of directors for Visit Napa Valley and CEO of Supéry Estate Vineyards and Winery. “For example, visitors to the Napa Valley pay a Transient Occupancy Tax (TOT) on every overnight hotel stay. These dollars go directly to our local governments’ general funds to help pay for public safety, libraries, parks and recreation, road repair and more to support a high quality of life for locals.”

Visit Napa Valley is also currently developing a Sustainable Tourism Strategic Plan that sets a roadmap for sustainability and destination stewardship to support the long-term viability of its visitor economy. The plan will address topics such as the preservation of resident quality of life, the impacts of increased visitor volume and the protection of natural resources. Visit Napa Valley will soon launch a Green Lodging certification program in partnership with Napa County, local city governments and utility partners. The program will drive collaboration and efficiencies in climate action by providing meaningful, localized sustainability programming that is tailored to the hospitality industry and will later expand into additional hospitality verticals, including restaurants, transportation and attractions.

For further information: www.visitnapavalley.com/about-us/research

I just wrapped up the second round of judging for the 2024 Canadian Marketing Awards [CMA] Awards!

It’s an incredible privilege to contribute to an event that celebrates the forefront of technological innovation, AI-driven insights, strategic brilliance, creative execution, and powerful storytelling in our industry.

It’s these moments that reinforce my passion for this field—seeing how our industry continually evolves while maintaining a focus on delivering meaningful results.

As we approach the final round, the excitement is building… kudos to the agencies, marketers, creative teams, and brand strategists who brought these campaigns to life—you’re certainly pushing the boundaries!

#CanadianMarketingAwards2024 #StrategicMarketing #CreativeExecution #MarketingInnovation #BrandStrategy #MarketingIndustry #MarketingExcellence #BrandGrowth #CreativeLeadership #MarketingInfluencer #JudgingPanel #DigitalMarketing #BrandEngagement #MarketingSuccess #influencer #Canada
#Canadianmarketing

New study shows wine consumption does not increase cancer or mortality risk in healthy adults over 60

A study published this week in JAMA Network Open and conducted by researchers based at the Autonomous University of Madrid, Harvard and other institutions investigates the impact of alcohol consumption on mortality among older adults, particularly focusing on those with health-related or socioeconomic vulnerabilities. The findings reveal that even what is typically considered low-risk drinking can elevate mortality risks, especially for cancer and cardiovascular diseases. This is particularly pronounced among those with existing health or financial challenges.

Interestingly, the study highlights a protective aspect for those who predominantly consume wine and drink only with meals. This pattern seems to reduce the negative effects of alcohol on mortality, suggesting that the slower absorption rate of alcohol or the beneficial components in wine might play a role. The research underscores the need to address health disparities related to alcohol consumption, especially in vulnerable populations, and calls for further exploration into the benefits of wine consumption in these groups.

By understanding the nuanced effects of different drinking patterns, particularly the potential benefits of wine, the wine trade can better communicate with consumers and contribute to public health discussions. This study adds to the growing body of evidence that wine, when consumed in moderation and within specific contexts, might offer a protective edge against some of the health risks associated with alcohol.

Link to full study