Bordeaux | Wine Marketing | Essay

Running head: WINE MARKETING
Wine Marketing
Name of the Student:
Name of the University:
Author’s Note:

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Bordeaux has a very rich history in the field of producing the best quality wine. They have been
doing it since the 17th century. This region has the best-suited climate, soil, air, water and also the
exactly needed sunlight for the overall growth and development of the Vines. It is the very seat
of the best wine cultivation and production unit as they have been able to provide the best wines
and also satisfying the changing needs and demands of the customers. They have been catering
to the needs of the customers not only in the local but also on a global basis as well.
 Bordeaux is known to be one of the most famous and well-known places that produce the
best and fine quality of the wine. It must be noted in this similar context that wine
production needs a certain set of factors so that they yield is taking place properly. The
most important factors among them are social quality, air quality, water supply and also
the overall geographic or the climatic condition. This essay has dealt with the different
climatic or the topographic factors that are prevalent in Bordeaux that is suitable for the
production of the best quality wine in this place. Variation and diversity are also one of
the major things that are followed by the cultivators at Bordeaux. This is because they try
to produce a large number of products or a large and unique variety of grapes so that they
can add new and also very innovative flavors in their manufactured items. Some of the
most popular and well know varieties of the grapes that are available there are the red
variety of grapes, the white variety. Some of the most unique and the best varieties are
Merlot (65%)
 Cabernet Sauvignon (23%)
 Cabernet Franc (10%)

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The soil quality that is present in Bordeaux is not suitable for the agriculture or irrigation of any
other crops except grapes. This is because the soils actually are of poor quality and not much
suitable for the growth of the other crops apart from gapes. Therefore this has acted as one of the
most essential aspects and also as an advantageous point for cultivating grapes and thereafter
using it for the production of wine (Celhay & Remaud, 2018). However, it must also be of great
help to the economy and the ongoing wine marketing coming from this region. The soil in this
place contains moisture and the necessary nutrients that are needed for the cultivation of wine. In
comparison to the soil quality of other places, this is suitable because then the vine roots have to
dig deeper for the needed moisture and this is stressful for the plants (Gergaud & Ginsburgh,
2018).
The water that is available in this place is also of poor quality and is present in insufficient
amounts. It is because of this reason that the grapes or the berries can grow in a very fresh way.
They are highly juice in nature in comparison to the ration of their skin. However, this is
disadvantageous in one way as the berry or the grape business will not be carried on properly but
at the same time, the wine business can flourish. Though the size of the berries becomes smaller
this, in turn, contributes towards the wine becoming much more concentrated and also the flavor
in it is enhanced.
Terroir is always one of the main factors that are responsible for enhancing the overall quality of
the wine. However, for proper wine cultivation, it must be ensured that the terrior is developed in
the best possible way and also all these favorable factors are present for the overall growth of the
business. It must be seen that the soil quality, water quality, exposure to the sunlight, existing

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temperature and the drainage system has made Bordeaux just the right place with the right kind
of terroir for carrying on with the wine cultivation.
One of the major aspects that they have been able to work on is the increase in the number of
organic farming initiatives. The Wine farming business that is being carried on in Bordeaux is
sustainable as the business managers have made sufficient efforts in making sure that they are
abiding by all the rules and the regulations of maintaining proper suitability. This is mainly
because they must be able to ensure that they are developing all the eco-friendly practices and
the framing is not causing any kind of harm to the environment or any other people staying in the
community. By 2020, close to 10% of all Bordeaux vineyards were either fully organic or at least
experimenting with organic farming on at least a portion of their vineyards. More than 11,000
hectares of vines were certified as fully organic by 2020.
For several years Bordeaux has been the heart of the finest wine cultivation of the world. This is
because the wine cultivation is done with due care and also sufficient efforts are undertaken so
that the quality of the product is great and customers are also satisfied with the quality of the
product that they are getting (Smith, 2015). They have also started using the best methods like
plantation of the cover crops so that they can ensure that the main plantation of the crops is
taking place and also there is no interruption in the same (Diaz Ruiz et al., 2017). The planting of
grass takes place regularly, in the vineyard (Allamy, Darriet & Pons, 2016). This is done amid
the vine rows makes the soil stay moist and does not let the moisture to run away. This, in turn,
is very useful as it helps in making the agriculture be carried on properly and also the chances of

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damage are reduced. However, this must be ensured that the climatic condition is also good. The
climate that is present in this Bordeaux is great and also it is suitable for the growth of the beat
quality grapes which in turn will produce the finest wine. One of the most advantageous things
that have been available to the vine plantation at Bordeaux since ages are the large scale
available of sunlight. This is because the amount of sunlight that is received by the plantations
here is maximum. It must be noted that during the night time and also during the early morning
hours, the temperatures to average 9 degrees Celsius, 48 degrees Fahrenheit. This is the best
suitable temperature for the Vine plantations.
However, there are some disadvantages as well. One among them is that the frequent presence of
the hail storms is one that makes the grapes suffer from damage. Apart from this, the availability
of rain is also localized at times. In other words, rainfall availability might be varying in different
places. The rainfall available will vary from one place to another and from one locality to the
other. Therefore there must be some alternative sources like irrigation and water supplies system
for future use (Gergaud & Ginsburgh, 2018). This will ensure that Bordeaux can carry on with its
age-old tradition of preparing the best-quality wines for the customers worldwide. They have a
huge variety of most fine quality and the complicated wine manufacturing techniques that are not
available at other companies (Karhunen & Kunc, 2016). Some of the unique varieties of wine
made by them are
 Red Bordeaux / Bordeaux Superieur
 Red Côtes de Bordeaux
 Right Bank (The Libornais, Bourg, and Blaye)
 Left Bank (Graves and Médoc)

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 Dry White Wines
 Sweet White Wines
Therefore it can be said that Bordeaux has been working hard all these years to produce the best
quality wines for satisfying the demands of customers worldwide. They must take care of their
topography, natural climate and also carry on with the adoption the green and eco-friendly
practices so that the vine agriculture can be carried on properly.

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References
Smith, A. (2015). vivino.com. Vivino. https://www.vivino.com/wine-news/bordeaux--
everything-you-need-to-know-in-600-words
Allamy, L., Darriet, P., & Pons, A. (2016, July). How climate change can modify the flavor of
red Merlot and Cabernet Sauvignon wines from Bordeaux. In Proceedings: XI
International Terroir Congress (pp. 10-14).
Celhay, F., & Remaud, H. (2018). What does your wine label mean to consumers? A semiotic
investigation of Bordeaux wine visual codes. Food Quality and Preference, 65, 129-145.
Diaz Ruiz, C., Mason, K., Araujo, L., & Mora, P. (2017, September). Integrating case-study
research into business marketing education: illustration from the Bordeaux wine market.
In 33rd IMP-conference.
Gergaud, O., & Ginsburgh, V. (2018). Natural endowments, production technologies and the
quality of wines in Bordeaux. Does terroir matter?. Handbook of The Economics of Wine,
97-118.
Jin, M. (2019). Realizing a hybrid competitive strategy and achieving superior export
performance: A multiple case study of small and medium-sized Chinese owned Bordeaux
vineyards when exporting to China.
Karhunen, H. B., & Kunc, M. (2016, February). The Chinese Premium Wine Market after
Bordeaux: Opportunities for Port Wine. In 9th Academy of Wine Business Research
Conference (p. 645).

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Toften, K., Mora, P., & Hammervoll, T. (2018). Niche firms in Bordeaux and their sustainable
competitive advantages. Journal of Marketing Trends (1961-7798), 5(2).