1. Chapter 3
Gastronomic Identity: The Effect of
the Environment and Culture on
Prevailing Components, Texture
and, Flavors in Wine and Food

2. Chapter 3 Outline
• Aperitif: How should
menus and wine lists
be organized?
• The Environment
• Wine: The Impact of
Geography and
Climate
• Culture
• History and Ethnic
Diversity
• Trial & Error,
Innovations, and
Capabilities
• Gastronomic Identity
• Old World and New
World

3. Chapter 3 Key Concepts
• Heat Summation Units
• Climate zones
• Flavor Profiles
• Macro-Climates, Meso-Climates, and Micro-
climates
• Appellations
• American Viticultural Areas
• Prohibition
• Terroir
• Classic Wine and Food Marriages

4. The Organization of Menus and
Wine Lists
• Overall menu and wine list = five main components:
presentation, pattern, structure, pricing, and other
general requirements.
• Organization: by region or traditional classification.
• Presentation: style of font, font size, size of the
physical menu, style, color, layout, and descriptions.
• Pattern: outline of item categories, location of items,
special presentations styles, menu or wine list types,
and the degree of choice of items.

5. Menus and Wine Lists Continued
• Structure: regional appeal of the menu, variety in
price range levels, and meal periods.
• Pricing: pricing methodology, and pricing psychology
issues.
• Other general: aesthetic factors, the ability to
produce the type of service needed, and price
elasticity of items consistently.
• Should reflect the needs of both internal and external
customers.
• Wine list : minimizes customer intimidation,
environment of customer engagement, value-added
education, and to create a sense of curiosity.

6. The Key Elements of The
Gastronomic Identity Concept
The concept of gastronomic identity illustrates the
influences of
• the environment (geography and climate)
• and culture (history and ethnic influences) on
prevailing taste components, textures and flavors
in food and drink.
Gastronomic identity has great consequences for
successful wine tourism, culinary tourism and the
introduction of history as a value-added feature of
these tourism products.

7. Elements that define Culinary Identity
History
Ethnic
Diversity
Culinary
Etiquette
Geograph
y
Prevailing
Flavors
Recipe
s
Presentation
Techniques
Dominant
Ingredients
Source: R. Danhi. “What is Your Country’s Culinary Identity? Culinology Currents (Winter 2003): 4-5.

8. Gastronomic Identity
Environment
Geography
Climate
Macro/Meso/Micro-Climates
Indigenous Products
Profitable Adaptability
of New Products
Culture
History
Ethnic Diversity
Trial & Error
Innovations
Capabilities
Traditions
Beliefs
Values
Gastronomic Identity
Flavor Profiles
Etiquette
Recipes
Fusion of Ingredients/Techniques
Classic Wine and Food Marriages
Climate Zones
Old World & New World Styles

9. The Impact of Climate Zones On
Wine Characteristics
Climatic factors impact fruit ripeness, acidity
levels, alcohol levels, tannin, and flavors.
Cool Regions:
• Often result in white wine flavors of apples
and pears (cool climate tree fruits).
• Create red wine aromas and flavors that can
be described as red fruits like cranberries,
red currants or red cherries.

10. Climate Zones Continued
Moderate Regions
• Result in flavors such as citrus, peaches, apricots,
nectarines or melons for white wines and black
cherries, black currants, plums or blueberries for red
wines.
Warm Regions:
• Results in white wines that have tropical fruit flavors
such as mangos, pineapple, papayas, guavas or
bananas.
• Produce red wines that can take on flavors of dried
and heavier fruits like raisins, figs or prunes.

11. Climate Terms Defined
• Macro-climate – the climate of an
overall region.
• Meso-climate – the local climate of a
whole vineyard.
• Micro-climate – the climate specific to
an individual plot within a vineyard.

12. Heat Summation Units
• Calculated as the total number of days when
the average temperature is greater than 50 F
(10 C).
• This is based on a 10-year average of
temperatures
• If an average was 70 F (70 -50 = 20), this would
provide 20 “degree days” per day.
• The coldest regions are about 1,700 degree
days and the warmest of 5,200 degree days
(calculated in Fahrenheit) .

13. Degree-Day Equivalents in Celsius and
Fahrenheit
RegionRegion Celsius HeatCelsius Heat
Summation UnitsSummation Units
Fahrenheit HeatFahrenheit Heat
Summation UnitsSummation Units
II ≤ 1390 ≤ 2500
IIII 1391-1670 2501-3000
IIIIII 1671-1940 3001-3500
IVIV 1941-2220 3501-4000
VV ≥ 2221 ≥ 4001
Source: R.S. Jackson. “Wine Science, 2nd
ed.” (2000, San Diego, CA: Academic Press).

14. Climate Zones Based On Heat
Summation Units
•Region 1: climate zones less than 2,500 units.
• New World Examples: Willamette Valley
(OR), Tasmania.
• Old World Examples: Champagne, Baden.
•Region 2: 2501and 3000 units.
• New World Examples: Niagara Peninsula,
Adelaide Hills.
• Old World Examples: Hermitage, Piedmont.

15. Climate Zones Based On Heat
Summation Units Continued
•Region 3: 3001 and 3500 units.
• New World Examples: Red Mountain (WA),
Margaret River (AUS).
• Old World Examples: Rhone region, Tuscany.
•Region 4: 3501 and 4000 units.
• New World Examples: San Joaquin, Sicily.
• Old World Examples: Rioja, Ribera Del Duero.
•Region 5: 4001 or more.
• New World Examples: Stanislaus, South Plains.
• Old World Examples: Calabria, Sherry.

16. The Role of Appellations
• Refers to the location where agricultural products
are grown.
• Sanctioned by a government or trade association to
define procedures in order to “guarantee” quality
and genuineness.
• A wine appellation may be a large region or a single
vineyard.
• Stated on a wine bottle label and refers to the
specific geographic location.
• An example would be the official French system of
appellation d’origine controlée.

17. The Definition of Terroir
Terroir can be defined as:
“an umbrella term for a subtle interaction
of natural factors and human skills that
define the characteristics of each wine-
growing area”.

18. History: Prohibition Effects
• Prohibition greatly impacted wine production and wine
grape growing across both the U.S. and Canada.
• The dry movement began in 1816 and persisted for more
than 100 years.
• Prohibition was enacted into U.S. law in 1920, and
repealed in 1933.
• In Canada, Prince Edward Island was the first province
to enact prohibition in 1901 and did not repeal it until
1948.
• Most Canadian repealed prohibition during the 1920’s.
• From 1919-1925, wine production dropped 94%.
• Dry forces continue to be active today.

19. Trade’s Impact on Wine Identity
• Trade is an element that impacts
gastronomic traditions.
• Traveling winemakers and roving
viticulturists have created a blurring of the
lines between Old and New World wine
industries.
• There are more joint production adventures
between the New World and the Old World
than ever before.
• Therefore regional wine identities are
constantly changing.

20. Which Countries are New World
and Old World?
• New World: U.S., Australia, Argentina,
Canada, Chile, New Zealand, and South
Africa.
• Old World: Europe – France, Italy, Spain,
Germany, Greece, Hungary, Austria and
Switzerland.

21. Cool Climate and Old/New World
Traditions
• Growing Season: cool/less sunny
• Wine Fruit Style: lean
• White Wine Fruit Flavors: apple/pear
• Red Wine Fruit Flavors: cranberries, redcurrants, red
cherries
• Overall Wine Style: subtle/elegant
• Old World Examples of Wine and Food Matches:
Red Burgundy with Boeuf Bourguignon, Sancerre and
Goat Cheese.
• New World Examples of Wine and Food Matches:
Oregon Pinot Noir and Wild Salmon, New Zealand
Sauvignon Blanc and a fusion of influences.

22. Moderate Climate and Old/New
World Traditions
• Growing Season: temperate/moderately sunny
• Wine Fruit Style: ripe/juicy
• White Wine Fruit Flavors: citrus, peaches, apricots,
nectarines, melons
• Red Wine Fruit Flavors: black cherries, black
currants, plums, blueberries, blackberries
• Overall Wine Style: medium intensity
• Old World Examples of Wine and Food Matches:
Beaujolais and Salade Lyonnaise, Barolo and
Tagiatelle.
• New World Examples of Wine and Food
Matches: Buttery Chardonnay with Dungeness Crab,
Zinfandel with Grilled anything.

23. Warm Climate and Old/New World
Traditions
• Growing Season: warm/very sunny
• Wine Fruit Style: overripe/lush
• White Wine Fruit Flavors: mangos, pineapples,
papayas, guavas, bananas
• Red Wine Fruit Flavors: figs, raisins, prunes
• Overall Wine Style: bold/intense
• Old World Examples of Wine and Food Matches:
Nero d'Avola and Spaghetti with Meat Sauce.
• New World Examples of Wine and Food
Matches: Shiraz with Grilled Pepper Steak, Malbec
with Beef Empanadas.

24. Chapter 3
Lagniappe
“Something extra”
The Future of Wine Tourism

25. Wine Tourism Definition:
‘visitation to vineyard, wineries, wine festivals and wine
shows for the purpose of recreation’ (Johnson, 1998).
• This is a limited notion of wine tourism.
It also occurs:
• Dining out in restaurants
• Is part of other historical or cultural
attractions
• And a diverse range of location attributes –
scenic beauty, regional cuisine, heritage and
architecture.

26. Wine Tourism an Experiential
Perspective
• Consumer behavior researchers have
acknowledged the experiential view to
recognize the hedonistic nature of purchases
for things such as wine and wine tourism.
• Purchase decisions are based not merely on
problem-solving.
• Also based on things such as fun, amusement,
fantasy, arousal and stimulation.
• Basic elements of wine tourism may occur at
the winery, in the region, or outside the region.

27. Basics of the Wine Tourism Experience
Outside Region
Festivals
Restaurant
Home
Wine shows
Within Region
Accommodation
Cuisine
Scenery
Other Attractions
Architecture
Winery
Tasting
Events
Inter-personal/personal
Winery setting

28. Who are wine tourists?
• Limited research has been undertaken to
determine the variation in demographic and
pyschographic characteristics of wine tourists.
• General demographic description: 30-50 years
old, moderate to high income, and within/near
proximity of the locale.
• Psychographic profile: regular consumers of
wine, intermmediate to advanced knowledge,
3 to 4 annual visits to wineries, and purchase 3
to 8 bottles per month.

29. Predictions of future wine tourism
• Will remain a special interest product
• But, broaden its market appeal beyond the
elite.
• Continue the development of strategic links
with: festivals, restaurants, accomodations,
craft producers, and the development of
trails/routes integrating heritage, culture,
nature and gastronomy.
• Become a growing part of “edutainment”
tourism.

30. Wine as “Attractions”
• Disney’s California Adventure – Golden Vine
Winery. A theater wine tour on the history of
wine in conjunction with Robert Mondavi.
• Vinopolis – attracts more than 500,000
visitors per year featuring multimedia “Wine
Odyssey” tours, master tasting classes, “Grand
Tasting Halls, and dining experiences.
http://www.vinopolis.co.uk/

31. Additional Reading on Wine Tourism
Dodd, T. (1995). Opportunities and pitfalls of
tourism in a developing wine industry.
International Journal of Wine Marketing, 7, 5-16.
Hall, C.M. et al. (2002). Wine Tourism Around the
World. Oxford: Butterworth-Heinemann.
Sharpley, R. & Sharpley, J. (1997). Rural Tourism.
International Thompson Business Press.