In this seminar, we will examine the development of a sense of place in a newly re-organized wine region of New Zealand. We will focus particularly on the use of the term terroir in the narratives and marketing communications of wine producers and on the role of wine within broader narratives of place aimed at domestic and international tourists. Terroir is a term that originates in France and is used frequently in the promotion of wine and food from the ‘Old World’, but its usage is also growing in ‘New World’ wine-producing regions.
In this research, currently being led by Joanna Fountain and Rory Hill, interviews with wine producers in North Canterbury and participant observation at cellar doors and wine and food festivals, supplemented by content analysis of promotional materials and wine labels, are being used to generate qualitative data about sense of place.
