Author(s):
Kyle J. Schlachter* - University of Denver
Abstract:
Wine production is tied closely to geography. The French have coined the term terroir to describe the overall effects of geography on wine. Many place names are synonymous with specific grape varieties and styles of wine precisely because of geography. Napa, Bordeaux, and Burgundy are often the first places that come to mind when one talks about wine. The western slope of Colorado is a wine-producing region (with two AVAs) that has seen a rapid increase in its viticulture in the past 30 years and is expected to continue to increase in the future. As with all wine regions, the association between geography and wine quality is important. I examine how wine consumers perceive Colorado wines. I focus my examination on one wine and liquor store in Denver, CO. As an employee of this retail store I have the opportunity to interact with customers on a regular basis, provide recommendations of wine, and receive feedback from the consumers. I use qualitative research techniques to gather information on consumer perception of Colorado wine. I found that consumer perception varies and is dependent on consumer motivation, consumer involvement, and consumer-salesperson interactions. Overall, I conclude that Colorado's wine-producing regions have a good base for developing a geographic identity especially as wine production increases and wine consumption a greater part of Coloradoans' and Americans' beverage choices. However, Colorado is still a long way from having the same recognition of more established wine regions in the U.S.A. such as in California, Oregon, and Washington.
