The Impact of Climate Change on Pinot Noir and Identity: A Narrative Literature Review
Fengxia Shi
Haiyan Song
This narrative literature review examines how climate change is reshaping not only the viticultural conditions of Pinot Noir but also its identity. Drawing on selected publications, the study organizes climate impacts into three core dimensions: terroir shifts, changes in quality and style, and adaptation strategies. A reframing of the research focus reveals that Pinot Noir’s identity is increasingly influenced by market dynamics, sustainability discourses, and stylistic diversification. The paper proposes a conceptual framework that integrates environmental pressures with symbolic and consumer-driven forces, highlighting an emerging bifurcation between terroir-driven and market-driven styles. New markets—particularly in Asia and Northern Europe—are redefining Pinot Noir through preferences for accessibility, lower alcohol content, and eco-credentials, while alternative styles such as pét-nat and sparkling Pinot Noir further complicate traditional identity markers. By bridging viticulture, climate science, and wine marketing, this study offers a deeper understanding of varietal identity as a co-constructed and evolving phenomenon. The findings provide theoretical insights into the cultural repositioning of fine wine and practical implications for producers navigating climate adaptation and market redefinition in the global wine economy.
Fengxia Shi is a lecturer at the International College of Xiamen University. She holds a Doctor of Hotel and Tourism Management degree from The Hong Kong Polytechnic University. Her research focuses on wine branding, wine marketing, and wine tourism, and she has published related work in journals such as International Journal of Contemporary Hospitality Management and Tourism Economics. Dr. Shi also serves as a reviewer for International Journal of Contemporary Hospitality Management. With over a decade of experience teaching undergraduate wine tasting courses, she is currently pursuing the WSET Level 4 Diploma in Wines. A dedicated wine professional, she was awarded first place in a blind tasting competition in Fujian Province, China.
Haiyan Song is Mr and Mrs Chan Chak Fu Professor in International Tourism in the School of Hotel and Tourism Management at The Hong Kong Polytechnic University. His background is in economics with a particular focus on tourism demand modeling and forecasting. Professor Song has published widely in such journals as Nature Human Behaviour, Journal of Development Economics, Applied Economics, Tourism Management, Annals of Tourism Research and Journal of Travel Research. As a wine enthusiast, Professor Song started a MSc Programme in International Wine Management at The Hong Kong Polytechnic University 10 years ago. He also teaches Wine Tourism and Wine Branding and Communication subjects on this Programme.