Perceptions of the Identity of Pinot Noir Made in Brazil
Yasmine El Alami-Pinzon
Dinorá Floriani
Mariana Bassi-Suter
Beatrice Maria Zanellato Fonseca Mayer
This project aims at understanding consumers’ perceptions of Brazilian wines, in particular Pinot Noir, and to identify patterns of its identity that enable its internationalization.
Pinot Noir was introduced to Brazil around 1954, predominantly in the South of the country in Rio Grande do Sul and Santa Catarina, and the first wines were commercialized around 1970, mainly blends in sparkling wines, and a few varietal red wine. This terroir is characterized by an overall sunny weather, a great amplitude of temperature between cold winters and warm summers in which temperatures vary between the day and the cooler nights. Within Rio Grande do Sul there are different sub-regions where Pinot Noir grows, where clay soils enable an effective draining of the vines. The combination of altitude, humidity, sun and clay soils result in delicate Pinot noir, with complex aromas of red fruits and black pepper, and a palate that is characterized by a good structure and vivacity.
For this project, a blind wine tasting was organized in France in which participants described their tasting perceptions of Brazilian Pinot Noir. Most of the participants reported aromas of red fruits and oak, and described a palate with medium acidity, and spice, in particular black pepper and cinnamon. The structure and fruity notes of Pinot Noir grown in Brazil, has led many participants to suggest Merlot or Syrah in their attempt to guess the variety.
The perceptions collected during the blind tasting, highlight the potential of Pinot Noir to adapt to the different regions where it is cultivated and to express its terroir. Brazilian winemakers can leverage Pinot Noir to build their identity, as it reveals the richness of their soils and their diverse climates.
Yasmine El Alami is assistant professor in marketing in Toulouse Business School (TBS Education), France. Her research anchors in consumer culture theories and explores consumers’ bodily experiences ranging from sports to tasting and cooking activities. She is a wine enthusiast and has some experience in sales at a wine shop in France. She is member of a wine club and attends to its monthly tastings.
Dinorá Floriani is Professor of International Business at University of Vale do Itajaí UNIVALI (Brazil) and co-author of the Palgrave Handbook of Corporate Sustainability in the Digital Era (2021). She serves on the Board of Directors of both the Academy of International Business - Latin America and the Caribbean Chapter (AIB-LAC) and the European International Business Academy (EIBA). Her research interests include multinationals in emerging economies, regional and multinational clusters in emerging markets, and the role of time in the internationalization process.
Mariana Bassi-Suter is an Associate Professor of Marketing and International Business at Toulouse Business School (TBS education), France. She is also a visiting scholar at Rikkyo University (Japan) and Univali (Brazil). She holds a Ph.D. and an MRes in Business Studies from the University of Sao Paulo (USP – Brazil) and is a fellow of the Higher Education Academy (HEA - UK). Mariana serves on the Board of Directors of the Academy of International Business- Latin America and the Caribbean Chapter (AIB-LAC). Her research interest lies in marketing and strategy in the International Business context including country-of-origin image, international marketing, branding and marketing ethics.
Beatrice Maria Zanellato Fonseca Mayer is currently a postdoctoral researcher at Toulouse, working on a project in collaboration with Univali and TBS, sponsored by CAPES/COFECUB. Previously, she was a postdoctoral researcher at the Università degli Studi di Cagliari, Italy, following her time as a visiting student at the University of Pavia, Italy, and the defense of her PhD thesis about the temporality of the internationalization process at the UNIVALI. Her research interests include the role of time in the internationalization process of firms, and the role of entrepreneurial and innovation ecosystems in supporting firm internationalization.