Same but Different - Differentiating South Tyrol’s Pinot Noir through Signalling and Screening Mechanisms
Jochen Heussner
Jon Hanf
South Tyrol has emerged as Italy’s leading Pinot Noir region, leveraging its unique Alpine-Mediterranean terroir to differentiate its wines in the competitive global market traditionally dominated by Burgundy. This paper examines how South Tyrolean wine producers strategically utilize signalling and screening mechanisms, grounded in information economics, to enhance market positioning and construct local identities distinct from other renowned Pinot Noir-producing regions. Employing a qualitative approach, the study integrates semi-structured interviews with winemakers, wine traders, and expert reviewers, supplemented by detailed case studies of wineries across key subregions. Findings reveal terroir as the primary signal used by producers, particularly within the renowned Mazzon area, whereas producers from other subregions remain more reliant on brand-driven differentiation due to limited consumer recognition. The recent introduction of the Vineyard Site Classification System (UGA), featuring clearly defined vineyard-specific labelling and regulated yield reductions, presents significant potential for differentiation, although its success is contingent on effective consumer education and clear, consistent communication. The research underscores wine tourism and expert validation as pivotal consumer screening mechanisms, often surpassing geographic branding in influencing purchase decisions. To solidify South Tyrol's competitive advantage, the study recommends strengthened institutional collaboration, coherent storytelling emphasizing terroir uniqueness, and targeted digital engagement strategies. Ultimately, the effective adoption of the UGA classification could substantially elevate South Tyrol’s international standing as a producer of premium, terroir-expressive Pinot Noir.
Jochen Heussner is a multidisciplinary professional with a background in law, finance, digital transformation, and the wine industry. He combines strategic insight with a passion for innovation and culture. He began his career as a lawyer in financial services before moving into digital consultancy, working as a senior advisor for a leading global firm. He later founded and successfully exited an ICT startup. Driven by a deep interest in wine, Jochen pursued a PhD in agricultural economics at JLU Giessen in collaboration with Geisenheim University, focusing on wine, economics and digital innovation. He is a certified Sommelier and holds the WSET Diploma with special merit. For several years, he has also served as a tasting expert for a renowned Italian wine guide. Having lived and worked in Germany, Italy, France, the U.S., and the UK, he brings a global perspective to his work. He regularly speaks at international events - including the OIV World Congress of Vine and Wine and the UNWTO World Forum on Gastronomy Tourism - advising stakeholders on innovation, quality, and sustainability in the wine and hospitality sectors.
Jon H. Hanf holds the Chair of International Marketing Management at Hochschule Geisenheim University. He is currently also director of the field of studies “wine business” and head of all wine business programs (including the English program “Inter-national Wine Business (BSc)”). After studying economics at the University of Hohenheim, Prof. Hanf completed his doctorate at the Justus Liebig University in Giessen, where he also completed his habilitation. His research interests are international marketing, strategic marketing and cooperation in the wine industry. He has published more than 150 articles in scientific journals. In addition to many relevant projects with the German wine industry, Jon Hanf has also carried out numerous international projects with the GIZ, World Bank and FAO.