What factors contribute to the societal importance of wine in southern , and how is Merlot and the of Southern Ticino: A Mosaic Ticinese culture embodied in the wine produced in the region Tanley Brown, Tim Duffy, Sarah McKay, Grace Parker, and Drew Tabor: Virginia Tech ?

http://onlyhdwallpapers.com/wallpaper/flags_swiss_flag_switzerland_suisse_schweiz_svizzera_svizra_desktop_3307x2195_hd‐wallpaper‐616977.jpg BACKGROUND RESULTS CONCLUSIONS ter•roir: the special quality of an agricultural product determined by the character of the place from which it We feel that our project has left us with a greater appreciation of wine, a far more complete understanding of comes PRIDE Ticino, and the way in which these seemingly disparate ideas are intimately connected BRIVIO “Taste these three wines. What do you think?... We’ll taste • Interest in and Swiss culture served as again tomorrow, you’re not in good shape. All three are the same wine.” • Place-based identity reveals local culture about tradition and goods foundation PERLER ”If you go home and you take this wine with you, you will • United States could benefit from values of pride, quality, and • We performed a study of terroir, place-based identity, and see it is no more the same as it was here in Ticino. You take this wine the importance of Merlot wine in the canton of Ticino home, it is completely different. It’s like mineral water.” tradition • We conducted preliminary research concerning the Merlot • Nature of terroir threatened by globalization ; wine in ; wine in Ticino; White Merlot; and STORNI‐MICHEL “It’s tradition really because they used to • Further research chemicals, additives, and technological influences produce Merlot at home and there is an emotional connection. I think • reactiveness of consumer-product relationship to there is also a little bit of proudness today.” factors of globalization • Impact of place-based identity on morality and value QUALITY METHODS systems BRIVIO While quality is the priority of all Ticino produces, a A cave in Monte Generoso where wine is stored Three producers provided us with on-site interviews person’s opinion of wine depends on the person’s attitude and preference. PERLER The difference between the quality of his product and that of any other producer is the “personal feeling” between his wine and his customers, to whom he markets through wine tastings and personal GUIDO BRIVIO interactions. REFERENCES Partner, Gialdi‐Brivio Established 2001 STORNI‐MICHEL Due to tradition of wine in Ticino and lack of www.ticinoweekend.ch regulation for tiny producers, the vast majority of “backyard” wine varies Boyer, John D. Drink This Now! Hoboken, NJ: John in quality. Wiley & Sons, 2010. Print. Brivio, Guido. Personal interview. 28 Feb. 2013. Gade, Daniel W. "Tradition, Territory, and Terroir in TRADITION French Viniculture: Cassis, France, and MEINRAD PERLER Appellation Controlee." Annals of the Association of BRIVIO His wines are aged in cellars created in the collapse of American Geographers 94.4 (2004): Owner, Agrilora Monte Generoso, and he manages a new business endeavor with four 848-67. Web. Established 1981 Kladstrup, Don, and Pete Kladstrup. Wine and War: The www.letemps.ch generations of experience. French, the Nazis, and the Battle for France’s Greatest Treasure. New York: Random PERLER He maintains a commitment to traditional means and http://www.ticino.ch/pictures/infoturistica/46896_6.jpg House Inc, 2001. Print. methods for making wine by avoiding additives and the draw to new age Osborne, Lawrence. The Accidential Connoisseur. New marketing techniques. Wine is a tourist draw in Ticino; this is one of five wine roads York: North Point Press, 2004. Print SILVIA STORNI‐MICHEL in Ticino where consumers can tour and taste wines Perler, Meinrad. Personal interview. 14 Feb. 2013. Sales Manager, Terreni alla Maggia SA STORNI‐MICHEL She works to stay faithful to the foundations of Storni-Michel, Silvia. Personal interview. 4 April 2013. Established 1970 Merlot in Ticino while improving quality and expanding markets. https://www.facebook.com/SilviaStorni

Photos taken by Tanley Brown during our visit to Gialdi‐Brivio.