SETTING UP A “SUSTAINABLE WINE DEVELOPMENT” FILE FOR THE VITICULTURE INDUSTRY

150 participants at the 1^st Viticulture symposium in Brome-Missisquoi

 The Brome-Missisquoi CLD and its partners are very satisfied by the results of the 1st edition of the Viticulture symposium. The participation of over 150 people and the setting up of a “sustainable wine development” file for the viticulture industry demonstrates the effervescence of this sector of activity.

The first lecturer presented reflections about the identity of the wine-makers of Quebec that set the tone for the activity. Christian Vergier, international expert, specializes in setting up vineyards worldwide. Mr. Vergier also teaches at the University of Cognac, owns a vineyard in Burgundy and, since recently, one in Quebec…

The numerous people who had the chance to attend his presentation were very attentive to every word the specialist pronounced. Mr. Vergier, who favours the practical approach, did not hesitate to emphasize the importance of putting a great deal of effort into a vineyard so as to maximize the quality of its wine.

He admitted that some “artisan” wine-making installations in Quebec are over-equipped. Several European vineyards don’t own half as much equipment because equipment does not guarantee an increase in quality. “It is possible to launch a modest vineyard and produce excellent wine”, stresses Mr. Vergier. And he added “American-style cellars, full of stainless steel, with big pneumatic wine presses contribute to discouraging a new generation of entrepreneurs”. The speaker mentions the existence of a real network of constraints when young newcomers show an interest for this industry.

Professional and sustainable identity
Christian Vergier has witnessed the development of a South Africa identity, which took place for over half a century, and he has noted that the Quebec wine-makers are no different. Evolution in the type of wines, study of land characteristics, choice of best sites and improvement of plantation methods as well as the elaboration of speciality products such as rosé and ice wines will help to establish quality references for the industry.

Quebec has good wine producers, with promising types of grapes such as Frontenac and Vidal, a climate they take advantage of and an exceptional phytosanitary warning system.

The limits of agrotourism
Mr. Vergier questions the agrotourism aspect of marketing. This option requires additional thought, important investments and a strategic positioning. For the moment, this type of marketing seems the only really feasible choice for Quebec wine-makers. However, in search of quality and positioning, it would be preferable to target some high quality products for the advancement of the industry and of its image.

The Brome-Missisquoi CLD spokesperson and one of the organizers of the event is rural development advisor Pierre Genesse, he says he understands the situation: ” […] the legal context would need certain adjustments. For example, the wine producers cannot join together to purchase equipment or to take advantage of a mobile bottling machine that offers on site service as is it possible in France or California. The purchase of a rotary capping system costs several thousands of dollars, as does the planting of a vineyard and the marketing of a product. Savings could be made in this sector and redirected them towards investments in viticulture such as the valorization of wine-maker trade for instance.

High class image
Another strong point of the event took place during the presentation of François Coderre, Ph.D and professor at the Bombardier chair at the Sherbrooke University. Mr. Coderre also favours differentiation and advocates quality ratings for the development of Quebec wines. According to the consumer, quality ratings are the geographic origin (Quebec or Eastern Townships), the type of wine and finally the brand (name of vineyard or vintage). Such indicators allow the products to earn a favourable place in the customer’s imagination.

Establishing a tradition
The 2010 edition is already being planned. The partners are carefully analyzing the comments of participants and their satisfaction rating as expressed following this edition. The first two-day edition was sufficient to confer the status of a “not-to-be-missed annual rendez-vous” to this training and information event for those involved or interested in viticulture.