The Modern Myth of Terroir

Terroir is an often debated and almost magical concept in wine. But with advances in wine tech, it's becoming even more misunderstood.

7/20/20233 min read

Old world winery
Old world winery

Browsing through Reddit, you'll often come across assertions by professional sommeliers that the ultimate mark of a wine's quality lies in its ability to convey a "sense of place." This romanticized notion posits that a wine, at its best, should be a bottled testament to its origin, reflecting the unique interplay of soil, climate, and traditions of its vineyards, winery, and region. While such a definition is poetic and appealing to the consumer's imagination, I approach it with a healthy dose of skepticism. Does a place on a map really have an essence as it pertains to wine, or is this primarily marketing for DOCs, DOPs, and AVAs? If wine regions do in fact have a place capable of being conveyed through a bottle, is this replicable in other parts of the world?

Terroir, a term passionately debated by winemakers and connoisseurs alike, most often suggests that wine is an embodiment of the soil and climate in which its grapes were grown, as well as local traditions that have influenced winemaking. The term romanticizes the idea that wine is “of a place.” This modern understanding of terroir is far too simplistic, often reducing it to a mere set of geographical and geological factors. In truth, terroir's complexity extends far beyond this understanding. With advances in precision viticulture and winemaking, there's mounting evidence that we can replicate what's traditionally ascribed to terroir. The rise of the modern winemaking practices, such as the use of lab-grown yeast strains and depth filtering, suggests that the end product is now more about the winemaker’s intention and style rather than being purely place or soil-driven.

Precision viticulture uses technology and data to optimize every aspect of vineyard management. Through sensors, drones, data analytics, and even satellite imagery farmers can ensure each vine receives the precise amount of water, nutrients, and sunlight it needs. This granular level of control means that even if two vineyards are miles apart, with ostensibly distinct “terroirs,” their grape output could be made remarkably similar with the right technological interventions. So, if technology can recreate growing conditions, to what extent is the traditional notion of terroir still relevant?

Then we get to the wine's fermentation process, where yeast plays the pivotal role. It's the primary agent that converts grape sugars into alcohol, meanwhile contributing aldehydes, organic acids, esters, and sulfides (yes, even sulfides are naturally occurring). Traditionalists argue that wild yeast, which naturally occurs in both vineyards and winery buildings, embodies terroir as it imparts a unique flavor profile to the wine. The reality is more complicated. Many wineries, especially those producing wine on a larger scale, rely on commercial yeast strains. These strains, developed in laboratories, offer predictability. They ensure that fermentation is consistent, avoiding the potential pitfalls and inconsistencies of wild yeasts.

There's an argument to be made that these lab-grown strains, by virtue of their consistency, overshadow the nuances that would have otherwise been imparted by wild yeast. In these cases, isn't a large portion of the wine's flavor profile more a result of a lab's precision than the whims of nature? If so, it casts doubt on the purist's notion that quality wine is primarily "of a place."

The process of depth filtering only further challenges the traditional concept of terroir. By removing microscopic particles, this method ensures clarity and stability in wines, making them visually appealing in a bottle, and therefore more marketable. But, in doing so, it also strips away certain compounds, subtly altering the wine's profile, and potentially its future aging process. This practice, along with yeast selection, leans more towards a winemaker's personal preference than the inherent qualities of the grape or its origin.

Now some might argue (looking at you, natural wine drinkers) that all these interventions - precision viticulture, commercial yeast strains, and depth filtering - detract from a wine's authenticity. But it is essential to remember that winemaking, at its heart, is, and always has been, a practice that embraces innovation. The act of producing wine has for millennia been a blend of respecting tradition and embracing modern science. And as technology advances, the line between these two will only blur further.

Today, as terroir remains a romantic and evocative concept, it's crucial to understand its limits. The concept is not merely about soil and place but a multitude of factors, many of which are within the control of the winemaker. As the wine industry becomes more technologically advanced, it's evident that the taste, texture, and aroma of wine owe as much to human intention and innovation as they do to the idiosyncrasies of a particular country, region, or plot of land. Rather than diminish the value of wine, this understanding should enhance our appreciation for the incredible skill and expertise behind every bottle.