Publications > Cahiers (English)> N° 62, 1st term 2002

VIGNE ET VIN
Assemblage en économie et sociologie viti-vinicoles
Deuxième partie

Presentation by E. Giraud-Héraud and Y. Surry

• Incitation à la qualité dans la relation vignoble-négoce, S. GAUCHER, L.-G. SOLER, H. TANGUY texte au format PDF
  [Quality incentives and supply contracts in the wine chains]
  
• De l'utilité sociale du contrôle public de la qualité minimale des vins, P.-A. JAYET, D. FUENTES-CASTRO
  [About the social opportunity of public regulation on low quality wines]
  
• La production d'identités territoriales à usage commercial dans l'entre-deux-guerres en Bourgogne, G. LAFERTE texte au format PDF
  [The production of territorial identities with commercial usage during the inter-war years in Burgundy]
  
• Wine and tourism : new perspectives for vineyard areas in Emilia-Romagna, S. GATTI, F. INCERTI, M. RAVAGLI

Incitation à la qualité dans la relation vignoble-négoce
[Quality incentives and supply contracts in the wine chains]

Séverine GAUCHER *, Louis-Georges Soler**, Hervé TANGUY*** (* INRA, ESR-LORIA, 65, boulevard de Brandebourg, 94205 Ivry sur Seine cedex et CIRAD Montpellier
** INRA, ESR-LORIA, 65, boulevard de Brandebourg, 94205 Ivry sur Seine cedex. e-mail : soler@ivry.inra.fr *** INRA, ESR-LORIA, 65, boulevard de Brandebourg, 94205 Ivry sur Seine cedex et Laboratoire d'économétrie de l'Ecole Polytechnique, 1, rue Descartes, 75005 Paris. e-mail : tangy@poly.polytechnique.fr)

In : Cahiers d'Economie et Sociologie Rurales, n° 62, 2002, pp 7-40

Summary - In many areas of AOC (“Appellation d’origine contrôlée”) wines, producers and traders try to set up supply contracts in order to increase the quality level of wines. But often, these contracts raise a lot of problems linked to production or demand hazards and opportunistic behaviours. In this paper, we analyze these problems in the case of “Appellations régionales” in Burgundy region. Then, we propose a model based on recent theoretical approaches in the field of incomplete contract theory. In this model, we take into account some speficic features of grape and wine production. We show that it is possible to solve the hold-up problem in this context, (1) if the buyer (the trader) invests before signing the contract and the supplier (the producer) invests after signing the contract, (2) the contract can be re-negociated after the hazard revelation, (3) the buyer has all the bargaining power before signing the contract.

Key-words : supply contracts, wine, hold-up, incomplete contracts, Burgundy.

Pierre-Alain Jayet*, Daniel Fuentes-Castro** (* INRA, UMR en Economie publique, INA-PG, BP 1, 78850 Thiverval-Grignon. e-mail : jayet@ecgn.grignon.inra.fr ** INRA, UMR en Economie publique, INA-PG, BP 1, 78850 Thiverval-Grignon et THEMA, Université de Paris X - Nanterre. e-mail : Daniel.Fuentes-Castro@grignon.inra.fr)

In : Cahiers d'Economie et Sociologie Rurales, n° 62, 2002, pp 41-64

Summary - This paper deals with the endogenous choice of wine quality by two professional organisations controlled or not by a regulating body. For this purpose, we propose a model based on a continuum of consumers (characterised by a taste parameter) and of producers (characterised by a performance parameter). It is assumed that as quality increases, production cost expands while yield per unit of acreage declines. The market prices of the two (given) qualities are the perfectly competitive prices. Assuming perfect competition, the two professional organisations decide simultaneously the quality level in which they engage their producers. When quality is determined according to producers' profits, the equilibrium solution is zero differentiation. Quality differentiation occurs when the highest quality is provided by a public authority. Finally, we show that the socially optimal level of differentiation occurs when the regulating authority selects the level of the lowest quality. This result leads us to provide welfare estimates and guidelines to the French Institut national des appellations d’origine as an efficient public authority regulating wine qualities.

Key-words : wine, quality, market structure, differentiation.

Gilles LAFERTÉ* (* CNRS, UMR 5605, Centre Georges Chevrier, Dijon et laboratoire de sciences sociales, Ecole normale supérieure, 48 bd Jourdan, 75014 Paris. e-mail : GLaferte@aol.com)

In : Cahiers d'Economie et Sociologie Rurales, n° 62, 2002, pp 65-95

Summary - The development of tourism leads to changes in the models and representations of territorial identities. In the XIXth century, political leaders and members of learned societies developed a set of practices to produce cultural and political territories and identities such as the development of regional and local languages, folklore, heroes, and ethnographic museums. Using the regionalist creed at the beginning of the XXth century, national tourist associations drew upon these models of identity but transformed them by placing the emphasis on their more spectacular and entertaining dimensions. In addition, these models of territorial identity donned a more commercial character (gastronomy as a territorial marker, carnivals, folksongs, literary prizes…) as the link was established between the development of a cultural specificity attributed to a region and economic development. Regionalism in Burgundy adopted these regionalist and gastronomic dimensions linked to tourism as shown by the gastronomic fair of Dijon in 1921 which was in all intents and purposes a shop window for regional products designed to promote the region. While the town of Beaune, through its political and intellectual representatives, used the model of territorial identity inherited from the XIXth century to create a regional folklore centered on wine for a wide but essentially local audience, the town of Meursault innovated with its “Paulée” in 1924, which was less a celebration of regional identity for local consumption than a gathering of regional and national elites seeking to project the regional identity to a wider audience. This “Paulée” was conceived as a means to defend wine producers supporting the Law on labels of origin implemented in 1919 against the wine merchants. A decade later, in the context of economic recession, the largest wine producers, allied this time with the merchants of Nuits-Saint-Georges, founded the “Confrérie des Chevaliers du Tastevin” as an instrument for the commercial promotion of quality vintage wines. This collective action, relayed by the national and international press, sought to conquer new markets with the end of Prohibition in the United States and accompanied the development of French marketing based on luxury goods. The use of regional identity and flolkore as an instrument for marketing wire ran parallel to the institutionalization of French ethnography, which discounted these forms of commercialized folklore. After World War II, the political forms of folklore instrumentalized by the Vichy regime lost all semblance of legitimacy, while the commercialized form of folklore continued to flourish and develop but was largely ignored by professional ethnographers.

Key-words : tradition, wine, Burgundy, gastronomy,marketing, folklore.

Wine and tourism : new perspectives for vineyard areas in Emilia-Romagna

Silvia GATTI*, Fabrizio INCERTI*, Mirko RAVAGLI* (* Department of Statistics, University of Bologna, Via Belle Arti, 41, 40126 Bologna, Italy. e-mail : gatti@stat.unibo.it)

In : Cahiers d'Economie et Sociologie Rurales, n° 62, 2002, pp 97-117

Summary - The wine grape growing sector of the Emilia-Romagna region is one of the most relevant at national level, as it produces 12 % of the total Italian production. In relative terms, 15 % of the Italian wine growing farms and 30 % of the land alloted to grape growing are located in the Emilia-Romagna, which is characterised by a high record of 63 % of grape growing in the plain. There is a need to reorganise the entire sector of grape growing for wine production in such areas, by identifying and creating new job opportunities in the farm and finding alternative marketing channels. Contrary to solutions found in the sixties that led to the agricultural exodus, it appears that there is a strong will to start new initiatives for the qualification, promotion and “valorisation” of the land, resulting in diversified regional activities. Wine represents today a privileged communication and attraction tool for tourism in rural areas. The realisation of an integrated project on the wine grape growing and tourism sectors (such as the wine routes) in vineyard areas like those in Emilia-Romagna could bring about an interesting solution aimed at improving the promotion of the wine territories and creating development opportunities. Through a cluster analysis based on the Ward method, the authors tried to identify the different sub-areas in Romagna under DOC and DOCG vines which show homogeneous features that could be involved in the initiatives of wine tourism.

Key-words : wine, tourism,multivariate statistical analysis.