Naturalness in question?
Institut des Sciences de la Vigne et du Vin, amphithéâtre
In a society sensitive to environmental issues, 'naturalness' is in vogue: it's a sales argument used increasingly in many consumer sectors... but does it actually meet a real consumer demand, or is naturalness more a reflection of a media construct?
Also, if we consider that what is 'natural' is not transformed by man, it can become complex to apply this term to wine. So what can such a neologism mean in this field? When and how can we say that a wine is 'natural'?
The aim of Wine and Consumers Seminar #7 is to explore the notion of naturalness in the wine sector, both in terms of production and consumer communication.
