Syrah Marketing:
Innovations and Future Outlook

Wednesday 14  may 2008

 

9 h 00 - 9 h 30 Openning
Michel Guglielmi, Director of ISARA-Lyon
Yves Cimbaro Forma-Sup, CFA-Ain-Rhône-Loire
Maurice Large, CPVRA (France)

Introduction: History of Syrah

Two Millennia of Recorded Harvests in Syrah Country

Gilbert Garrier Professor Emeritus, University of Lyon II (France).

SESSION 1

Chaired by Michel Chapoutier (Chapoutier Wineries)

1 - Economics of Syrah

Syrah’s Third Millennium?

Jérôme QUIOT, President of Wine University (France)

Syrah’s Place in the Wine Economy

Catherine Pivot, Professor, University of Lyon III (France)

Testimony: A Case of Australian Wines. Sam Tolley, Inter profession of Australian wine growers (Australia).

SESSION 2

Chaired by Ulrich Orth, Professor, Oregon State University (USA) and University of Kiel (Germany)

2 - International Marketing of Syrah

How to Associate the Value of the “Terroir” with the Vine?

Joelle Brouard, Professor, ESC Dijon, (France)

The Development of Syrah in the South of Europe

Antinio Seccia professor, University of Bari, (Italy)

The Development of Syrah in South America, particularly in Chile

Amé de Saint Charles, Oenoprod, (France)

Testimony: Another Australian Case. Bill Hardy, Hardywines, Limited Constellation Group (Australia).

SESSION 3

Chaired by Damien Wilson, Professor, ESA Angers (France)

3 - Roundtable: The International Syrah Market – Current Situation and Future Outlook

Reference Markets for Syrah Worldwide

Hervé Henrotte, Service des vins et spiriteux, UBI France (France)

The Observations from the UK Market

Jean-Philippe Perrouty, Senior Research Manager, Wine Intelligence Ltd (UK)

The Swiss Market of Syrah – Tendencies and Key Factors of Success - Extrapolation to the World of the Wine

Alexandre Truffer, Chief Editor, Roman duVin (Switzerland)

Testimony: The Syrah in the world. Jancis Robinson, BBC Journalist, (UK)

SESSION 4

Chaired by Jerome Villaret, Management and Economics, Inter-Rhone (France)

4 - Roundatable: Syrah/Shiraz: for What Consumer?

Speaking Syrah: Consumer-Wine Interfaces

Ulrich ORTH, Professor, University of Kiel (Germany)

Survey of Syrah’s Notoriety with the French Consumers (conducted jointly by SupAgro Montpelier and ISARA- Lyon)

Francois d’Hauteville, SupAgro Montpelier and Michel Serieys, ISARA- Lyon, (France)

The Epic of the Alliance with the Taste of Syrah between an Australian Winerie and a Rhone Valley.Cellar

Julie Campos, Tain Cellar, (France) and Nathan Waks, Kilikanoon (Australia)

Rhone Rangers Californian organization and the trends regarding Syrah consumption  in US

Cheril Quist Chief executive, Californian Rhone Rangers Association (USA)

17 h - Closing of the symposium

Jerome Quiot, President, Université du Vin (France) and Micher Gugliemi, Director General, ISARA-Lyon (France), Madame Eliane Giraud (Rhône-Alpes Region)

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Practical Information

Map

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Lodging

List of Hotels

Hours

  • Attendees may arrive beginning at 8:15 a.m. for coffee
  • Symposium on 13 and 14 May from 8:45 a.m. to 5:30 p.m.

Language

Each speaker will speak in his/her native tongue. Simultaneous translation will be offered.

Food

  • Coffee breaks will be provided
  • Lunch on site will be included in the attendance fees for the symposium
 

 

Organisation

Organised by Forum Œnologie and ISARA-Lyon, along with main sponsors Inter Rhône and the Revue des Œnologues, ISS will be held in the heart of Lyon's biotech hub. It will make use of the modern facilities at ISARA, an agricultural and food engineering school: videoconferencing, multiplexing and simultaneous translation, in order to present speakers from all over the world.

This conference will also enjoy an international audience, thanks to publication of the proceedings by the journal Revue des Œnologues and on the Web site, www.syrah.symposium.tv