Ah, terroir. The French concept that defines the influence of the environment on the taste of a wine. To some, it’s a philosophical idea, a way to connect with the earth and understand our place in the world. To others, it’s a form of nationalism, elevating the land above all else.
But what is terroir really? As a perfume fanatic, and a wine lifer, I cannot help but draw parallels between the world of wine and that of perfume.
Just as terroir influences wine, the environment and raw materials impact the scent of a perfume. And just as natural wine allows nature to express itself, natural perfumery strives to create a fragrance that truly reflects its origins.
In the wine world, terroir is often seen as a way to connect with the people and land involved in winemaking.
Natural winemakers list the names of those who picked the grapes on the label, emphasizing the human element of the process. Similarly, in perfumery, natural materials from specific regions can be used to create a fragrance that reflects the people and land of that area.
The intersection of terroir and patriotism in wine is fascinating.
The Pays d’Oc producers’ reaction to cheap Spanish wine imports highlights how patriotism can impact the wine industry.
But patriotism in perfume? It’s there too. The use of local raw materials in perfumery, such as jasmine from Grasse or sandalwood from Mysore, is a way to celebrate and honor the culture and history of that region.
So, is terroir a philosophy or nationalism?
To me, it’s both. It’s a way to connect with the earth, the people involved in the process, and the culture and history of a region.
It’s an idyllic approach that requires careful observation and listening to the environment, allowing nature to express itself.
And whether it’s in wine or perfume, terroir can be a powerful way to connect with the world, the environment, around us.
The image is my photo from a lunch at Clamato in Paris that I found on my Media drive. Lots of chats, perfume, love, wine and more wine. Chantilly cream, chocolate tart and minty vermouth.