Is terroir primarily a marketing ploy that obscures understanding of which environments really produce the best wine? Is reducing yield an imperative for high quality grapes and wine? What does it mean to have vines that are balanced or grapes that are physiologically mature? This title explores the myths of winegrowing.

“Mark Matthews’ quest to uncover the truth about our cherished beliefs about wine is provoking, stimulating, and full of fresh insights—read it and rethink your terroir!”—Markus Keller, author of The Science of Grapevines

“Matthews’ book flays, or in some instances eviscerates, common tenets of today’s viticulture and enology. This book should be required reading for all students of vine and wine, whether researcher, producer, or pundit.”—Sara E. Spayd, Professor/Extension Viticulturist at North Carolina State University

Wine is a traditional product with traditional explanations. Oft-romanticized, Old World notions of how to create fine wine have been passed down through generations and continue to dominate popular discussions of wine quality. However, many of these beliefs predate science and remain isolated from advances in the understanding of how crops grow and fruit ripens. Allegiance to them has frequently impeded open-minded investigation into how grapevines interact with the environment, thus limiting innovation in winegrowing. In Terroir and Other Myths of Winegrowing, Mark A. Matthews applies a scientist's skepticism and scrutiny to examine widely held beliefs about viticulture. Is terroir primarily a marketing ploy that obscures understanding of which environments really produce the best wine? Is reducing yield an imperative for high quality grapes and wine? What does it mean to have vines that are balanced or grapes that are physiologically mature? Matthews explores and dissects these and other questions to debunk the myths of winegrowing that may be holding us back from achieving a higher wine quality.