Landscape complexity perception and representation in a wine-growing region with the designation of origin in the Loire Valley (France): a cultural ecosystem service?

Complex, biodiverse landscapes in wine-growing regions can significantly enhance cultural ecosystem services, such as aesthetic appeal and consumer preference for sustainable practices. A study in the 'Coteaux du Layon' designation of geographical origin (DGO) region of the Loire Valley found that visitors highly valued landscape complexity, including soil management practices that support biodiversity, over traditional representations of vineyards or wine bottles. While winegrowers and tourism professionals primarily focused on promoting wine through conventional imagery, consumer preferences indicated a growing demand for sustainable, ecologically rich landscapes. This suggests that integrating agroecological measures—such as vegetation cover in soil management—into landscape planning could boost the attractiveness and sustainability of DGO regions while aligning with market trends.

Hervé, M. E. T., Boudes, P., Cieslik, C., Montembault, D., Jung, V., Burel, F., Cluzeau, D., Winter, S., & Nicolai, A. (2018). Landscape complexity perception and representation in a wine-growing region with the designation of origin in the Loire Valley (France): a cultural ecosystem service? Renewable Agriculture and Food Systems, 35(1), 77–89. https://doi.org/10.1017/s1742170518000273