Terroir is a myth!

We call other people's religions "myths." And now the concept of terroir (i.e., the identity of a spot's climate and soil is expressed through grapes grown there) is a myth.

A University of California-Davis professor exposes myths in winemaking, beginning with the biggest one. An article about his book is here.

Wineries use all sorts of mispresentations and outright falsehoods, to market their wines. This is one more. There is no molecule in the soil that can be found in a ripe grape. The soil might nurture a healthier plant (or not), but the soil isn't expressed in the fruit. A sunnier spot, however, might lead to riper grapes, and to that extent a location does make a difference in the finished fruit.