Exploring the role of toponymy in wine naming strategy. A Greek case study

The choice of wine label raises questions whether it intends to communicate historical concepts, identity or quality. There are elements that can influence the buying operation, either in terms of purchase decision or based on the perception of quality - price. The label reflects the winemaker’s perceptions, while the name remains the most important factor in relation to the image of a wine. A vineyard name attributes in the storytelling of a wine's origin. Labels tell the story of the specific vineyard from which the wine originated. The application of toponymy as name in wine label is of significant importance, because it conveys the element of terroir. This paper aims at decipher the toponymy of Greek wine labels, providing valuable insights about description of the name, the cause of selection and the language.