Italy from 1939

Over the seven decades considered in the chapter, the Italian wine industry has changed dramatically, from a dispersed production system mainly oriented to self- consumption of supply and the local market with low- value wines, to a modern industry able to satisfy an increasingly demanding domestic supply and very competitive international markets with a wide range of wines. The current situation is the result of a long process driven by many factors, acting inside and outside the sector, and mainly national and EU policies and changing domestic and international demand. The evolution of the sector happened in four different phases, marked by different drivers and characteristics. Each period is described focusing on grape growing, wine making, domestic consumption, exports and policies affecting the industry

Do Consumers Want More Nutritional and Health Information on Wine Labels? Insights from the EU and USA

The global strategy to reduce the harmful use of alcohol launched in 2010 by the World Health Organization includes, amongst several areas of recommended actions, providing consumer information about, and labelling, alcoholic beverages to indicate alcohol-related harm. Labelling requirements worldwide for alcoholic drinks are currently quite diverse and somewhat limited compared to labelling on food products and on tobacco. In this context, the current paper contributes to the academic and political debate on the inclusion of nutritional and health information on wine labelling, providing some insights into consumer interest in, and preferences for, such information in four core wine-producing and -consuming countries: Italy, France, Spain, and the United States of America. A rating-based conjoint analysis was performed in order to ascertain consumer preferences for different formats of additional information on wine labels, and a segmentation of the sample was performed to determine the existence of homogeneous groups of consumers in relation to the degrees of usefulness attached to the nutritional and health information on wine labels. Our results highlight the interest expressed by European and United States consumers for introducing nutrition and health information on wine labels. However, the results of conjoint analysis show some signi\ufb01cant differences among stated preferences of the information delivery modes in different countries. In addition, segmentation analysis reveal the existence of signi\ufb01cant differences between consumer groups with respect to their interest in receiving additional information on wine labels. These differences are not only linked to the geographic origin of the consumers, or to socio-demographic variables, but are also related to wine consumption habits, attitudes towards nutritional information, and the degree of involvement with wine. This heterogeneity of consumer preferences indicates a need for a careful consideration of wine labelling regulations and merits further investigation in order to identify labelling guidelines in terms of the message content and presentation method to be used

One size does (obviously not) fit all: Using product attributes for wine market segmentation

The intense competition affecting the wine industry in recent decades has forced wineries and retailers to reshape their marketing strategies on the basis of consumer preferences. The current study aims to identify such preferences and the effects they might have in influencing consumer decisions. Preferences for different wine attributes as well as the psychographic traits of respondents were revealed through a web-based questionnaire administered to 504 wine consumers living in the wider metropolitan area of New York. Best-worst scaling (BWS) was used to detect consumer preferences for eleven wine attributes. Based on individual best-worst scores, a latent class segmentation analysis was implemented to classify consumers into four segments on the basis of psychographic characteristics such as involvement, subjective knowledge, innovativeness and loyalty proneness. The four segments identified (i.e. experientials, connoisseurs, risk minimizers and price-sensitive) differ significantly in terms of their preferences towards wine and psychographic characteristics, suggesting that a mass marketing approach is no longer suitable. Accordingly, managers need to adapt their marketing strategies to meet the preferences of different target groups. The results provide broad implications for marketers, wineries and retailers interested in successfully targeting consumers in a highly competitive market

The Italian olive oil industry in the global competitive scenario

The current paper analyzes the reasons behind the diffi culties of the Italian olive oil industry to compete in the world markets. Th e analysis highlights that these complexities can be related with two core factors: stagnant demand in the main producer/consumer countries and strong competition arising from the Spanish olive oil industry increasingly involved also in processing and trade. In addition, these weakness factors are boosted by the market power exerted by large retail chains that are now the main channel in which olive oil is retailed in the domestic market

EU wine policy in the framework of the CAP: post-2020 challenges

Abstract The EU Common Agricultural Policy (CAP), and with it the EU wine policy, is experiencing a reform process, started in 2018, in order to address ambitious environmental and social objectives, in conjunction with the goal of a competitive agricultural sector. Given the role of the EU in wine supply, the aim of this paper is to present the design, the rationale and the potential effect of the proposed reform with specific reference to wine sector. To better understand the forthcoming process, it is firstly presented how CAP and its wine policy evolved in terms of objectives and tools over time. The EU wine policy is a paradigmatic example of a combination between the horizontal measures, valid for all agricultural sectors, and vertical measures, peculiarly encompassing the whole wine supply chain. The reform proposal confirms, with some interesting modifications, the set of tools already operating in the sector; however, it calls for a planning of the implementation of the available tools for all products in a unitary frame represented by a national CAP Strategic Plan, applying a lean administrative procedure. In the hypothesis that the COVID-19 outbreak will not cause a radical change in the global agri-food system, the proposed planning process should stimulate shared strategies. These are intended to effectively coordinate, according to the principle of complementarity, the implementation of available policy tools, in order to obtain a better use of resources and a more balanced achievement of all policy objectives

corrigendum to will sustainability shape the future wine market

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Will sustainability shape the future wine market?

Technical improvements in the sustainability of wine making will likely proceed thorough a progressive refinement of processing strategies without substantial discontinuities. The new varieties obtained through interspecific crossings represent a new technological paradigm with remarkable effects on cropping conditions. Indeed, vineyards planted with these new varieties require few treatments and result in a dramatic reduction in the pesticide use, production costs and carbon footprint. Wine consumption scholars should closely examine how the media will communicate these varieties to the general public, as we anticipate that this will influence consumers' perception of risk and, in turn, directly affect the market. Keywords: New varieties, Consumer preferences, Denomination of origi

Drinking wine at home: Hedonic analysis of sicilian wines using quantile regression

Abstract: In recent decades, the Sicilian wine industry has experienced a booming expansion because of the growing preferences of Italian consumers for Sicilian wines, especially in extra-regional markets. These consumers have been paying closer attention to Sicilian premium wines. For this reason, the objective of this study is to inform professional investors and wine managers about the consumer preferences with respect to the most important segment categories of domestically consumed Sicilian wines. Using the quantile regression technique, we analyzed the role of wine attributes and prices as an information tool in order to value for each wine segment the implicit price of the attributes affecting wine consumers\u2019 choices. The results indicate that Protected Designation of Origin (PDO) and Geographical Indication (PGI) certification is the main determinant in the wine price mechanisms and certified wines achieve premium prices that are progressively higher as the price level of the wine increases. Furthermore the effect of the brand on price formation seems to have a significant impact for low-end wines, whereas it has no specific impact on the price mechanism for high-end wines. Keywords: Consumer Scan Dataset, Geographic Origin, Hedonic Price, Robust Regression, Wine Consumptio

Environmental Friendly Wines: A Consumer Segmentation Study☆

Abstract Our study examines wine consumers stated interest toward eco-friendly wines. A convenience sample of 301 Italian wine drinkers (i.e. over 18 years old and consumers of wine at least once a month) were interviewed by computer aided telephonic interviews (CATI), by a professional agency. Questions investigated respondents shopping patterns, attitude toward environment and general socio-demographic characteristics. Cluster analysis findings reveal that the majority of consumers are poorly interested in environmental-friendly wines (68%). However, the other segment - which includes higher spenders and wine experts - seems a promising target for wineries oriented towards sustainability

The growing (good) bubbles: insights into US consumers of sparkling wine

Purpose The purpose of this paper is to investigate sparkling wine consumption behavior and preferences of a large sample of US consumers (n=1,096) exploring the differences among genders and generational cohorts. Design/methodology/approach The sample has been drawn from Wine opinions, a specialized market research company with a large online panel of US wine consumers. Data were collected through a survey mailing model, administering a structured questionnaire. Findings Findings reveal that consumption frequency between genders is not statistically different and women generally prefer sparkling wines priced below $15. Baby Boomers is the generation with the lowest sparkling wine consumption frequency. Furthermore, Generation X and Baby Boomers have the highest consumption frequency in the price range$15\u2013$19.99, while Millennials in the$10\u2013$14.99 one. Originality/value The study sheds light on the changing consumer attitudes to create competitive advantages for wineries. Specifically, it provides valuable marketing insights into the peculiarities of sparkling wine consumption for each generation (e.g. price-point preferences and type of wine)