Wine demand in Italy: an analysis of consumer preferences

This study examines consumer preferences about wine attributes. A choice experiment has been carried out on 444 wine buyers in North-Eastern Italy, simulating the choice of a wine for ordinary consumption, at a supermarket. The presence of a DOC or IGT appellation of origin, a known brand and the indication of the grapes variety on the label increase the choice probability and are associated with a positive WTP. The influence of price is smaller than that of the other attributes and its relationship with utility is quadratic. The private label affects consumer choices only slightly, with a negative or positive effect depending on the wine initial price.