Wine Economics and Policy最新文献

Categorization is essential to everyday cognition, aiding in the organization and comprehension of information and salient stimuli. In many cases, we partake in the process of “lumping” and “splitting,” where similar items are lumped together, while dissimilar items are split apart in an exaggerated manner. To test whether or not lumping and splitting plays a role in how expert ratings affect prices, we examined pinot noir wines from the Willamette Valley AVA with the Wine Spectator's ratings (1984–2008). Regression analyses revealed a sharp distinction in the relationship between price and bottle quality between wines rated below 90, and wines with 90 + ratings. Wines with ratings below 90 were lumped together in to a “single mental cluster.” Wines with 90 + ratings were similarly lumped together. Not only is getting into a higher mental cluster statistically and economically significant, but there is also a “mental quantum leap” from a rating of 89–90. Moreover, the impact of expert scores on prices was magnified by an additional premium, attributable to two status indicators—sub-AVA and single vineyard—in higher clusters.

Wine is a product, in which heterogeneous facets are marketed abundantly. Quality selections like origin, ratings, sustainable productions are (increasingly) important to the sector. Little is known about how and when the common quality scale interferes with other quality attributes and how lifestyle factors determine changing preferences. Hence, the study investigates which attributes are preferred by consumers and how they attach to lifestyle and consumption habits. The consumer survey (N = 962) itself used a direct (questionnaire) and an indirect rating technique (choice experiment) to elicit preferences for selective attributes for wine and the attachment to a wine-related lifestyle. Most important factors in the wine-related lifestyle approach were used to describe different consumer segments derived from latent class analysis based on choice preference. Latent class unveiled five different consumer segments. With regard to the importance of other extrinsic attributes (e.g. organic production) growing societal demand for ethical consumption, ‘organic’, ‘medals and awards’ seem not to (yet) be of high relevance for the product wine. The geographical site of production is a quality attribution of high importance to consumers. Nonetheless the largest consumer segment found, was considered to specifically look for further information. It seems of relevance to understand information-seekers behavior better and the nature of information, they would like to get.

Small and medium enterprises (SMEs) can play an important role in the diffusion of wine innovation. Employing a market dynamics approach where the interaction of producers (supply) and buyers (demand) are seen to influence innovation creation, a conceptual framework is applied to the global wine industry to identify commercialization strategies for SMEs. The framework identifies four commercialization environments or clusters; Innovation Nirvana, Innovation Push, Innovation Pull and Innovation Wasteland as determined by the principle market dimensions of wine supply (innovation-push) and wine demand (market-pull). A k-means cluster analysis is undertaken on twenty-two wine-producing member countries of the OECD to determine which jurisdictions occupy each of the four clusters. The study results is a diverse distribution of old world and new world wine producing countries across all of the identified commercialization environments. Conclusions about national commercialization environments and related strategies for wine industry entrepreneurs are presented. These findings have implications for wine industry SMEs, investors and agri-policy makers.

This paper aims to analyse Generation Y consumers' preferences for, interest in and attitudes towards different formats of health warnings on wine labels in two countries with different legal approaches: France and Italy. A Discrete Choice Experiment was realized on a sample of 500 wine consumers. Three warning options were applied: the long-term effect of drinking (brain damage); a short-term effect (car crash) and no warning option. Four attributes composed the choice set: alcohol content; framing of warning statement; warning size and position. Findings reveal that both the general degree of attention to the label and the level of visibility of the warnings are low, as are their effectiveness in changing consumption. Generation Y tend to prefer the "no logo option", short-term effects warnings and a small logo posted on the back label with neutrally framed messages. Results also show some significant differences among preferences in France and Italy, providing inputs to the ongoing debate in the EU on mandatory labelling. Although findings are subject to limitations related to the use of self-reported questionnaire and prone to social-desirability bias, practical implications are clear for private companies interested in implementing marketing strategies focused on enhancing the efficacy and readability of labels.

The paper introduces a modified version of the demographic balance equation commonly used in human demography in the study of populations of permanent crops. The proposed methodology is then applied to analyzing the evolution of the Italian vineyard.

In short, the study measures different factors that have had an impact on the extension of the Italian vineyard and on its age structure such as the reduced investments in new plantations; the massive early explant and also the extended life of the vineyards since they are kept in production well beyond the conventional limit of their economic life. Results show that the reduction of the area cultivated with grapes in Italy is due to different reasons, some of which relate to the past while others mirror more recent behaviors of vine growers.

The methodology also allows the prediction of tendencies in the future. Three scenarios are built, based on different hypothesis about new investments and explantation rates that account for the wine EU CMO 2013–2030. Projections show, that in the next decades, both the extension of cultivated area and plant age will be deeply influenced by choices that had been made even decades before. Comparing the results obtained under the different hypothesis, helps to assess the range of possible impacts of the new policy framework.

In an increasingly global and competitive market, the analysis proposed provides original insights on some future waves in the wine industry both to policy makers and stakeholders. This awareness is especially needed in order to put in place strategies aimed at avoiding supply-demand mismatches in a sector where supply moves slowly while demand trends are fast and almost unpredictable.

Purpose

The purpose of this study is to examine how wine consumers react to ingredient and nutrition labelling. It examines how important this information is to consumers, how it affects their attitudes to wine as a natural product and whether it influences consumer demand for wine.

Methodology

A qualitative approach with focus group discussions and an observation of back label usage was utilised to assess consumers’ reactions to this new information. Bias from artificial attention to back label information was thereby reduced compared to that found in direct quantitative research. Three focus groups, consisting of twenty-one wine-involved participants, were run in three different cities in Germany in September 2017.

Findings

Only one-third of consumers who looked at the back label detected new-to-them nutrition or ingredient information. Most consumers overestimated the caloric value of wine, and nutritional information was largely not perceived as useful. Consumers’ first reaction was to be insecure and confused about ingredient information. Ingredient lists negatively affected the degree to which consumers perceived wine as a natural product. Even though some consumers preferred wines with shorter ingredient lists, most would not exclude a wine when shopping because of labelling that gave nutritional values and ingredients.

Practical implications

Nutrition labelling will likely not affect consumers’ wine choices, except when it competes for space with more meaningful back label information such as food pairings and sensory descriptions. There is a niche for wine producers to offer wine with short or no ingredient lists to concerned, high-involved wine consumers. Average or low-involved wine consumers are expected to be less concerned. The industry should inform consumers about typical production procedures before ingredient lists are introduced.

Limitations

Although the observational qualitative study has high external validity, its results cannot be generalised due to the small non-representative sample involved. Thus, further validation is required.

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.

The general decline in per capita consumption of wine worldwide over recent decades reveals the need to apply effective marketing strategies to capture segments of the population, such as young people or women, who tend to consume wine sporadically and in small amounts, even among traditional wine-producing countries. However, until now these strategies have been designed considering these segments as homogeneous groups, when in fact they are not. In this paper, several discrete choice models are used to incorporate the unobserved heterogeneity present in individuals’ decisions, such as mixed or latent class models, with the aim of identify the socio-demographics profiles of individuals who consume a certain amount of wine per week. The results highlights the superiority of these models and the variability individuals׳ characteristics due to heterogeneity.

During the last decades, significant changes in trade regulations are modifying the global trade of wine. The number of non-tariff measures (NTMs) implemented in the wine sector is relevant: a large number of country-specific NTMs, set in the occasion of trade agreements, have been adopted. The impact of these policy instruments on trade is not always clear, nor quantified at global scale. We investigate the effects that country-specific NTMs are showing on global imports of wine. In particular, we estimate a gravity model to explain how and to what extent country-specific NTMs influence wine trade, and we disentangle these effects for different segments of the international market of wine.

Our results suggest that country-specific NTMs tend to favour imports of wine. Differences emerge across market segments and types of regulations. In particular, the Technical Barriers to Trade favour (friction) bottled (bulk) wine; pre-shipment inspections enhance imports of bottled wine; the Sanitary and Phytosanitary Standards and the export-related measures are the most trade-enhancing NTMs, regardless of the market segment.