ENOMETRICS XVII - Vineyard Data Quantification Society VDQS

ENOMETRICS XVII 

Palermo, Sicily 

June 2010, 09—12

Enometrics XVII 

VDQS 

Scientific Committees 

Robert PLASMAN, 

Marie-Claude PICHERY, 

Nelson BARBER, 

Jan BENTZEN, 

Maurizio CIASCHINI, 

Pierre COMBRIS, 

Nathalie CORADE, 

Krista DUNIACH, Granem, 

Silvia GATTI, 

José M. GIL-ROIG, 

Eric GIRAUD-HERAUD, 

Danièle MEULDERS, 

Jean-François OUTREVILLE, 

Henri SERBAT, 

Michel SERIEYS, 

Orlando SIMÖES, 

Costas SIRIOPOULOS, 

Pavel TOMIŠK, 

and, concerning the special topic : Olive Oil 

Gian Gaspare FARDELLA, 

Sihem DEKHILI 

José M. GIL ROIG 

Paolo INGLESE 

U. Libre de Bruxelles 

U. Bourgogne 

U. New Hampshire 

U. Aarhus 

U. di Macerata 

INRA Corela 

ENITA Bordeaux 

U. Angers 

U. di Bologna 

U. Politecnica de Catalunya 

INRA - Paris 

U. Libre de Bruxelles 

HEC Montréal - Québec 

EuAWE 

ISARA - Lyon 

Escola Superior Agrària de Coïmbra 

U. Patras 

Mendel U. in Brno 

U. di Palermo 

U. Strasbourg 

CREDA Barcelona 

U. Palermo 

Local Committee 

ESAF (Economia dei Sistemi Agro-Forestali) – U. Palermo 

Stéfania CHIRONI 

Simona BACARELLA, Maria CRESCIMANNO, Antonino GALATI, Marzia 

INGRASSIA, Elena MAUGERI, Emanuele SCHIMMENTI, Pilippo SGROI. 

Coordination 

Françoise BOURDON, U. Bourgogne, VDQS General Secretary 

FedEco-Service, Fedeco 

2 Palermo, 2010 www.vdqs.net


General Overview 

Wednesday June 09 th 2010 

6.00 - 7.30 pm All you need to know about Sicilian Wines p. 5 

Thursday June 10 th 2010 

8.30 -09.00 am Registration & Coffee 

9.00 -10.30 am Opening Session & Keynotes Speeches p. 11 

11.00 -12.30 am S1 Wine and Culture – Traditions and Futurs p. 15 

2.00 - 3.30 pm S2a Territory and Environment p. 23 

S2b Olive Oil Markets 

3.45 - 5.15 pm S3a Prices and Organization p. 29 

S3b Olive Oil Consumption 

5.30 - 7.00 pm S4a Reputation 

S4b Enotourism 

7.00 General Assembly EuAWE-VDQS-SQG 

8.45 pm Official Diner, Giardino Inglese 

Friday June 21 st 2009 

9.00 -10.30 am S5 Wine Consumption I p. 37 

11.00 -12.30 am S6 Wine Consumption II p. 43 

2.00 - 4.00 pm S7 Production and Quality p. 51 

4.30 - 6.30 pm S8 Marketing for Wine p. 59 

6.30 pm Palermitan Eiscream Tasting 

7.30 pm VDQS Awards Ceremonie 

Saturday June 22 nd 2009 

8.00 am Departure to Marsala by bus p. 37 

9.30 -10.45 am S9 Lectures on Experimental Economics p. 37 

11.00 -13.00 am Exercice on Experimental Economics 

and Visit Azienda Carlo Pellegrino 

2.30 - 6.30 pm Applied Oenotourisme; 

Back to Palermo via its airports 

www.EuAWE.org Palermo, 2010 3



How to Use 

This Booklet of Abstracts 

You will find in this booklet all the abstracts of the 

submissions which were accepted by the scientific 

committee. 

At the end of this booklet, you can find a complete 

alphabetical list of all authors and co-authors with a link 

to the page where you can find their abstract. 

Unfortunately, some speakers have informed us that they 

will be unable to participate in the conference. However, 

their abstracts have been included in this booklet. 

Please, note also that you can find the full version of 

those papers (an some time also the ppt presentation) on 

the website of the conference, in the private area 

reserved for VDQS - EuAWE –SQG members. 

www.vdqs.net/2010Palermo 

You have to wait our next Conference 

For 2011, it will be in Angers (France) 

Expecting this event, please do not forget 

to consult our web site. 

to participate in our facebook page 

and 

to send our work to publish in Enometrica 

(For 2012, Porto is planned) 



Wednesday June 09 th 2010 

6 pm 

Prolegomena 

P a n o r a m a o f S i c i l i a n W i n e s 

A l l y o u n e e d t o K n o w 

about Sicilian Wines 

by 

Dottoressa Giovanni GIARDINA 

Vice Presidente ONAV Sicilia 

Organizzazione Nationale Assaggiatori di Vino 

(Wine Tasters – Les dégustateurs du vin) 

H i s t o r y 

D i v e r s i t y 

P e r s p e c t i v e s 

a n d 

T a s t i n g 







9.00 -10.30 am 

Opening Session & Keynotes Speeches 

C h a i r e d b y R o b e r t o L A G A L L A 

Magnifico Rettore dell’Università di Palermo 

Welcome Speech 

G u i s e p p e G I O R D A N O 

Presidente della Facoltà di Agraria 

09:45 : Keynote Speeches 

W i n e L a w i n C o n t e x t 

C h a l l e n g e s a n d M e t h o d o l o g y 

Theodore GEORGOPOULOS 

Director of the Wine & Law Program, University of Reims 

Democ r atiz ation i n the Gast r o n om ic Market 

F r o m Mic h elin St a rs to Mic he lin “Bibs” 

C h r i s t i a n B A R R È R E 1 

OMI, University of Reims 

Is Region of Origin a Valuable Cue for the Consumer 

The Case of Olive Oil Sector 

S i h e m D E K H I L I 2 

EM Strasbourg Business School, University of Strasbourg 

1 Paper co-authored with Quentin BONNARD and Véronique CHOSSAT 

2 Paper co-authored with Mohamed Akli ACHABOU, IPAG Paris 






Wine Law in Context: Challenges and Methodology 

T h e o d o r e G E O R G O P O U L O S 

Director of the Wine & Law Program, University of Reims 

theodore.georgopoulos@univ-reims.fr 

www.wine-law.org 

Diagram of the Lecture (not for quotation) 

INTRODU CTI ON : WINE & LAW: O LD WINE, OL D BOTT LES 

- Wine Law Regulations in Ancient Times: rules on wine drinking and trading 

- Wine Law in the Middle Age 

- Wine Law in Modern Times: Wine Trading and free movement of goods. Protection of Brand Names. 

The “Appellation d'origine” system in France. The Prohibition Era in the US. 

- Teaching and Research on Wine Law: a brief historical overview: the case of France 

I. THE INTEREST FOR WINE LA W TODAY: NEW WI NE, NEW BOTTLES 

 

 

What is a wine lawyer (Wine Law re-visited) 

Why do government officials, oenologists, wine-makers and businessmen feel the need for 

more and better legal advice 

A regulatory system under pressure: Reasons: 

1. A matter of technology: wine-making is no longer matter of agricultural process, as techno-logical 

means and scientific know-how becomes a critical factor. Moreover, e-business and ads through 

electronic means change deeply the conditions of transactions and promotion. Thus, there is a 

need for legal standardization and control. 

2. A matter of consumption: There is both a social and a legal interest on delicate questions like: 

− What is before the bottle (land use, water issues) 

− What is in the bottle (wine-making, identity of the wine product, organic products) 

− What is on the bottle (labels, counterfeit) 

− Where does the bottle go to (sales, transportation, distribution and competition) 

− How quickly and by whom does the bottle get empty (advertisement, consumption, 

abuse) 

3. A matter of image: Wine is no longer a nutritional product consumed in rural areas. Fine wine 

is no longer a privilege monopolized by few. Wine becomes either an all-day life style and 

gastronomic element and even an expression of social status. Consumers either become more 

aware or feel the need for an efficient legal protection (brand name protection, geographical 

indications, standards of wine-making, simplification in labeling). 

4. A matter of globalization: wine markets open up, a tendency that curiously pushes for more 

regulation on wine-making and brand protection (WTO settlements, international trade 

agreements). In this perspective, one should not neglect the tendency of regionalization (EU 

Common Market Organization for Wine). 

5. A matter of institutionalization: a complex system of institutional actors that intervene at the 

local, national, regional and international scale in order to regulate the wine sector (WTO, 

IOVW, WHO, EU, governmental and local public authorities, professional organizations…). This 

leads to stratification and interdependence of legal rules and even to conflicts between legal 

norms (mostly expressing diverging interests) 




II. A DAPTING WINE LAW TEACH ING AND RESEARCH T O CON T EMPORARY NEEDS: 

GETTING T HE WINE OUT OF T HE BOTT LES 

The Wine & Law Program: A brief presentation 

With the support of the European Commission, local authorities and major private businesses of the wine 

industry, the Wine & Law Program has the ambition to host various activities: university diplomas, 

research programs, publication activities, and partnerships with other universities, international 

organizations and scientific associations. 

In terms of University Diplomas, the Program offers a Master's degree (in French) in Wine and Spirits Law 

and a 'Wine and Law in the EU' Summer School (taught in English). An introductory course on Food & 

Beverage Law is open to four-year students. 

Research in the Program is mainly conducted as part of the 'Vigne & Vin' Program which unites 12 

different research centres in Social Sciences with a strong interest in wine issues. Legal research is 

conducted in interaction with these disciplines. In this 'law in context' approach, legal research tries to 

identity the key-features of a multi-level regulation in the wine and spirits sector. Local settlements 

(starting from the Champagne example), and the interdependence of national, European and 

international wine regulations are the major fields of this research. 

 

 

 

Key-features of the Program 

- Not a Diploma or a “Chair”: an academic Program 

- Its main methodological option: Law in context (= apprehension of legal issues – and 

solutions) in consistency with economic, political and even scientific factors). Thus, it is a 

Program open to professionals and academics, to lawyers and experts on other areas of 

the wine sector. 

Teaching method: 

- Method: contextual approach, comparative analysis, case-study and constructive synthesis 

Research: 

Principal Research Axes 

1. Interaction of legal systems (local, national, European and international settlements) 

2. Interaction of law and other sciences (wine law & economics, the apprehension – and use 

- of oenological, chemical and medical conclusions by legislators and judges) 

Research Conduct 

Academic Partnerships with local authorities, international organizations, private businesses 

and academic establishments in fields like economics, oenology, political science, geography…) 

enhance the “Law in context approach” 

CON CLU DING REMARKS: N O WINE, N O BOT TLES , O NLY LA W 

Be fo re s e ri ous a nd e ve n ex i sten ti al q ues t io ns f or th e win e se ct or li ke th e l im it s 

of ha rm on iz atio n o n w in e- t asting, th e fu tu re o f t he c onc ep t of “ter r oi r”, th e 

g loba l iz atio n of w in e tr en ds, on e s hou ld se r io us ly as k o n th e r o le and t he pow er 

of law in th e w in e ind us t ry… 



Democratization in the Gastronomic Market: 

From Michelin Stars to Michelin “Bibs” 

Christian BARRÈRE, Quentin BONNARD, Véronique CHOSSAT 


christian.barrere@gmail.com, quentin_bonnard@hotmail.com, veronique.chossat@univ-reims.fr 

For more than a decade one can observe a mutation in the hierarchy of gastronomic models. During the 

19 th and 20 th centuries the gastronomic preeminent model in France and therefore in the world was the one 

of grands restaurants deriving itself from the aristocratic then the elitist model of luxury. These 

establishments are very expensive and deal with the extra-ordinary. Nevertheless, if some famous chefs 

made a lot of money, export their restaurants all over the world and built profitable groups, others 

encountered difficulties to maintain a financial equilibrium. Then the old model has been affected. In France 

since 2000 some chefs (among whom Alain Senderens, who had 3 stars for his Lucas-Carton) gave back their 

Michelin stars. Some others developed “second line” restaurants, cheaper and less sophisticated ones; Slow 

Food, Fooding and other movements looking for a return to commensalism, healthy preparations, old 

products, authenticity and cheap bills joined this movement. 

The paper considers the changes that occurred in the case of Parisian gastronomy which is the best 

symbol of the elitist organization of the gastronomic market. The original dataset is taken from the French 

Michelin guidebook. It includes all the establishments (restaurants and public restaurant in hotels) located 

in Paris and selected by the Guide Rouge Michelin between 1934 and 2010. 

Considering comfort three segments seem compose the market: (1) 0 F 3 and 1 F, (2) 2 F and 3 F, (3) 4 F 

and 5 F. The highest segment (i.e. 4 F and 5 F) is the window of gastronomic luxury. The number of 

restaurants is not the key factor of this segment but very high prices, superstar chefs… The evolution of 

elitist establishments is very erratic. 

The two first segments 0+1 F (2010/1950: + 220%) and 2+3 F represent in 2010 both 87% of the Parisian 

selected establishments, respectively 48% for the lowest and 39% for 2+3 F. It was however not the case 

in the earliest issues of the Michelin. For instance in 1950 0+1 F represented only 23% whereas the 2+3 F 

segment was about 60%. Things evolved significantly between 1990 and 2000 with an increase of 1 F 

higher than 142% whereas the global raise is about 17%. This evolution can be analysed as a 

reorganization of segments within the population of the Parisian selected establishments. 

In the same set of ideas at the end of the 1990s the “Bib gourmand” pictogram has been launched. In 

fact it derives from the “R” existing before and meaning “simple meal” which signification was quite similar. 

However more than an embodiment of a kind of gastronomy, this evolution shows a real change in the 

3 F is the Michelin category (for Fork and Spoon). 0 F is not represented in Paris whereas it is used in other French regions 

like Alsace, Rhône-Alpes or Champagne-Ardenne and in other issues of the Michelin guidebook (New York…). 




consumption and production behaviours. For instance, in 1950 and 1960 there was no Parisian establishment 

with “R”, only 3 in 1990. 

The place of this population is increasing in the selection, from 7.7% of the Parisian selected 

establishments in 2000 to 13.2% in 2010. This shows a general trend in the diverse issues of the Michelin 

Red Guide. In London in 2009 the “Bibs gourmands” represent more than 10% of the selected 

establishments; in Lyon (France) they represent 12.9%, etc. It is a new award linked to the necessity to 

enlighten not the top of the hierarchy but a growing part of the cooks responding to an increasing potential 

demand looking for “democratization”. This movement expresses an alteration of the Michelin’s philosophy. 

Number of top chefs deserted the luxury segment and middle comfort one to offer more “standard” food 

amenities. Some famous examples come to mind like Alain Senderens (Lucas Carton, Paris), Olivier Rollinger 

(Les Maisons de Bricourt, Cancale), Philippe Gaertner (Alsace), Hervé Paulus (Alsace). This movement initiated 

in France spreads out of the French boundaries to touch notably Italian famous chefs, like Ezio Santin 

(Milano) and Gualtiero Marchesi (Lombardia) both awarded by three Michelin stars. 

The statistical study of the extension of the market and of the evolution of the segmentation is reinforced by a 

MCA (Multiple Correspondence Analysis) to define the new segmentation of the Parisian gastronomic market. It 

shows that, when we had, in 1960, a Parisian gastronomy segmented according to three profiles (the 4-5 F, 

having 2-3 stars, the most pleasant settings, and proposing the highest additions; the 3 F having one star and 

significant or intermediate additions; the 1-2 F, without reward, and proposing the weakest additions): 

MCA of the Parisian gastronomy in 1960 

It would seem that the situation of the French capital changed in 2010. 

MCA of the Parisian gastronomy in 2010 



The graph top on the left corresponds to the comfort variable. Each of the five horizontal lines represents 

one of the categories of the variable. On each line we see features which correspond to the values taken 

by the synthesis variable, only for the statistical units which belong to the concerned category. The 

average of these values is calculated and the square bearing the name of the category is positioned with 

the site of this average. The strong separation of these mean squares indicates a strong correlation ratio 

between the synthesis variable and the variable considered, and therefore a strong connection. 

On the graph top on the left, we thus see that the restaurants having 5 F, 4 F, and 3 F correspond to 

negative values of the variable of synthesis. At the same time, the graph of the bottom on the left, which 

relates to the cuisine variable, shows that the restaurants obtaining 3 stars, 2 stars and 1 star also have 

negative values. In parallel, in the graph top on the right, the category placed at this position is that of Red 

F. Lastly, in the graph of bottom on the right, the localized categories at this place are those whose 

restaurants which propose bills for a price > 150 € or between 100 and 150 €. The variable of synthesis is 

thus used to establish the link between the four original variables. 

In short we note that four groups arise here: 

- the restaurants with 4 and 5 F, 2 or 3 stars, the most pleasant settings (red F), and the highest 

bills (> 150 €). 

- the 3 F restaurants have one star and vigorous bills (100-150 €). 

- the 2 F restaurants without reward (no star) have black F and charge for their services for an 

amount of 50-100 €. 

- the 1 F restaurants have Bib Gourmand, black F, and propose the lowest bills (< 50 €). 

Then, if we refine the MCA on the Parisian gastronomy in 2010 with the study of few others variables to 

complete the analysis, we obtain a first value of synthesis whose capacity of synthesis is 0.3003. The fall of 

the eigenvalues shows here that two dimensions arise, and the following graph shows us more detailed 

profiles of the Parisian restaurants. 

Refined MCA of the Parisian gastronomy in 2010 




We identify there, henceforth, four profiles of selected Michelin (the 4-5 F having 2-3 stars, the 

most pleasant settings, and the highest additions; the 3 F with one star and relatively high additions; the 2 

F deprived of gastronomical rewards; the 1 F which have Bib and propose the weakest additions). The 

segmentation in the Parisian gastronomy thus changed by the appearance of a new category “low-cost”, 

which takes an active part in the democratization and the mass-consumption of the French Grande 

Cuisine. 

Then data seem to testify the crisis of the elitist model of gastronomy. Extra-ordinary ways of 

cooking do not remain the unique symbol of luxury and taste. An alteration in the gastronomic model 

appears between 1960 and 2010. The increasing number of establishments in the lowest categories of 

comfort and quality and the emergence for instance of the “Bib Gourmand” pictogram in the last 1990s 

show this trend. In other words creativity mixed with ordinary foodstuffs and setting attracts a wider less 

rich clientele, looking for new codes like pure and healthy products, less sophisticated settings and so on. 

The old French model of gastronomy, based on the leading role of the Grand Restaurant, can no longer be 

the unique model to organize the new gastronomic field. 



IS REGION OF ORIGIN A VALUABLE CUE FOR THE CONSUMER 

THE CASE OF OLIVE OIL SECTOR 

Sihem DEKHILI, Mohamed Akli ACHABOU 

CESAG, EM Strasbourg Business School, University of Strasbourg; IPAG Paris 

An extensive marketing literature adresses the question of the “country of origin” and in particular the “made in”, 

suggesting that it is used as a quality cue (Han, 1990; Schooler and Wildt, 1968; Verlegh and Steenkamp, 1999). 

Studying the “region of origin”, on the other hand, has interested fewer researchers in the field of 

management. The scarce research (Van der Lans et alii. 2001; Van Ittersum, 2001) that does explore the 

concept of “region of origin” looks almost exclusively at examples of food products, and has shown that 

the region is indeed also a quality cue, with comparable effects to those of the country. 

Yet the “region of origin” concept has several specific features which differentiate it from the “country”. 

The region might benefit from a more coherent and homogeneous image than that of the country, which 

would make it more effective when used in a brand strategy, because it provides a higher diagnostic value 

when choosing a product. Thus using the “region” name to enhance the value of food products would 

seem in certain cases to be more relevant than a strategy based on the name of the “country”, and 

especially for food products (Stefani et alii. 2006). 

Besides, when the marketing research explore the region of origin, authors do not consider the question 

of a possible link between country and region, and therefore have not explored the effects of a combined 

use of the two concepts (country and region) and rather considered them as alternatives. 

Our research context is the olive oil markets, particularly in France. From a managerial point of view, the 

raised question is two folds. Is it relevant to promote production regions as quality cues, in the same way 

this is successfully done for wine or cheese for instance If yes, at what conditions such policies would be 

efficient Is it interesting to use the region names when they are little known by the consumers 

The main objective of this paper is to gain a deeper understanding of the two concepts (country and 

region of origin) and their possible interactions. In a first part, we review the marketing literature on the 

geographic origin, which allows us to suppose a possible link between the two concepts and derive our research 

hypothesis. In a second part, we describe the research design and the results obtained from two successive 

protocol studies which have been carried out on French olive oil consumers (n=123). Lastly, we discuss the 

results from both a theoretical and managerial point of view, in the light of the limitations to the research. 

Extract from results 

Table 12: Importance of “country of origin”, “region of origin” and “price” attributes for the two groups of 

respondents (experts and non-experts) 

Attributes Country of origin Region of origin Price 

Importance Expert group 61.79 16.84 21.38 

percentage Non-expert group 50.36 7.01 42.63 

Figure n°4: Utility values of the “region of origin" attribute levels according to the degree of knowledge of 

the producing reputation of the regions 




Extract from conclusions 

The research sheds some light on the distinction between the notions of country of origin and region of 

origin. From this point of view, our results confirm that the components of the country image and those of 

the region image may overlap but only partially. 

Whereas the “country” image refers to general resources and a country’s industrial expertise (production 

conditions and quality control), the “region” image is more specific; it is characterised in particular by the 

three dimensions of “processing know-how”, “traditions” and “olive variety”. 

Theses results provide empirical validation for an important research trend currently underway in socioeconomics 

and ethnology on the underlying dimensions of “domestic quality” linked with particular 

“region-product” associations. 

They contribute to recent research in marketing suggesting that the image of a region of production 

derives both from its natural conditions and also the local production know-how, and they suggest that 

there are some invariants in the dimensions of the image of a region when this region is used as a quality 

cue for food products: the raw material, the local agronomic conditions, and human know-how. Of 

course, the relative importance of each dimension may differ according to the region and the product. 

Our second contribution is to shed light on the function of region of origin used as a brand, namely 

whether knowledge of the name of the region on the part of the consumer is a precondition to his 

experiencing the full impact of the brand’s effects. Our results clearly confirm the positive link that exists 

between the reputation of the region and consumer preference, and they also show that the more expert 

the consumers, the more value they place on the region being mentioned. Obviously, these consumers 

use the reputation of a known region in the same way they would consider brand reputation. 

However, our results also show that consumers to whom the name of a region means nothing still place 

more value on the fact that the name of a little known region is mentioned than on the absence of a name 

altogether. We may hypothesise that this positive effect is not necessarily associated with representations 

of regions or with emotional ties between the consumer and a given region, but perhaps with the simple 

fact that the region provides extra and more specific information. It would therefore be interesting to 

explore the factors that account for this positive effect. 

From a managerial point of view, there are in our opinion three recommendations that can be drawn from 

these results. 

The first is that a marketing policy based on a region of origin would be well advised to create and 

promote a reputation based on the components of images on which the quality of the product is 

founded, i.e. natural resources (soils, micro-climates, locally adapted varieties) rather then on the 

more generic components which make up the country image (industrial expertise, quality control, 

etc.). In other words, Tunisian marketers would be well advised to promote specific regions for olive 

oil rather than just focus on Tunisia. 

The second recommendation is that such a policy can be effective even if initially the consumers do 

not know the region. In other words, the process to favour does not follows necessarily a logical 

route in the style of: “first to make known the country, then the regions, then possibly zones even 

more specified”, but it could be efficient to consider thse components in a different order. 

The third recommendation is that if the products are to be marketed to knowledgeable consumers, 

the mention of a known region will be very highly appreciated, whereas the mention of a little 

known region will provide little benefit and may even be detrimental. 




11.00 -12.30 am 

Session 1 

C U L T U R E a n d W I N E 

C h a i r e d b y 

Women and Wine: an Experiment on Stated and Real Behaviour 

Angela SUTAN, Joelle BROUARD 

IMV, LESSAC- Burgundy School of Business, Dijon – FR p. 18 

Women of Wine. Analysis of their Role, Motivation and Work 

Stefania CHIRONI , Marzia INGRASSIA , Valentina GANDOLFO 

E.S.A.F, University of Palermo – IT p. 19 

Les femmes et le vin, une nouvelle histoire 

Hélène VELASCO-GRACIET 

Université de Bordeaux 3, UFR de Géographie p. 20 

Le vin sicilien entre histoire et technologie 

Giuseppe CORONA, Luca ALTAMORE, Simona BACARELLA 

Dipartimento E.S.A.F., Università degli Studi di Palermo – IT p. 20 




Women and Wine: an Experiment on Stated and Real 

Behaviour 

Joelle BROUARD, Angela SUTAN 

IMV, Burgundy School of Business, Dijon; LESSAC, Burgundy School of Business, Dijon 

angela.sutan@escdijon.eu 

The main project purpose was to conduct a comparative study of perceptions regarding the relations 

between wine and women, in Japan and France. Wine has important economic and cultural values in 

France, and it has a rapidly growing market in Japan, with a significant proportion of female consumers 

especially in the latter. While women play important roles as wine consumers and/or producers, their 

roles have not much been the focus of study. It is thus important to study their respective roles vis-à-vis 

those of men to understand the magnitude of their presence and influence in the wine sector of both 

countries. In particular, the research aims to assess how female and male consumers’ valuations of wine 

are affected by different types of information, and how their valuations differ in two countries, in order to 

identify the best communication strategy. 

An important feature of this project is the analysis of the impacts of product positioning through credence 

attributes, i.e. unverifiable beliefs or images that a wine producer attempts to create about her/his wine 

in a target market. Such images are considered to have important signalling effects to the consumers, 

given the fact that a wine product necessarily signifies a certain degree of uncertainty – you do not know 

if it tastes good or bad beforehand, thus do not know how much should be paid for it. While Nelson 

(1970) and Darby and Karni (1973) has identified search, experience and credence (or beliefs) attributes of 

a product, this project focuses on credence attributes which are considered to generate certain valueadded 

to a product. A wine producer attempts to create credence attributes typically by stating her/his 

commitment to environmental practices or certain discoveries about the field’s particularities, or by 

simply talking about her/himself, sometimes with a photo image. This is a wine positioning process 

through specific communication, where a wine is identified with the expressed images. 

The effects of positioning of wine created by a producer are analyzed from two perspectives in this 

project: (1) factors that affect consumers’ willingness to pay (WTP) for a wine; (2) the degrees of 

consumers’ willingness to believe the messages/images conveyed by the wine. Consumes’ preferences 

and valuations about a product are considered to be affected by framing (Tversky and Kahneman 1981; 

Tversky and Simonson 1993) as well as by sensory expectations which in turn are affected by 

informational provision. The kind of information provided and the way it is provided can even affect 

consumers’ sensory experience by affecting their sensory expectations (Lee, Frederick and Ariely 2006). 

These perspectives, consumers’ WTP for a wine and willingness to believe a producer’s message, are 

evaluated in laboratory experiments with women experiencing a wine recommended by a woman or by a 

men. The experimental procedure is constructed on the basis of Bazoche et al. (2009) or Lange et al. 

(2002), using typical real sales through auctions. It uses the Becker, DeGroot, Marschak (BDM) 

mechanism, applied especially to wine, in order to reveal consumers’ WTP in different informational 

settings (e.g., blind tasting, tasting and label examination, tasting and additional advertising messages). 

This experimental technique enables us to minimize the biases common in classic survey techniques. It is 

important to adopt such a methodology, since market data on the marginal effect of specific positioning 

are not available, although consumers may derive utility from buying positioned or differentiated wine 

products. Indeed, consumers’ valuation about a wine may well be affected by information that directly 

speaks to them, i.e. a wine producer’s message induces the consumers to identify a hypothetical relation 

between the producer and themselves, and such hypothetical relation or perceived positioning can create 

a premium for the wine in the mind of the consumers. Because positioning is costly to wine producers, its 

impacts on the (perceived) premium for the product need to be verified. Images can affect the expected 

quality of the product, consumers’ WTP and product choice, and consequently its market price. 

Our results show that women are ready to pay more on a men-recommended wine. 



Women of Wine in Sicily: Analysis of their Role, Motivation and Work. 

Stefania CHIRONI, Marzia INGRASSIA, Valentina GANDOLFO 

chirstef@unipa.it, marzia.ingrassia@gmail.com 

Recent surveys on female employment show that, in Italy, the number of Women Entrepreneurs has 

constantly increased. In the Italian agriculture sector (See “Coldiretti Report 2008”) little more than 30% 

of Italian workers are women. This phenomenon is primarily due to the strong demand for innovation but 

also thanks to the European Agriculture Politics that provides special financial facilities to Women 

Entrepreneurs. 

Due to the continuous need for innovation, the wine business gives significant employment opportunities 

to women. The strong competition in this sector, especially in new export markets, has induced many 

companies to focus more in innovation. Indeed, it was successfully done by women working in the 

industry. 

If we step back, since ancient times women have always played a key role in the wine business and this 

information has been passed on by various documents. In recent years the involvement is also increased 

for the Sicilian wineries where the role of women gradually has become more prominent. 

Today the range of activities that women do in wine business goes from production to marketing and sales. 

This work aims to study the "Women of Wine" in Sicily, those entrepreneurs or managers, holding 

leadership and decision-making roles within the wineries, focusing on age, qualification, type of activity, 

motivations that led to undertake the task, difficulties encountered, and also changes made by women in 

the firm. For the interviews we used a questionnaire with, in some cases, multiple choice answers, which 

was given to women, business owners or managers, of the wineries surveyed. 

By calculating the coefficient of contingency we intended to measure the association between some 

factors of development of women-run wineries in Sicily, namely between professional characteristics of 

women managers deemed most important for this investigation, and some characteristics of firms 

(communication, innovations, etc.). 

By the analysis of results we observed that the wine firms with women at managerial levels are real 

positive, innovative and growing business that can open new and better development prospects for this 

sector. 




Les femmes et le vin, une nouvelle histoire 

Hélène VELASCO-GRACIET 

Université de Bordeaux 3, UFR de Géographie 

helene.velasco@u-bordeaux3.fr 

Les femmes ont été tenues à l’écart tant de la production que de la consommation de vin, jusqu’à une 

période récente. Or depuis, quelques années, elles entrent dans le monde du vin. Nouvelles 

consommatrices, elles ont des goûts qui désarçonnent souvent. On dit qu’elles préfèrent les vins légers 

rattachés à des valeurs anti-conformistes par rapport aux valeurs jusqu’alors véhiculées. Mais, le fait le 

plus remarquable est leur entrée en masse au sein de la filière : productrices, maîtres de chai, œnologues 

ou sommeliers. Notre interrogation se portera sur la place qu’elles ont prise ou qui leur a été laissée dans 

la région bordelaise. La production de vin et sa localisation ont-t-elles finalement un genre sexuel 

Les guides aux vins : visibilité et évolution des produits siciliens en librairie 

Luca ALTAMORE, Simona BACARELLA, Giuseppe CORONA 

Dipartimento E.S.A.F. - Università degli Studi di Palermo 

altaluc@unipa.it, simbac@unipa.it, gicorona@gmail.com 

L'intérêt pour un territoire du point de vue touristique-enogastronomique est étroitement lié aux 

producteurs et à la qualité de leurs produits. Pour « l'enoturiste », le facteur d'attraction le plus important 

d’un territoire est le vin et la qualité du même. Une première connaissance de cette qualité peut être 

acquise par la consultation des guides aux vins publiées régulièrement. En effet chaque année, les vins 

produits par les entreprises sont objet, en un grand nombre de manifestations et « bancs d’essai », d'une 

attentive évaluation de la part des experts du secteur. Ces évaluations sont collectées et ensuite publiées 

dans les guides spécialisées. 

Il est, donc, évident que n'importe quel consommateur peut être plus ou moins influencé par les 

évaluations présentes sur ces guides, et par conséquence il peut être influencé dans le choix d'un 

territoire « enoturistique » à visiter. En tel sens, but de la recherche est l’analyse de la visibilité des 

entreprises siciliennes sur deux des plus importantes guides aux vins publiées en Italie : « I vini d’Italia » 

du Gambero Rosso et la guide « I Vini di Veronelli ». L’analyse a été effectuée en comparant le nombre 

d'entreprises décrites et le nombre de vins évalués, et aussi en étudiant l'évolution et les différentes 

méthodologies de classement qualitatif adoptées par ces guides dans les années. La recherche a été enfin 

complétée avec la consultation d'Internet, des revues et publications du secteur. 

Mots-clés : eno-tourisme, vin, guides spécialisées, qualité 




2.00 - 3.30 pm 

Session 2a 

TERRITORY and ENVIRONMENT 


Malvasia of Lipari DOC: Economic and Market Analysis 

Claudio BELLIA, Mario D’AMICO, Giuseppe DI VITA 

DISEAE, University of Catania - IT p. 22 

Le territoire viticole: de la déstructuration à la valorization 

Françoise BOURDON, Marie-Claude PICHERY 

LEG, UMR5118 CNRS, Univ. Bourgogne - FR p. 23 

A Prospect Theory Application to the Analysis of Risk 

with the Organic WineMaking 

Tatiana BOUZDINE-CHAMEEVA 

Bordeaux Management School - FR p. 24 

Quel avenir pour les appellations Bordeaux et Bordeaux Supérieur 

Nathalie CORADE; Bernard DEL’HOMME, Adeline UGAGLIA 

ADES, U. Bordeaux, CNRS; INRA GAIA, ENITA Bordeaux - FR p. 25 

Strategy Development of Saint Martin´s Wine in the Czech Republic 

Helena CHLÁDKOVÁ, Pavel TOMŠÍK, Sylvie GURSKÁ 

Mendel University in Brno - CZ p. 26 

The Integration of Disease Resistant Grape Varieties in the 

Organic Wine Industry: The Case of German Wine Producers 

Philip SLOAN, Willy LEGRAND, Karina KRAUSS 

Internat. Univ. of Applied Sciences Bad Honnef - Bonn, DE p. 27 

Recupero energetico delle biomasse in vitivinicoltura: il caso Settesoli 

Giulia NICOLETTI, Giuseppe CORONA 

Università di Palermo - IT p. 28 




Malvasia of Lipari DOC: Economic and Market Analysis 

Claudio BELLIA, Mario D’AMICO, Giuseppe DI VITA 

DISEAE – University of Catania 

c.bellia@unict.it, mario.damico@unict.it, gvitae@hotmail.com 

Sintesi 

In Sicilia nell’ultimo decennio si è assistito ad un processo di ammodernamento del comparto vitivinicolo 

regionale che ha dimostrato un’attenzione crescente verso la qualità delle sue produzioni. Nello stesso 

periodo è cresciuto l’interesse per la valorizzazione dei vitigni autoctoni e delle produzioni caratterizzate 

da una forte componente storico-culturale, in grado di suscitare nei consumatori le “emozioni” legate ai 

luoghi di produzione. Tale tendenza, supportata da alcuni studi recenti, è stata rilevata anche per le 

produzioni enologiche delle isole minori siciliane. 

Alla luce delle attuali politiche di sostegno e considerato l’insufficiente livello di approfondimento sulle 

dinamiche inerenti alle produzioni tipiche siciliane, non solo in termini economici (volumi commercializzati 

e fatturati realizzati), ma anche in termini di opportunità, si rileva la necessità di approfondire il livello di 

conoscenza e di valutare l’attuale sviluppo del mercato. 

Obiettivo del presente lavoro è, pertanto, quello di cogliere i principali aspetti tecnici, gestionali ed 

economico-organizzativi di una delle più antiche e prestigiose produzioni tipiche siciliane: la Malvasia delle 

Lipari DOC. 

Il lavoro - preceduto da un’analisi preliminare sull’offerta complessiva di tale prodotto - si propone di 

cogliere le opportunità di sviluppo del mercato e di individuare alcune strategie di valorizzazione atte ad 

incrementare il potenziale competitivo della Malvasia delle Lipari DOC nei principali mercati al consumo. 

Abstract 

In the last decade Sicily has registered an intense process of modernization of own regional wine sector, 

showing a growing attention to the quality of its productions. 

During the same period Sicilian producers have increased the interest in the exploitation of 

autochthonous vines and in oenological productions with a great cultural and historic component, able to 

inspire, in modern consumers, strong emotions related to the origin of production. This trend, supported 

by some recent studies, has also been observed for the wine production of the smaller islands of Sicily. 

In light of low level of knowledge on the dynamics inherent to typical Sicilian, not only in economic terms 

(volumes marketed and sales proceeds), but also in terms of opportunities, this study tries to highlight the 

current trend of oenological market and, at the same time, to assess the development and the prospects 

of success of a typical Sicilian wine. 

This work aims at analysing main technical, operational and economic-organizational of one of the oldest 

and most prestigious of Sicilian typical productions: Malvasia of Lipari DOC.The work – preceded by a 

preliminary analysis of holy supply of this sweet wine – suggests some of the opportunities for a market 

development of this typical wine and tries to identify some strategies in order to increase the competitive 

potential of Malvasia DOC in specific consumer markets. 



Le territoire viticole : de la déstructuration à la valorisation 

Françoise BOURDON, Marie-Claude PICHERY 

Laboratoire d'Économie et de Gestion, UMR5118 CNRS – Université de Bourgogne 

Une des dernières études publiées par le Ministère de l'Agriculture (Agreste, 2009) sur l'utilisation du 

territoire de la France métropolitaine montre que l'artificialisation des sols supplante la forêt dans 

l'occupation des terres abandonnées. Les résultats de cette même enquête qui permet d'établir ce 

constat, montrent également que les surfaces consacrées à la vigne continuent de diminuer : ainsi, elles 

passent, au niveau France, de 885 milliers d'hectare en 2006 à 854 milliers d'hectare en 2008. 

Mais cette information correspond à une information agrégée qui ne retrace pas la diversité régionale. 

Ainsi, l’on peut observer que si, dans certaines régions (Languedoc- Roussillon, Aquitaine, …), les surfaces 

en production diminuent, dans d’autres (Alsace, Bourgogne, …) elles restent au même niveau ou même 

parfois augmentent. 

Cette différence d’évolution du vignoble dans les diverses régions de production résulte de facteurs très 

variés. Parmi ceux-ci l'on peut citer les coûts de production, par conséquent les prix, des vins d’entrée de 

gamme relativement élevés comparés à ceux des vins étrangers de gamme comparable ; une 

consommation moins importante des vins d’entrée de gamme en France ; les mesures concernant la lutte 

contre l'alcoolisme ; les conflits d’usage des terres agricoles en particulier près des agglomérations, des 

zones touristiques, … ; ces différents éléments représentent des conditions à la diminution de la culture 

de la vigne. Par contre, l’augmentation de la consommation, à travers le Monde, de vin tel que le 

Champagne peut entraîner une demande supplémentaire de mise en culture de vignes de certaines 

terres. Ce sont ces diverses causes que l'on tentera d'identifier dans une seconde partie. 

Dans une troisième partie, l'on s’interrogera sur l’influence dans le développement du territoire viticole 

des lois de gestion du patrimoine telles que la loi SRU, la loi DTR, des mesures de protection du paysage 

(loi du 2 mai 1930, des mesures d’inscription au patrimoine mondial de l’Unesco, la Chartre de 

Fontrevraud) ainsi que des contraintes résultant des règles communautaires (Organisation Commune de 

Marché-Vin). 

La mise en valeur et la connaissance de ces territoires viticoles ne peut qu'être aidée par le 

développement de l’œnotourisme. Ce point sera développé dans une dernière partie. 




A PROSPECT THEORY APPLICATION 

TO THE ANALYSIS OF RISKS WITH THE ORGANIC WINEMAKING 

Tatiana BOUZDINE-CHAMEEVA 

"Wine and Spirits' Business" Research Group - BEM Bordeaux Management School 

Over the last few years, the interest towards organic or bio wines has been increasing on the world wine 

market. As with many organic products, organic wine is becoming more widely available and offering 

more choice to consumers. Organic wines are produced by specific management practices that take care 

of the environment and soil. Synthetic chemicals and artificial fertilizer including pesticides are not 

permitted other than those specifically listed by the specific EU regulation of 2002. The term ‘organic 

wine’ is used to describe wines made from organically grown grapes (AB certificate in France), although 

other ingredients are not certified. Organic wine not only uses organic grapes but is usually processed 

using the minimum of chemical intervention during the production process. There is, however, no agreed 

standard for this. It is also not compulsory for wine producers to name chemicals used within the 

ingredients list, with the exception of sulphite, or whether animal products have been used. 

In the last five years the conversion of vineyards to organic or bio vineyards accelerates all over France, 

the annual rate of conversion varies between 20-25% per year since 2006 (the conversion period takes 

three years). It becomes even more striking as the total surface of national vineyards in France reduces 

during the last years. The number of winemakers engaged into the conversion process grows steadily; yet 

the steady quick growth of SMEs producing natural wines is not always accompanied by a steady growth 

of quality though a heavy certification process is already put in place. 

Nevertheless organic grapes represent still only 3.3% of all French vineyards. The three major regions in 

France which reveal particular dynamism in this process are Mediterranean regions - Languedoc- 

Roussillon and Provence-Alpes-Côte d’Azur followed by Bordeaux (more precisely by Aquitaine region 

which involves Bordeaux area). Being on the third place is pleasing though the reality of the process 

remains quite discouraging: the number of natural wine producers in Bordeaux is less than 300 (compared 

to almost 10000 winemakers in total in the region); the surface under organic wine farming is around 

2000 ha (compared to the total of 118900 ha) and bio certified wines are only 980 ha. Why the process is 

so slow 

We examine the risky choices of winemakers to move to organic winemaking using the prospect theory 

for explanation of the various outcomes. We put forward a simple model describing how winemakers 

make choices in situations where they have to decide between alternatives "bio or not bio" ; "bio certified 

or not certified", "simply reasonable use of chemicals" that involve several risks and will impact their 

financial situation. We introduce and compute a value function, based on the potential outcomes and 

their respective probabilities, and then choose the alternative having a higher utility. The value function of 

s-shape passes through the reference point and, as its asymmetry implies, given the same variation in 

absolute value, there is a bigger impact of losses than of gains 

Our results point to reference-dependent choice theories such as prospect theory, and suggest that pathdependence 

is relevant; the concavity of the value function in gains can then lead to a low preference for 

converting into organic farming even when the choice problems are simple and well-defined, as large real 

monetary amounts are at stake. 

Our study has a double purpose: to identify the barriers and driving forces of the natural wines and to 

model the decision-making process under risks involved in the analysis of the winemaker decision to 

convert into organic wine farming. 

Keywords: Decision making under risks, bio wines, prospect theory. 



Quel avenir pour les appellations Bordeaux et Bordeaux Supérieur 

Nathalie CORADE, Bernard DEL’HOMME, Adeline UGAGLIA 

UMR 5185 ADES-Université de Bordeaux-CNRS; USC 2032 INRA GAIA, ENITA de Bordeaux 

n-corade@enitab.fr, b-delhomme@enitab.fr, a-ugaglia@enitab.fr 

Les appellations Bordeaux et Bordeaux Supérieur constituent les appellations régionales du bordelais. 

Rassemblant plus de 5000 viticulteurs et malgré la notoriété du nom de Bordeaux, elles se trouvent à un 

tournant. Ce dernier est provoqué conjointement, par, d’un côté, la « crise viticole » ainsi nommée 

depuis quelques années en raison des difficultés que connaissent certains viticulteurs pour vendre leur 

production ou valoriser correctement leur produit, et de l’autre côté par la réforme européenne portant 

sur la classification des vins (vins sous indications géographiques (A.O.P, I.G.P) et vins sans indication 

géographique). Cette dernière, en répondant au besoin de clarification sur les indications géographiques 

imposé par l’OMC et au besoin de simplification de la classification des vins en Europe imposé par ailleurs 

par le marché, conduit à s’interroger sur les choix stratégiques à conduire pour les appellations, et peutêtre 

d’autant plus pour les appellations régionales. L’appellation Bordeaux a déjà vécu un tournant 

précédemment quand, après la création par décret en 1936 de l’appellation Bordeaux, celle-ci se 

segmente par la création des appellations Bordeaux et Bordeaux Supérieur dans un décret de 1946. 

Cependant ce nouveau tournant se traduira-t-il par une nouvelle segmentation et/ou par une redéfinition 

des contours de l’appellation La question se pose dans un contexte de marché mondial du vin où d’un 

côté la réputation et la taille apparaissent comme un atout, mais où en même temps la question de la 

typicité des produits sortant des systèmes sous appellation est interrogée et ce d’autant plus fortement 

que l’appellation est de taille conséquente. 

Sur la base d’un travail conduit sur les appellations Bordeaux et Bordeaux Supérieur en partenariat avec 

l’Organisme de Défense et de Gestion en charge de ces appellations, nous proposons une réflexion sur 

leur avenir. Parmi les questions implicites celle de la permanence des contours de ces appellations est 

posée (nombre de viticulteurs, maintien de tous dans un seul système d’appellation). 

Nous montrerons notamment que si les questions de marché sont au cœur de la réflexion stratégique de 

ces appellations, elles conduisent ou obligent à conduire une réflexion sur les liens entre le produit ou la 

stratégie-produit et le territoire. Car, en effet, il n’est pas d’appellation ou de revendication forte d’une 

identité territoriale en l’absence d’un lien particulier au territoire. Il ressort donc que l’avenir des 

appellations Bordeaux et Bordeaux Supérieur ne puisse se réfléchir en l’absence d’une réflexion conjointe 

entre la stratégie marché et la stratégie territoriale. 




Strategy Development of Saint Martin´s Wine in the Czech Republic 

H. CHLÁDKOVÁ, Pavel TOMŠÍK, Sylvie GURSKÁ 

Mendel University in Brno 

orongo.orongo@tiscali.cz 

This paper considers the topic of the supply and demand development of Saint Martin´s wine in the Czech 

Republic. On the 11th November first bottles of wine from the autumn´s harvest are being opened. These 

wines are called Saint Martin´s wines and they exist as white, red or rose. These wines are young; 

between the harvest and the market introduction are just a few weeks, and it is necessary to take it into 

account when evaluating. They are fresh, light, fruity, brut and the percentage of alcohol is lower – to 12 

%. They have higher acid, which has to be nice and harmonic to the tender body of wine. 

The first official registration of Saint Martin´s wine are done by the winegrower of Valtice Kopeček, which 

had been inspired by the success of the wine Beaujolais noveau, young wine coming from France. The 

mark “Saint Martin´s wine” was registered in the year 1995 and since the year 2005 the Wine fond has 

been the owner.Now all winegrowers registered by National Wine Centre, and whose wines were 

authorized by special committee and respond to the required characteristics, can use this mark. With the 

license winegrowers win the right to use unified shrinking capsule, and to use the logo with the rider of 

the horse on the label. 

Saint Martin´s wine is in the Czech Republic more and more popular. On the other hand the interest in 

favorite Beaujolais has been stagnating in the whole World. Beaujolais, which is pressed from blue grapes, 

is appreciated by the consumers of red wine, the advantage of Saint Martin´s wine is the possibility to 

choose from red, rose and white wines. 

In the year 2007 600.000 of Saint Martin´s wine bottles entered the market. In this year 144 bottles from 

178 were successful (64 white, 24 rose and 54 red). In the year 2009 the interest in Saint Martin´s wine 

rapidly increased. The interest in this wine has been higher year by year, i.a. because of its availability and 

price. The total increase against the year 2007 is 11 % at wineries, which can produce St. Martin´s wine 

and 20 % at wines, which can use the graphical mark with the Saint Martin on the horse. 

This paper is a part of the solution of the research plan of FBE MUAF in Brno, No. 6215648904 

Keywords : Saint Martin Wine, Young Wine, supply development, demand development, Consumer 

preferences 



The Integration of Disease Resistant Grape Varieties in the Organic Wine 

Industry: the case of German Wine Producers 

Philip SLOAN, Willy LEGRAND, Karina KRAUSS 

International University of Applied Sciences Bad Honnef-Bonn, Germany 

p.sloan@fh-bad-honnef.de, w.legrand@fh-bad-honnef.de, karina.krauss@fh-bad-honnef.de 

While the wine industry is generally not perceived as major environmental polluter, soil erosion, chemical 

pesticide and fertilizer usage in addition to ground water consumption result in consequential 

environmental impacts. Wine makers are faced with a double challenge: how to achieve necessary 

market penetration with their products while ensuring an adequate standard of living. In Germany, 

organically certified wine production has grown exponentially since the early 1990’s. While organic 

consumption comprised in 2007 only three per cent (€ 5 million) of the entire German food and beverage 

market (Miersch, 2008), organic producers occupy a niche market that bears great potential (Wier & 

Calverley, 2002). Currently, 1,73% of the total cultivated area for the purpose of making wine in Germany 

is done so using organically certified methods (Ecovin, 2008). 

At present, there is a paucity of literature in the field of disease resistant vine cultivars and the 

marketability of the wines that are being produced. Hence, the purpose of this paper is to provide an 

overview of the PIWI cultivars (the acronym PIWI is a short form from the German word 

pilzwiderstandsfaehig literally translated as disease tolerant) in Germany with a particular interest in 

researching the current marketability. The study population was restricted to the owners of wineries 

which are members of ECOVIN, Germany’s largest organic association representing 195 wineries as well as 

members of the Association of German Prädikat Wine Estates (Verband Deutscher Prädikatsweingüter, 

short VDP), representing 200 wineries, many of whom work with organic or biodynamic techniques. 

Findings of the survey provide a clear picture of the current positioning of PIWI cultivars in the market and 

provide hints on the steps necessary for the promotion and exchange of scientific and practical findings 

concerning disease tolerant grape cultivars nationally and internationally. 

Key Words: Disease Tolerant Grape Cultivars Production Marketability 




Recupero energetico delle biomasse in vitivinicoltura: il caso Settesoli 

Giulia NICOLETTI, Giuseppe CORONA 

Università di Palermo (Italy) 

giunipa@unipa.it 

The recovery of agricultural biomass, such as vine trimming wastes, for energy purposes represents one of 

the most significant innovations in the agricultural sector: apart from relieving producers of disposal costs, 

the process has also an economic return resulting from the conversion of biomass into energy and the 

related commercialization on the national market 

In Sicily, the significant economic potential related to the conversion and energetic exploitation of residual 

biomass from the wine sector – favoured by recent actions undertaken by the European and the national 

legislators – could play, a strategic role for the immediate future of the Island and for the numerous 

wineries and wine bottling companies operating within the territory. 

In particular, the Agrigento borough, which is the second wine district in Sicily - with about 25,000 

hectares (ISTAT 2009) of vineyards, an estimated potential of vine trimming wastes of 2 tons/ hectare, 

and about 178,696 and quintals of pomaces produced in the wine year 2008/2009 - is a very suitable area 

for the establishment of this type of processing plants. 

This research project has the objective of analyzing the case of the largest Sicilian winery, namely the 

Settesoli, which has recently launched a project to implement a 1 MW electric generator that uses the 

vine branches – prunings and cuttings – in conjunction with pomaces, residues from winemaking process. 

After a brief assessment of the legal framework relating to the aforementioned energy industry, the 

research will focus on the type of processing plant adopted, which will also be the object of a technicaleconomic 

analysis (development costs, revenues, estimates of used biomass, financial and management 

data). 

Lastly, the cost for collecting, transporting and storing vine branches from farm to store and the savings 

related to non-storage of pomace in the distillery will be calculated in order to determine the costs of 

converting biomass into electricity. 




2.00 - 3.30 pm 

Session 2b 

O L I V E O I L M A R K E T 


Sailing in an Olive Oil Ocean: Italian Producers Facing 

New Challenges from the Mediterranean Area 

Alessio CAVICCHI, Cristina SANTINI, and alii 

Univ. Macerata and alii - IT p. 30 

Market Dynamics in the Turkish Olive Oil Industry 

Berna TÜRKEKUL, Cihat GÜNDEN, Canan ABAY, Bülent MIRAN 

Fac. Agriculture, Ege Univ., Bornova-Izmir - TK p. 31 

A Quantitative Analysis of Olive Oil Market in the North–West Italy 

Andrea MARCHINI, Francesco DIOTALLEVI, Linda FIORITI, Rossella PAMPANINI 

Università degli Studi di Perugia - IT p. 32 

Estimating an Olive Oil Export Function for Tunisia 

Mouna MAALEJ, Salma ZOUARI 

Univ. of Managerial and Economic Science in Sfax - TN p. 33 

Economic and Organisational Aspects of Olive Growing in Calabri 

Francesco Saverio NESCI , Massimo BALDARI, Maria Cristina DE SALVO 

DiSTAfA, Univ. degli Studi Mediterranea, Reggio Calabria - IT p. 34 




Sailing in an Olive Oil Ocean: Italian Producers Facing 

New Challenges from the Mediterranean Area 

Alessio CAVICCHI 1 , Cristina SANTINI 2 , Chiara SEGHIERI 3 , 

Andrea VIOLETTI 4 , Lucia BAILETTI 5 

1 University of Macerata, Department of Studies on Economic Development; 2 Università telematica 

internazionale UNITEL, Milan; 3 Scuola Superiore Sant’Anna, Pisa; 4 Farchioni Olii S.p.A., Giano dell’Umbria; 

5 Centro Italiano di Analisi Sensoriale, Matelica 

a.cavicchi@unimc.it 

During last years, demand for olive oils is profoundly changed both in terms of quality and quantity: new 

consumers’ segments are claiming high quality extra-virgin olive oils and consequently many firms 

adopted new strategies to capture consumers’ attention and preferences (De Gennaro et al., 2009). 

An increased competition among olive oil producers, due also to a progressive liberalization of 

International trade, has modified the equilibrium among traditional producing and consuming countries. 

This paper examines the quality perception of Mediterranean extra-virgin olive oil countries through 

experimental sessions carried with 43 participants (commercial agents, grocery retailers and food 

journalists) during a three days workshop organized with the support of a famous Italian Olive Oil 

Company in May, 2009. We describe what is the influence of extrinsic cues on preference for olive oil and 

discuss implication for market competition starting from the results of ad hoc experimental sessions. 

The workshop was organized as following: 

a) Presentation of the sessions, 

b) Training, 

c) Experimental session. 

During the last day of the workshop, the experimental sessions results were illustrated, an anonymous 

questionnaire about knowledge improvement was submitted and a final discussion based on the results 

was performed. 

The experimental sessions were based on the classification provided by Schifferstein (2001). According to 

the author, three alternative methods to elicit sensory preferences can be identified depending on the 

information set available to individuals: blind taste, expectation (provision of non sensory information 

only) and labelled tests (provision of non sensory information such as a label and tasted samples). In the 

three cases preferences can be measured through hedonic scores. Blind, expectation and labelled tests 

provide consumers with a mix of information about sensory characteristics, geographical origin/product’s 

brand or a combination of the two (Stefani et al., 2006). Hedonic scores were elicited asking participants 

to tick on a 10 cm linear scale anchored at the right end with “I like it very much” and at the left end with 

“I don’t like it at all”. In the case of expectation tests, these anchorings were replaced by “I would like it 

very much” and “I wouldn’t like it at all”. 

The treatments of experimental design were category of Oils from Italy and the Mediterranean countries 

and information conditions (blind test, expectation test and labelled test). Within each session, subjects 

first participated in a blind test indicating their evaluation of the servings of oil from the different brands 

or areas. Afterwards, participants were provided with labels of oils and expectations were elicited. Finally, 

a labelled test took place and concluded the experiment. In figure 1 the results of the Country of Origin 

session are presented. The final discussion is a sort of forum where the results are commented by 

managers and agents. For instance, when the score for a blind taste about a certain product is 

disconfirmed by labeled taste (i.e. Turkey, Tunisia, Jordan, Spain Piqual), many considerations can be done 

about the potential success of such a product if well advertised and promoted. 

It clearly emerges the issue of "country of origin", widely treated in literature: country of origin can be 

considered as the picture or reputation that emerges in consumers' mind created by those variables that 

consumers connect to products of a specific country such as history, tradition, and landscape. More 

specifically the sentiment of ethnocentrism is relevant: there is evidence of a huge shift in the evaluation 

of Italian olive oil between expected and labeled taste. 

Thus, a potential issue at the practitioners' level can consider the detection and/or selection of market 

segments that react more or less favorably to a certain origin and the way to properly communicate it. 



Figure 1 – Mean Hedonic Score for “Country of Origin” Session 

Thus, we have found out that a participated approach that is based mainly on a direct experience fulfils 

the expectation and achieves remarkable results, giving to entrepreneurs and managers prompt and 

realistic answers to their questions about business strategy. 

Particularly, it seems important to consider the value of intrinsic characteristics of olive oil in order to 

detect market opportunities and promotion strategies. Oil from Jordan, Greece, Israel, Tunisia and Turkey 

seem to present good potentialities to compete with Italian olive oil if taste will be properly promoted. 

By joining sensory analysis techniques to qualitative marketing research tools in different sessions of 

participated research approach, we have facilitated communication flows, and moved out most sources of 

possible misunderstanding based on a subjective idea of quality. We have encouraged a “learning through 

experience” process and under this perspective the hazard of self prejudice is reduced. Moreover, the 

depicted case shows how companies can approach to the problem of international trade, that is often 

perceived too far to be considered when planning their strategies. 

Market Dynamics in the Turkish Olive Oil Industry 

Berna TÜRKEKUL, Cihat GÜNDEN, Canan ABAY, Bülent MİRAN 

Dpt of Agricultural Economics, Faculty of Agriculture, Ege University, Bornova-Izmir, Turkey. 

berna.turkekul@ege.edu.tr, cihat.gunden@ege.edu.tr, canan.abay@ege.edu.tr, bulent.miran@ege.edu.tr 

Today, olive oil is known as the healthiest alternative to other edible oils. This fact has increased the 

consumption along with the production. The world market dynamics and growing competitiveness in olive 

oil lead us to know the future of Turkish olive oil performance on the international markets. To obtain an 

understanding of the factors influencing the olive oil industry in Turkey, SWOT analysis was conducted 

based on surveys of various firms. Considering these limitations, the construction of the SWOT analysis as 

regards Turkish olive oil production involved 117 firms. The geographic location of the survey included the 

regions (Aegean, Marmara, Mediterranean, South-eastern and Middle Anatolia) and the cities (Ankara, 

Antakya, Antalya, Aydın, Balıkesir, Çanakkale, Gaziantep, İstanbul, İzmir, Manisa and Muğla) within the 

defined geographic regions that have the highest share in olive oil production and exportation. The data 

were compiled using a questionnaire collected from a random sample of the firms. Personel interviews 

were performed in 2006 via structured questionnaire. 

The analysis shows that the principal strengths of the Turkish olive oil industry are related to the product 

characteristics and new orchards. It also shows that the industry is improving but nevertheless is still 

confined by various constraints, mostly based on a lack of commercialization and marketing skills, which 

prevent Turkey from fully taking advantage of available export opportunities. In order to increase its 

exports and competitiveness, Turkey must differentiate its olive oil with distinctive labelling, signs and 

designations of origin. 

Keywords: International competitiveness, SWOT, olive oil, Turkey 




A Quantitative Analysis of Olive Oil Market in the North – West Italy 

Andrea MARCHINI, Francesco DIOTALLEVI, Linda FIORITI, 

Rossella PAMPANINI 

Università degli Studi di Perugia 

amarchin@unipg.it, francesco.diotallevi@unipg.it, linda.fioriti@unipg.it, rpampa@unipg.it 

The problem of the competitiveness of the agricultural products has always animated the analyses of the 

agricultural economists. At the present, them competitive context is influenced from two phenomena of 

bottom: the progressive increase of the markets segmentation process, fed from the productive 

differentiation of the enterprises, and the crescent communicative weight of the products in the shelves 

of the GDO, exalted from the policies of merchandising feeding. 

Such phenomena feed complex competitive interdependences between the various trade categories and 

between the various brands inside of the category. 

The extravirgin olive oil, in virtue of the maturity level of its market, shows several peculiarities: it is 

introduced as a system burdened from secular problems of structural type that need of able participations 

to give back to force and competitiveness, in this moment that the consumption, is assumed, could 

increase. In so far as, a provisional support on which is the levers in order to render own market the best 

regarding the competitors, finds a remarkable interest, especially with the parallel use of a recent source 

of information (scanner date). 

The general objective of this contribution is that one to bring back the results of a study lead in the North 

- West zone of Italy relatively to the various elasticity regarding the price of determined olive oil 

producers and to estimate empirically a question system. 

Moreover an example of the scanner data applicability is showed. The all focused towards the empiric 

definition of the critical variables for the question of the trade category of extravirgin olive oil. It’s obvious 

that this study wants to supply some operating instruments in order to assume the strategies focused on 

a precise market. 

In order to experiment the analysis methodology, it is proceeded to the data base construction of the data 

of sale bought from IRI InfoScan. They can be elaborated on the based of the proposed methodology, 

because they give a lot of data about wide consumption products at the level of single point sale. 

In order to proceed to the operating application, has been selected a champion of points sale to in the 

area North – West Italian and has been characterized the main producers based on the sales. 

After which, five groups are selected from the market actors and, for every group, it has been constructed 

the equation of the demand system, second the Almost Ideal Demand System theoretical procedure. 

To this point, thanks to the software TSP 5.0 support, computer science support of software TSP, the 

elaboration of the question system has run. 

The result of this study are numerous. In the first instance, this concern to the analysis methodology, to its 

future potentialities and to the limits that it evidences in the present state of the art, in which are very 

few the specific studies on the olive oil Italian market. Moreover, the combined use of software TSP 5.0 

and the immense information deriving from the type of data on hand, allows reaching to a synthesis of 

the characteristics of the single competitors characterizing of the distinctive variables. 

At last, the study has produced results relative at the Italian market of the quality oils with relative 

information at the level of every single producer, supplying useful indication for the organization of new 

business strategies. 



Estimating an Olive Oil Export Function for Tunisia 

Mouna MAALEJ and Salma ZOUARI 

Search Unity of applied economic, Univ. of Managerial and Economic Science in Sfax (Tunisie) 

mouna.maalej@fsegs.rnu.tn 

Olive Oil is traditionally one of the most important export sectors in Tunisia and represents a strategic 

product considering its economic, social and ecological advantages. Conscious of this role, Tunisia has been 

trying to restructure and modernize the sector at both production and trade levels. Several incitements to 

exporting and prospecting foreign markets have been decided and the monopoly of the National Olive Oil 

Office has since 1995 yielded the place to a liberalized market with more and more private exporters. These 

efforts generated an increasing export rate which reached 97% in the period 07-08 

But, supply is still marked by large fluctuations and the exports are forced by the production even though 

a possibility exists to play on the stocks. Tunisian exports performances are notably due to price 

competitiveness as shown by international exports prices. 

Tunisian exports are mainly destined to the European market with which Tunisia had in 2005 a 

preferential contingent free of customs duties. European imports of olive oil from third countries are 

governed by a special regime: The Active Perfection Traffic. In this context, the Tunisian exports in olive oil 

are assured principally in bulk. One can also note sensitive efforts of improvement of the quality. Crude oil 

is increasingly substituted with extra virgin oil. 

However, the dynamics of the olive oil world market is marked by the emergence of new exporters and 

consumers, the shift of the demand structure in favor of high quality oils and new arrangements 

concerning the liberalization of markets. Traditional producing and exporting countries like Tunisia have 

to deal with an increasing uncertainty and a more competitive economic context. Statistics show that 

Tunisia is progressively losing its world market share. 

Thus, we may wonder about the future of this strategic product for Tunisia. In the paper we: 

- Specify the variables that influence the Tunisian olive oil export demand from the European 

countries with reference to Armington (1969). 

- Analyze the relation that exists between these variables while estimating a function of export 

throughout the cointegration approach developed by Johansen (1988) and Johansen-Juselius (1990). 

- Do some forecasting for normative purposes. 

For the prospect, the model uses quarterly Eurostat data from 1995 to 2008. 

Main results suggest following conclusions 

- Export demand of Tunisian olive oil depends on the relative prices of Spain, Italy and Greece, the 

export of Italy out of Europe and the export of Morocco toward Europe. 

- Positive but little export elasticity toward partners means that the regime of the Active Perfection 

Traffic has a neglected effect upon the export potential of Tunisia. 

- Negative price elasticity for Spain suggests that it is suitable to reduce production costs and to 

modernize the olives triturating conditions to promote the exports to Spain. 

- Positive export price for Italy and Greece. There, markets share is obtained from off-price 

competitiveness and is based on the quality of the product. 




Economic and Organisational Aspects of Olive Growing in Calabria. 

Francesco Saverio NESCI , Massimo BALDARI, Maria Cristina DE SALVO 

DiSTAfA, Università degli Studi Mediterranea, Reggio Calabria 

francesco.nesci@unirc.it, massimo.baldari@unirc.it, cristina.desalvo@unirc.it 

The cultivation of olive trees in Calabria has its roots in antiquity and can be traced back to 3000 years BC, 

well before the settlement of Greek colonies in Sibari and Crotone. The Greeks however, take the credit 

for the organisation, expansion and diffusion of olive-growing not only in the flourishing colonies of the 

Ionian coast (Sibari, Crotone, Locri) and Tyrrhenian coast (Gioia Tauro, Rosarno, Oppido Mamertina) but 

throughout the entire Mediterranean area. 

The activity of olive-growing is currently spread throughout the whole Calabrian territory and is most 

highly concentrated in the Sibaritide and Lamentino areas, around the Piana di Gioia Tauro and in the 

areas immediately behind it which provide a bowl-like frame leading towards the ridges of the mountain 

feet. A satellite view of Calabria highlights the region’s highly irregular orography with its central, forestcovered 

Appenine ridge which either leads down to the narrow and frequently overbuilt strips of shore on 

the Ionian and Tyrrhenian coasts on either side of the region or acts as a natural amphitheatre to the few 

local flatlands. By examining how soil in the region is occupied, with specific regard to the olive tree, it is 

possible to observe how its cultivation develops around the inhabited area of Cosenza and, following the 

course of the river Crati, continues until the Piana di Sibari which it outlines climbing back up along the 

ridges of the Pollino on one side and heading down towards the Ionian coast on the other. The cultivar 

used (Dolce di Rossano, Roggianella, Cassanese) and the systems of cultivation employed, produce a high 

quality oil which has been recognised with the DOP award. In the Crotone area, olive trees – 

predominantly the Carolea cultivar – are concentrated in the area around Alto Marchesato, and their 

product has also received the DOP award. At the region’s narrowest point where there is least distance 

between the two seas, olive trees are found on both coastal strips but are most highly concentrated 

towards the Lamentino area where they can be found as much in the inland areas as along the relief areas 

around the plain. The entire territory is characterised by flourishing agriculture and the oil produced from 

the Carolea has been rewarded with the DOP. Past the promontory of Mount Poro which divides the 

Catanzarese and Reggino provinces and absorbs the province of Vibo Valentia where olive trees are 

under-represented, is the Piana di Gioia Tauro. Here olive cultivation is characterised by the large size of 

the Ottobratica and Sinoplese plants; aesthetically pleasing and with a high level of productivity respect to 

the regional average but in terms of the oil produced require substantial interventions in order to reach 

even the minimum level of quality required for the prevalent lampante category. Continuing along the 

Ionian side, the cultivation of olive trees is evident throughout with Carolea predominant in the 

Catanzarese area and other varieties such as Geracese in the Reggino area. The above varieties are also 

characterised by their large dimensions but in these areas the typical lack of humidity and the techniques 

employed have lead to the production of oil for which the procedures for the recognition of quality have 

already been initiated. 

The identification of clearly defined areas of production where the quality of the oil produced is closely 

linked to the systems of cultivation and harvesting, particularly in relation to the size of the plants, has 

lead to the surveying of a proportional number of structures, both traditional and intensive, in order to 

identify the results of management and the impact of individual phases on the total cost of the production 

operation in the two types of structure. From the separation and subsequent re-grouping of the received 

data, it has been possible to identify 3 different “olive cultivation systems” in the region, with reference to 

the type of oil produced (lampante or quality) and to the level of innovation used with the intensive 

structures. They may be described as follows: 

- “Lampante system”: mainly concentrated in the Piana di Gioa Tauro (RC) but also found in many of 

the region’s marginal areas where structural and/or environmental conditions mean that techniques 

or strategies for the production of quality oil may not be employed. Plants are large and allowed to 

grow according to their natural shape, productivity is high and the olives are collected either from 

the ground once they have fallen naturally from the trees resulting in a large manual labour 

requirement or in a more efficient scenario using gathering nets spread out over the ground. The oil 

obtained is predominantly of the lampante category. 



- “Traditional quality system”: found in areas traditionally employed in the specialised production of 

quality oil namely: the Piana di Sant’Eufemia (CZ), the Piana di Sibari (CS) the northern part of the 

Crotone province (Alto Crotonese). The three recipients of the DOP award present in Calabria 

(Lamezia, Bruzio, Alto Crotonese) are found here. Trees are often secular but cultivated following a 

rational trimming criteria. Olives are picked directly from the tree, often using specific “shaking” 

machines and gathering nets. The oil produced is mainly of the extra virgin type. 

- “Innovative system for olive cultivation”: visible in all intensive agricultural areas, it has developed 

form the 1990s and relates to a high density model (300-400 trees/ ha) grown with imposed size limits, 

irrigated and considering an approximately 40-year investment cycle. Manual or mechanised systems 

harvest the olives directly from the trees and the quality of the oil produced is always extra virgin. 

The methodology of the survey has provided for the gathering of data from 20 structures for each type of 

“system” in the most representative areas of the region and therefore the production cost per hectare and 

economic margins have been calculated from the difference between the GSP and the cost of production. 

Following the gathering of management analysis data, 15 of the 20 olive groves defined as employing 

“innovative olive cultivation” were subjected to an evaluation of the cost-effectiveness of their 

construction through the analysis of financial costs and benefits (ACB) also referred to as analysis of the 

expected cash flow (DCFA). The selection of structures to examine was determined by the possibility of 

gathering reliable technical and economic data required for the analysis of the different structural phases, 

increases in production and consistent average production. 

The analysis carried out has shown how olive cultivation in Calabria is often penalised by geographical, 

structural and organisational problems namely the irregular orography, extreme fracturing of businesses and 

a lack of inclination towards innovation, business, groups and networks. From the results of our research it is 

clear that in order to allow for the economic development of each structure the employment of modern and 

efficient techniques for their improvement is fundamental. Increased mechanisation - from the trimming to 

the harvesting phases – by adapting the tree to the machine and not vice-versa will result in the reduction of 

costs and improvement of quality and therefore an increase in deductible earnings. 

The economic results of management identified in the research suggest that net margins are variable 

according to the type of olive cultivation examined: for the “lampante” system, margins are almost 

inexistent, in the “traditional quality” they are close to €2,000/ha and are higher still for new structures 

focussed on intensive olive cultivation which are desirable wherever orographic, economic and 

organisational conditions permit. 

With regards to the financial evaluation of investments in structures for intensive olive cultivation, our 

analysis highlights the attractiveness of investments with an average NPV with specific reference to 

surface area as they remain positive despite the possibility of variation according to the various discount 

rates and price levels that have been considered. 

From the models observed in relation to indicators of financial advantageousness with respect to different 

market prices, a base price of €3,50/kg for extra virgin olive oil can be set in order to make any financial 

investment attractive. With oil prices are above €4,00/kg, the IRR shows values which are higher than (or 

at least satisfactory compared to) current taxes or earned through alternative or competitive investments. 

The results of the analysis carried out show that “choosing” to operate innovate structures in olive 

cultivation requires significant financial investment which only becomes economically acceptable in a 

context characterised by both vocational advantages of the production location and the possibility to 

compete in the marketplace through the recognition of the product’s value, requiring the definition and 

the initiation of a common strategy for the operators in each different stage of the production chain. 

The situation regarding possible interventions for each structure becomes even more complex when 

taking into consideration all the phases of the production chain, characterised by a vast number of 

problems and where each product has its own specific market position and production process which may 

be improved through specific joined-up and separate actions. Quality extra virgin olive oil falls into this 

context as it allows good economic margins although it is useful to remember that this specific segment 

currently represents only a limited part of the complex Calabrian oil market. 

Common objectives to pursue can therefore be defined as competitiveness, quality, technical innovation, 

concentration of the offer, improvement of perceived commercial value and whatever else required by 

the specific context as long as there is a common desire for the creation of business opportunities and 

exchanges rather than what may be traditionally defined as simple agricultural activity which is becoming 

increasingly obsolete and risks alienation from the market due to the increasingly strong competition at 

both national and international levels. 







3.45 - 5.15 pm 

Session 3a 

PRICE and ORGANIZATION 


INNO’VIN: un cluster en mal de labellisation 

Marie-Claude BERGOUIGNAN 

GREThA, Université Bordeaux IV - FR p. 38 

Changing Geographical Indications of Prosecco: Chances, Risks or Threats 

Luca ROSSETTO, Vasco BOATTO, Luigino BARISAN 

Research Center for Viticulture and Oenology, U. Padova, IT p. 39 

Degree of Development and Competitiveness 

in the Wine Sector in EU Member States 

Mario D’AMICO, Gabriella VINDIGNI, Gioacchino PAPPALARDO 

University of Catania - IT p. 39 

Struttura e competitività dell’industria grappicola siciliana 

Alberto FORTE, Giulia NICOLETTI 

Università di Palermo - IT p. 40 

Le rôle des comités interprofessionnels viticoles 

dans la promotion des AOC : l'exception champenoise 

Hervé LANOTTE , Aurélie DELUZE 

CRIISEA, Univ. d’Amiens; OMI, Univ.Reims - FR p. 40 

What are the Drivers of Wine Prices 

Nikolaos VLASTAKIS, Raphael N. MARKELLOS, Costas SIRIOPOULOS 

Athens Univ. of Economics and Business; Univ. of Patras - GR p. 41 

Wine Production in Québec and the Price-Quality Relationship 

J. François OUTREVILLE 

HEC Montréal - Université de Montréal, Québec - CN p. 41 



INNO’VIN: un cluster en mal de labellisation 

Marie-Claude BERGOUIGNAN 

GREThA UMR 5113, Université Bordeaux IV 

marie-claude.bergouignan@u-bordeaux4.fr 


Plusieurs tentatives de labellisation 

Le projet de pôle de compétitivité « Bordeaux-Aquitaine Inno’Vin », déposé en juillet 2006, avait 

l’ambition de renforcer la place de « leader mondial du cluster des vins de Bordeaux dans la production et 

le négoce de vin, et sa compétitivité à l’échelle nationale et internationale, grâce aux partenariats 

entreprises / recherche / formation ». Ce premier dossier, le seul projet français de pôle de compétitivité 

axé sur le vin, se verra rejeté. Ce qui ne manquera pas d’étonner observateurs externes et acteurs de la 

filière. Ce qui a été vécu comme un échec a été suivi d’une période de repli vis-à-vis d’un nouveau projet 

de pôle de compétitivité. Dans le même temps, les acteurs de la filière se focalisent sur le renforcement 

de la compétitivité de la filière. Ils procèdent à la rationalisation de l’organisation interne des entreprises, 

notamment via le recours à des opérations de fusions acquisitions, et à des ajustements commerciaux en 

relation avec les évolutions réglementaires de l’OCM-Vin. On notera que ces reconfigurations prolongent 

des reconfigurations antérieurement mises en œuvre. L’année 2009 verra renaître un projet de pôle de 

compétitivité. Elle sera marquée par des hésitations allant de l’éventualité d’une demande de colabellisation 

avec Languedoc-Roussillon, à la perspective, finalement retenue, d’un cluster aquitain ne 

recherchant pas spécifiquement la labellisation. Inno'Vin, maintenant rebaptisée « cellule de transfert 

technologique de la région Aquitaine », aura pour objectif de « rapprocher les mondes de la recherche et 

de l'entreprise et de fédérer les acteurs du vin et de la vigne autour de projets de R&D ». 

Concept de référence : le cluster 

Le concept de pôle de compétitivité puise à la référence théorique du cluster (Porter, 2000). Le cluster est, 

tout d’abord, une représentation privilégiée du territoire exprimant les modalités spontanées de mise en 

oeuvre de l’activité économique et de la compétitivité des lieux où il se construit. Il est, aussi, une stratégie de 

politiques publiques visant à améliorer la performance économique et de compétitivité d’un ensemble 

économique et territorial donné. Ces deux dimensions fondent la distinction entre cluster spontané et cluster 

organisé (Mytelka et Farinelli, 2000), ce dernier envoyant à la politique des pôles de compétitivité. 

Bien qu’ayant vocation à l’universalité, le concept doit prendre en compte la diversité des territoires, qui 

renvoie à la multiplicité des spécialisations sectorielles, mais aussi à la spécificité des dynamiques locales 

de production et d’interactions entre les acteurs, constitutives du territoire. Les clusters du vin ont tout 

d’abord été analysés en termes d’effets de proximité géographique (Boschma, 2005). La crise vitivinicole 

été l’occasion de distinguer cluster technologique du Nouveau Monde, basé sur le cépage, et cluster 

fondé sur le terroir de l’Ancien Monde (Ditter, 2005). Dans cette perspective, le cluster des vins de 

Bordeaux, présenté comme l’archétype des clusters de terroir, se devrait de se redynamiser en s’inspirant 

des best practices du Nouveau Monde. 

Objectifs de la communication : 

1 – mettre en évidence que si le cluster des vins de Bordeaux s’est construit autour d’une forte identité 

territoriale, elle ne le définit pas exclusivement. Les tensions, internes et externes, liées notamment aux 

mutations des marchés internationaux des vins qui se sont produites au cours de la décennie 90, ont 

provoqué dès cette période d’importantes reconfigurations combinant la réaffirmation de la référence au 

terroir avec les dimensions renouvelées de l’innovation et de la compétitivité. 

2 – analyser les difficultés de passage de l’état de cluster spontané à celui de cluster organisé (pôle de 

compétitivité). Nous tenterons, dans une perspective institutionnelle, de relier les analyses récurrentes in use de 

l’excessive segmentation des vins de Bordeaux et de leur manque de lisibilité sur les marchés internationaux aux 

divergences d’intérêt et aux préoccupations stratégiques des acteurs de la filière. Il en résulte une certaine 

incapacité à dépasser les divergences territoriales et à définir des modalités de gouvernance commune. 

3 – relativiser « l’échec » de ce projet de labellisation en mettant en relief les limites de cette politique 

publique dans le cas du cluster des vins de Bordeaux. La politique des pôles de compétitivité est-elle 

intéressante pour le secteur vitivinicole Les gains potentiels des clusters existent bien, notamment vis-à-vis 

de la promotion de projets en R&D. Mais l’organisation de la R&D et les formes d‘innovation cadrent-elles 

avec les présupposés de la politique des pôles de compétitivité En occultant l'importance des innovations 

organisationnelles et de certains domaines institutionnels clés, le rapprochement local des entreprises et des 

acteurs de la formation et de la recherche (Bouba-Olga et Ferru, 2008) ne peut résoudre les problèmes 

rencontrés par certains acteurs, pas plus qu’il ne peut répondre aux enjeux de gouvernance de la filière. 



Changing Geographical Indications of Prosecco: Chances, Risks or Threats 

Luca ROSSETTO, Vasco BOATTO, Luigino BARISAN 

Research Center for Viticulture and Oenology (Cirve), University of Padova, Italy 

vasco.boatto@unipd.it 

Recently, Prosecco wine industry has dramatically increased. Wine producers were able to exploit 

successfully opportunities coming from both the supply and consumer appreciation (Boatto et al., 2008; 

Boatto et al., 2009). More recently, this success has been accomplished by an increasing competition on 

both domestic and international markets. Indeed, a lack in regulations on production, especially on the 

management of geographical denominations of origin (DOs), and the CMO wine reform are endangering 

not only the market settlement but also the value of Prosecco terroir. While the consistency of DOC 

producers have reinforced the value of Prosecco terroir over time, the strategic behaviour of competitors 

out the traditional production area, may lead to the tragedy of the Prosecco as collective brand. 

In July 2009, the DOs have been strongly reformed: i) the Prosecco area has been unambiguously defined 

by introducing a new DOC while the previous one has been replaced by the DOCG; ii) the name Prosecco 

has also been restricted to wine coming from that area only. This reform is supposed to further protect 

the value of Prosecco brand but there a dangerous threats since the Prosecco area have been significantly 

extended and the management of DOs is not yet clear. Theoretically, the theory of clubs may give some 

hints in managing DOCG while the enforcement through a central authority may be the exit strategy for 

the management of new DOC. 

In this paper both hypothesis have been investigated. The existence of a club, in the Conegliano 

Valdobbiadene historic production area, is analyzed through a NPC model (Corain and Salmaso, 2004) 

following the SCP approach (Caves, 1992; Carlton and Perloff, 2005) while effects of introducing the new 

DOC have been forecasted. To be conservative, the second hypothesis has been evaluated assuming that 

Prosecco entrants behaves as existing ones. Results of NCP analysis confirm the significance of the Club 

while forecasts about the increasing supply production and effects on prices are consistent with the 

tragedy of commons scenario. 

Eventually, the change in DOs should be accomplished by actions safeguarding the value of Prosecco as 

collective brand. This requires a conversion of overall historic producers from DOC to DOCG more 

restricted wine production and while the control over DOC producers should be strongly enforced. 

Keywords: Prosecco, denomination of origin, non parametric model, club goods, tragedy of commons. 

Degree of Development and Competitiveness 

in the Wine Sector in EU Member States 

Mario D’AMICO, Gabriella VINDIGNI and Gioacchino PAPPALARDO 

University of Catania 

mario.damico@unict.it, vindigni@unict.it, gioacchino.pappalardo@unict.it 

Wine production plays a primary role in the agricultural activity of most wine-producing EU Countries, 

making a considerable contribution to the value of final agricultural output. However, total wine 

consumption has been decreasing due to the increased consumption of quality wines and the 

introduction of market tools to prevent overproduction. 

An overview of key factors that are essential for a proper understanding of EU wine sector are presented, 

such as the structurally unbalanced market situation, the continuous decline in consumption, the 

progressive loss of competitiveness and the complexity of the legal framework. 

The paper seeks to analyses the development of the EU wine sector in the last 20 years with special 

attention to evolution in wine areas, wine yields, consumption trends and trade balance. On the basis 

different data sources (FAO, EUROSTAT, ISMEA and FADN) a numbers of indicators will be drawn for 

setting the scientific bases of policies and development strategies to increase competitiveness in the wine 

sector among different EU countries (EU-15). 




Struttura e competitività dell’industria grappicola siciliana 

Alberto FORTE, Giulia NICOLETTI 

Università di Palermo 

alberto.forte@unipa.it, giunipa@libero.it 

Nell’ambito della produzione vitivinicola, va assumendo un ruolo sempre più rilevante la produzione di 

distillati dei sottoprodotti del vino ed, in particolare, di grappe di qualità, favorita dall’eliminazione delle 

forme di distillazione obbligatorie e di crisi. I dati disponibili, infatti, evidenziano, nonostante il calo dei 

consumi pro capite di alcol, un progressivo aumento di forme di distillazione di prodotti di pregio quale, 

appunto, quella relativa alla distillazione di grappe (si è passati da 82.000 Hn di grappa, nel 1999 a 135.000 

Hn, nel 2007). Secondo le più recenti stime, la produzione nazionale annuale media di grappa è pari a 

122.800 Hn, corrispondenti a circa 41 milioni di bottiglie da 700 ml, che rappresenta il 40,6% della 

produzione nazionale di grappe ed acquaviti, con fatturato che supera i 600 mln. di euro, pari a circa 15 

euro a bottiglia. In tale contesto. Le 355 aziende imbottigliatrici che operano nel settore vitivinicolo 

siciliano, nella campagna 2008/2009, hanno, infatti, prodotto 1.029.115 q.li di vinaccia e 55.420 q.li di 

feccia. Di questi, allo stato, solo una piccola parte viene impiegata dalle otto aziende distillatrici per la 

produzione di grappa di qualità. La produzione di qualità è stata fortemente favorita dal recente 

riconoscimento, da parte del Parlamento Europeo dell’IGT “Grappa Sicilia” e “Grappa Marsala”. I presente 

progetto di ricerca, si prefigge l’obiettivo di studiare la struttura e la competitività dell’industria della 

grappa siciliana; a tal fine, si analizzeranno i relativi processi di produzione, analizzando in particolare i più 

recenti percorsi di innovazione tecnologica connessi al sistema di stoccaggio delle materie prime ed alla 

distillazione del prodotto. Si analizzeranno, poi, i dati di produzione e i mercati di destinazione finale della 

grappa, rilevando ed elaborando dai siti di informazione statistica i dati relativi alla produzione e al 

commercio internazionale delle grappe. Utile sarà, al fine di individuare nuovi potenziali mercati di 

sbocco, confrontare i dati disponibili per la Regione Sicilia con i dati del commercio italiano disaggregati 

per paese di destinazione. Infine, saranno valutati e monitorati i prezzi medi dell’imbottigliato per 

tipologia, le etichette prodotte ed i premi conseguiti. 

Le rôle des comités interprofessionnels viticoles dans 

la promotion des AOC : l'exception champenoise 

Hervé LANOTTE, Aurélie DELUZE 

Université d’Amiens CRIISEA EA 3908; Université de Reims OMI EA2065: 

herve.lanotte@u-picardie.fr, aurelydeluze@yahoo.fr 

Cet article s'appuie sur une enquête réalisée au cours de l'année 2008 auprès de 17 interprofessions 

viticoles françaises. Les données recueillies ont été complétées par une analyse des rapports d'activités de 

ces différents comités interprofessionnels et par de nombreux entretiens et échanges téléphoniques. 

Après avoir rappelé leurs différentes missions, nous montrons que ces interprofessions n’utilisent pas de 

la même façon les moyens financiers qui leur sont alloués. Si les budgets destinés à la 

promotion/communication restent dans l’ensemble prépondérants, des stratégies bien distinctes 

semblent se dessiner. Une analyse factorielle exploratoire fait ainsi émerger six variables permettant une 

représentation sur un plan dont les deux dimensions explicitent clairement des modes de gouvernance 

fondamentalement différents. Nous prolongeons notre étude par une classification hiérarchique 

ascendante. Cette dernière permet de dégager une taxinomie en quatre catégories d’interprofession 

viticole selon notamment la proportion du budget affectée aux missions de promotion/communication et 

à la recherche technique. Le Comité interprofessionnel des Vins de Champagne, en raison de ses 

caractéristiques atypiques, forme une cinquième catégorie très éloignée. Nous terminons ce papier par 

une discussion des catégories obtenues en montrant les divergences respectives quant aux stratégies 

promotionnelles mises en œuvre. 

Mots clés: Investissements publicitaires, interprofessions viticoles françaises, marché champenois. 



What are the Drivers of Wine Prices 

Nikolaos VLASTAKIS 1 , Raphael N. MARKELLOS 2 , 

Costas SIRIOPOULOS 3 

1 , 2 Athens University of Economics and Business, Greece; 

3 University of Patras, Greece 

markel@aueb.gr, siriopoulos@upatras.gr 

No nation is drunken where wine is cheap, and none sober where the dearness of wine substitutes ardent 

spirits as the common beverage. 

Thomas Jefferson (1743 - 1826) 

Although wine prices affect directly or indirectly several individuals, industries and investment portfolios, 

little is known about the factors that systematically affect wine prices. We analyze the Liv-ex 100 Fine 

Wine Index against a variety of economic and financial variables in order to understand the drivers of 

prices for a diversified portfolio of ‘blue-chip’ wines. Our approach employs several modern econometric 

methods such as unit root testing, correlation analysis, PCA, Granger-Causality tests, cointegration 

analysis and error-correction modeling. 

Wine Production in Québec and the Price-Quality Relationship 

J. François OUTREVILLE 

HEC Montréal - Université de Montréal, Québec, Canada 

J-francois.outreville@hec.ca 

Are they wine producers in Québec This question is not a joke. The number of producers increased from five 

in 1985 to ten times more in 2008. The wine consumption in Québec over this period has also grown rapidly 

with an increased interest for quality wines. Although the Québec wine sector remains small and practically 

does not generate any income outside the province, the growth in the number of producers and wines 

proposed may continue as a part of this quest for diversified products in terms of quality and price. 

It is only in 1985 that the first wine growers obtained the right to sell their production. In this paper we 

will describe wine production in Quebec in terms of geographical conditions and types of vines produced. 

We will also examine the growth of the sector over the past 15 years. The growth of supply is related not 

only to the number of producers but also to the increased varieties and quality of wines proposed. 

The purpose of the paper is also to analyze one aspect of the competition among wine producers, i.e., the 

relationship between firm’s price strategies (positioning) and factors explaining this position in the 

market. An index of relative firm position in the market based on relative prices has been calculated and 

we demonstrate that a high price strategy is inversely related to the number of wines produced and the 

age of the firm. An analysis of the price-quality relationship is developed and the last section discusses the 

limits and possible extensions of the analysis. 

Keywords: Wine production, Price index, Price-quality relation 

JEL classification: L11, L15, L66, D21 







3.45 - 5.15 pm 

Session 3b 

O LI VE OIL CO M SUMPTION 


Using Best-Worst Scaling Method to Explore 

Consumers' Preference of Olive oil 

Sihem DEKHILI, Eli COHEN, Lucie SIRIEIX 

Univ. Strasbourg; Ben-Gurion Univ.; Montpellier SupAgro - FR p. 44 

Studying Purchasing Behavior of Tunisian Olive Oil Consumers 

Nadhem MTIMET, Lokman ZAIBET, Chokri ZAIRI, Hamida HZAMI 

Ecole Supérieure d'Agriculture de Mograne, Zaghouan - TN ; 

International Livestock Research Institute (ILRI), Nairobi - KE p. 44 

The Determinants Factors of Consumption 

of Organic Olive Oil in Catalonia 

Ahmed YANGUI, José M. GIL, Montserrat COSTA-FONT 

CREDA-UPC-IRTA; - ES p. 45 

The Determinants of the Consumer Demand for Olive Oil 

Anna-Maria DI TRAPANI, Enrica DONIA 

ESAF, SEAF, Palermo University - IT p. 46 

Brands of Protection of Olive Oil in Sicily 

Economic Reflections and Marketing 

Pietro COLUMBA, Ylenia OLIVERI, Dario SIGGIA, Giovanni Paolo TUMMINELLO 

ESAF, Univ. di Palermo - IT p. 46 




Using Best-Worst scaling Method to Explore 

Consumers’ Preference of Olive Oil 

Sihem DEKHILI, Eli COHEN, Lucie SIRIEIX 

CESAG, EM Strasbourg Business School, University of Strasbourg; Ben-Gurion University 

of the Negev and University of South Australia; Montpellier SupAgro 

sihem.dekhili@urs.u-strasbg.fr; elico@bgu.ac.il, eli.cohen@unisa.edu.au, sirieix@supagro.inra.fr 

This study uses olive oil attributes to evaluate the quality cues that influence consumers in their choice of 

olive oil. We compared the olive oil attributes that the Tunisians and French consumers use to make a 

choice. A sample of 245 consumers in the two countries was used and 13 quality attributes were 

implemented for the comparison. These attributes are: country of origin, the region, brand name, olive 

variety, taste, ‘extra virgin’ label, color, appearance, package, the producer, ‘organic’ label, appellation 

label (AOC) and the price. We applied Best-Worst (BW) scaling method in order to measure the relative 

importance of the olive oil attributes as this approach has the advantage of better discrimination among 

the attributes. Furthermore, the BW scaling method was reported as a better tool for scaling while 

comparing different cultures. The best-worst scaling method simply asks consumers to look at sets of 

attributes (or other factors) to be compared and choose from each set the best/most favorable and the 

worst/least favorable. A simple count and manipulation results in a single preference scale, the 

differences are actual distances along a preference scale, and statistical analyses could be implemented to 

the BW differences. 

Results show that the ‘taste’ of the oil was the most important quality signal for consumers in France and 

in Tunisia. However, French consumers tend to choose olive oil based on official signals while the Tunisian 

consumers lean mainly on origin cues. From managerial and marketing perspective, this research helps to 

provide practical recommendations for adequate policies in order to promote olive oil at national and 

local level, and identify those subgroups that might be receptive to such policies. The samples of 

consumers do not represent the population of olive oil consumers in each country. However, the BW 

method and the applications outlined in this paper present an approach that can be used to measure 

consumers’ preferences mainly in cross national context. 

Studying purchasing Behavior of Tunisian Olive Oil Consumers 

Nadhem MTIMET 1 , Lokman ZAIBET 2 , Chokri ZAIRI 1 , Hamida HZAMI 1 

1 Ecole Supérieure d’Agriculture de Mograne, Zaghouan, Tunisia ; 

2 International Livestock Research Institute (ILRI), Nairobi, Kenya 

mnadhem@hotmail.com, l.zaibet@cgiar.org, zairi@squ.edu.com, hbhzami@yahoo.com 

This paper is, to our best knowledge, a first investigation of Tunisian olive oil consumer behaviour by the 

use of the conjoint analysis technique. A face to face questionnaire was designed and administered in 

Tunis City, to conduct the conjoint experiment with regard to the following attributes: olive oil type, taste, 

colour, packaging, region of origin, and price. Three econometric models were used in the analysis: 

Conditional Logit (CL), Ordered Logit (OL), and Rank Ordered Logit (ROL). Based on the models estimates, 

willingness to pay (WTP) for product attributes were evaluated. The main results indicate that OL model 

followed by ROL model show better estimates in comparison to the traditional CL model. Regarding the 

olive oil type, consumers have higher preferences for extra-virgin olive oil, followed by virgin and then 

olive pomace oil. Tunisian consumers have higher probabilities to buy a green coloured olive oil with 

strong flavoured taste. Consumers, however, were found to prefer buying bulk rather than bottled olive 

oil. The region of origin attribute did not show significant effect in consumers’ purchasing decision. WTP 

estimates indicate that consumers are willing to pay more than 2.5 dinars/litre (1.5 euro/litre) to switch 

from olive pomace oil to extra-virgin olive oil, and about 2 dinars/litre (1.13 euro/litre) to switch from 

olive pomace oil to virgin oil. 

Keywords: Olive oil, Tunisia, Consumer behaviour, Conjoint analysis, WTP. 



The Determinants Factors of Consumption of Organic Olive Oil in Catalonia 

Ahmed YANGUI, J.M. Gil and M. COSTA-FONT 

CREDA-UPC-IRTA, Edifici ESAB, Barcelona, Spain 

ahmed.yangui@upc.edu 

The Worldwide area devoted to organic agriculture trebled from1999 to 2007. This production expansion 

has been particularly important in the case of Europe where the total million hectares planted in organic 

agriculture grew from 0.55 to 7.8 (Willes y Yussefi, 2008). The rise in organic production has been 

accompanied by an increase in organic food demand. However, this demand growth presents crosscountry 

disparity within Europe. In fact, Switzerland, Denmark, Germany and Sweden have an important 

market devoted to organic food, ranging between 5 and 10% of its food budget, whereas in the case of 

Spain it represents only 0.7%. Hence, it can be said that for Spain market shares still remains quite small. 

However, there is a growing interest on both the implications of intensive agricultural production on the 

environment and the impact of diet on health. Furthermore, there is a great confusion among consumers 

regarding to the concept of organic agriculture, and its certification guarantees. 

Therefore, the main objective of this study consists of a deeper understanding of the determinants that 

delimitate the Spanish demand for organic food, in general, and olive oil, in particular. We intend to 

answer some specific question as: the extend to which consumers understand the implications of organic 

food or organic production in the olive oil case; whether they have a positive or negative perception of 

organic olive oil; whether they are willing to pay for organic olive oil; the importance of the way of 

production, (e.g. organic, conventional, etc) versus origin of the product (eg, locally produced, imported, 

etc); and finally the extent to which consumers’ attributes shush as gender, age or income can effect 

consumers purchase intentions towards organic food. To achieve these objectives, a discrete choice 

experiment was conducted by means of 400 surveys in the Spanish region of Catalonia. Catalonia has 

been chosen to implement the current study because of its high organic food industry and particularly 

because of the scarcity, if not absence of such studies in the region. 

The results indicate the following. First, the market of organic olive oil in Catalonia is a relatively small 

market. Second, little information and hardly any interest in learning about such products exist. 

Specifically, lack of knowledge by the majority of respondents in relation to the term organic farming and 

its logo has been noticed. Ultimately, the determinant factor in the purchase of extra virgin olive oil in 

Catalonia is mainly the origin of olives, particularly appreciation of the Catalan origin and quality. This 

study argues that though Catalan consumers recognize the benefits associated with organic olive oil, they 

do not value its quality as they do in the case of olive oils with Protected Designation of Origin (PDO). 




The Determinants of the Consumer Demand for Olive Oil 

Anna-Maria DI TRAPANI, Enrica DONIA 

Dpt of Economics of Agroforestry Systems (‘ESAF’), 

Dpt of Business and Financial Economics (‘SEAF’) - Palermo University - 

dtrapani@unipa.it, donia@economia.unipa.it 

The olive tree is a typical Mediterranean plant that has always characterized its landscape. Over 85% of 

the Italian olive production is obtained in Southern Italy regions. In these economic disadvantaged 

regions, olive-oil production plays a vital role in socio-economic development. Olive oil is also a primary 

health food in the Mediterranean diet. 

The Italian olive cultivation and the Sicilian in particular, despite its fundamentally important role, in 

recent years has faced increasingly fierce competition; the crisis mainly stems from a boosted competition 

from olive oil produced in other countries, inside and outside the EU. 

In our globalization age the issues concerning the safeguard and development of the rural areas also 

require taking into account market demand. The olive oil market is an important income source for the 

Italian economy and even more for the Sicilian one; therefore the analysis of the potential and actual 

consumer demand is of great interest. The consumer survey carried out in the city of Palermo fulfills this 

purpose. The aim of this study was to examine consumption among Palermo inhabitants to investigate 

their preferences and purchase places, test their knowledge and understand their reasons for buying oils 

different than the Sicilian, especially with regard to particular consumption linked to quality certification. 

Finally the study allowed singling out the variables on which companies should target their marketing 

strategies to revitalize production. 

Brands of Protection of Olive Oil in Sicily: Economic Reflections and Marketing 

Pietro COLUMBA, Ylenia OLIVERI, Dario SIGGIA, Giovanni Paolo TUMMINELLO 

Dipartimento di economia dei sistemi agro-forestali, Universita’degli studi di Palermo 

pico@unipa.it, yleniaoliveri@virgilio.it, dsiggia@unipa.it, giovannitumminello@unipa.it 

This work aims to analyze the evolution of the sector olive oil, for oil production in the last decade in the 

Sicilian territory. 

In recent years, as shown by the ISTAT data, there was a growing trend in Sicily in relation to areas with 

olive trees submitted to certification of quality (DOP and IPG). 

Specifically, mappings will be made throughout the region and comparisons between companies 

subjected to certification of quality (DOP and IPG) and companies that do not receive such certification. 

The objective of this research is that of valuing if the certification of quality leads to adherent companies, 

improvements in income and market opportunities. 

The method used will be based in the elaboration of corporate economic parameters measured by 

questionnaires administered to business people located in the area concerned by the study. 




5.30 - 7.00 pm 

Session 4a 

R E P UTATION 


The Economics of Collective Reputation: minimum Quality Standards, 

Vertical Differentiation and Optimal Group Size 

Stefano CASTRIOTA, Marco DELMASTRO 

Univ. di Trento and Euricse; 

Autorità per le Garanzie nelle Comunicazioni - IT p. 48 

Good Will or Good Wine Napa versus Sonoma County Wines 

Steven S. CUELLAR , Marianna CLAPS 

Sonoma State University - US ; Univ. of Florence - IT p. 49 

Determinant Factors in Reputation of Wines 

Analysis of Wine- Production in Central Italy 

Isabelle BAILET, Francesco DIOTALLEVI, Andrea MARCHINI 

Università degli Studi di Perugia - IT p. 50 




The economics of collective reputation: minimum qualitystandards, 

vertical differentiation and optimal group size 

Stefano CASTRIOTA, Marco DELMASTRO 

Università di Trento and Euricse; Autorità per le Garanzie nelle Comunicazioni 

stefano.castriota@unitn.it, m.delmastro@agcom.it 

The literature on collective reputation is still in its infancy. Despite a number of valuable theoretical works 

studying the process of collective reputation building, due to data limitations there are no studies testing 

the determinants of group reputation. This work represents a first empirical step in this direction. Control 

variables range from the context in which firms operate to the quality standards set by the coalition, from 

the variables measuring the vertical and horizontal differentiation to the characteristics of the group. Our 

research provides empirical support in favor of the usefulness of compulsory and voluntary quality 

standards. Furthermore, it shows that the relationship between group size and collective reputation is 

non-linear: free entry may be not optimal since above a certain number of producers the group 

reputation declines due to free-riding problems. 

Keywords: Collective reputation, cooperation, quality standards, wine, denominations. 

JEL Numbers: L14, L15. 



Good Will or Good Wine Napa versus Sonoma County Wines 

Steven S. CUELLAR 1 , Marianna CLAPS 2 

1 Dpt of Economics, Sonoma State University; 

2 Dpt of Agricultural Economics and Land Resources, University of Florence 

Steve.Cuellar@Sonoma.edu, Marianna.Claps@Unifi.it 

Perceptions matter. In a market characterized by incomplete information, consumers will seek signals of a 

products quality. These signals include: Price, brand, region, ratings, and prior experience. How consumers 

interpret these signals determines whether and how much they are willingness to pay for the respective 

product. Consider for example price. While in blind tastings, consumers did not view more expensive 

wines to taste better, when told a wine is more expensive, consumers consistently rated wines perceived 

as more expensive as better than wines perceived as less expensive. Moreover, even in the face of more 

complete information, for example actual tastings, consumers used external signals such as price and 

country of origin, to evaluate wines more than their own actual evaluations from tastings Clearly, 

perceptions play an integral role in both the decision to purchase and hence their willingness to pay for 

products. Along these lines, this paper seeks to answer a simple question, “Are consumers willing to pay a 

premium for wines produced in Napa County over similar quality wines from Sonoma County” To answer 

this, we construct a unique data set used to estimate a hedonic price function controlling for varietal, 

quality, promotional activity, brand and region. We concentrate on wines from Napa and Sonoma 

Counties only and examine purchases of glass 750 ML bottles of Cabernet Sauvignon and Zinfandel, the 

flagship varietals of Napa and Sonoma respectively. To control for quality we use ratings taken from Wine 

Spectator magazine. The Wine Spectator ratings are then integrated with US retail scan data of the same 

wines and used to estimate the ratings premium on the sample of wines as well as the price premium 

associated with wines of the same rating and varietal from Napa over equivalent wines from Sonoma 

County. The combined panel data set is then used to (a) estimate the marginal effect of ratings on the 

price of wine (b) estimate the regional premium of wines from Napa over equivalent wines from Sonoma 

County and (c) estimate the affect of brand on ratings, region and price. Using a fixed effects model to 

control for any unobserved heterogeneity, we find a positive and statistically significant affect of ratings 

on price. With respect to the Napa premium, we consistently find a positive and statistically significant 

premium for Napa Cabernet Sauvignon over Sonoma County Cabernet Sauvignon, although this premium 

diminishes with ratings score once we include brand and non-linear effects. For Zinfandels, the results are 

mixed. While we find a small but statistically insignificant premium for Napa Zinfandels over Sonoma 

Zinfandels in our simplest model, once brand and non-linear effects are included in the model we find a 

find premium for Sonoma Zinfandels ranked with score of approximately 85 and below and find a 

premium for Napa Zinfandels ranked above 85. 

The results of this study have implications to how wineries market their wines. That is, should a winery 

promote its brand, region or the score it received from Wine Spectator For Napa Cabernet Sauvignons 

with relatively low scores, consumers respond to regional and brand identification more than ratings 

score. However, as score rises, region becomes less important while brand and score become more 

important. For Napa Zinfandel, consumers respond to brand and ratings more than region. For wines from 

Sonoma, both Cabernet Sauvignon and Zinfandel consumers appear more sensitive to brand recognition 

than either region or ratings. 

Key words: Pooled Cross Section Time Series Analysis; Hedonic Prices, Brand Effects, Region Effects, 

Ratings Effect and Wine. 




Determinant Factors in Reputation of Wines 

Analysis of Wine-Production in Central Italy 

Isabelle BAILET, Francesco DIOTALLEVI, Andrea MARCHINI 


isabelle.bailet@unipg.it, francesco.diotallevi@unipg.it, amarchin@unipg.it 

At the present, Wine is considered as a symbol of quality, as a smart lifestyle, as a modern approach to 

consumption, able to join the pleasure in assess taste and quality in foodstuffs (or in this case in drinks) 

with the emotions strictly related to the tradition and to the culture of a specific territory. 

In the wine- universe, as for many other food products, is becoming more and more important the 

synergism between the agricultural production and some new “output” of this system, like the rural 

landscape, the rediscovery of old traditions or the cultural identity in rural areas. 

Hence, it seems important to think a wine market that consider this strong interaction between different 

systems (touristic, environmental, socio-cultural and others) strictly related to the wine one, in order to 

transfer to the consumers the suitable reputation created by all these factors. 

A very important role is submitted by the communication. A firm that aims to find a good position in the 

wine market needs to know what the consumer connects to a single type of wine, not only about taste 

and organoleptic aspects but also about the location, the environmental and landscape property, 

traditional techniques of production. Often all this aspects are guaranteed by the PDO. 

Aims 

The objective of this work is to underline which interactions between wine, territorial aspects and 

consumers, have the major impact in the creation of the reputation of the wine PDO existing in the 

Central Italian Regions. 

To reach this aim, the study of the reputation is applied at all the PDO label present in Central Italy 

through an intensive analysis of the wine sector in each Region and trough the application of a statistical 

approach to find which are the most important factors that influence the reputation of a specific PDO. 

Materials and Method 

The unit of the survey used to build the data base is the single PDO. For each PDO a set of variables is 

detected from several reference sources. All the variables can be classified into 3 main groups: 

1) Features about organoleptic aspects, chemical standards and techniques of productions (all these 

informations are available in each Production Disciplinary of the PDO); 

2) Socio-economic features of every single area of production 

3) Variables and indicators about the PDO reputation among the consumers (from an official wine guide) 

The results of this study have implications to how wineries market their wines. That is, should a winery 

promote its brand, region or the score it received from Wine Spectator For Napa Cabernet Sauvignons 

with relatively low scores, consumers respond to regional and brand identification more than ratings 

score. However, as score rises, region becomes less important while brand and score become more 

important. For Napa Zinfandel, consumers respond to brand and ratings more than region. For wines from 

Sonoma, both Cabernet Sauvignon and Zinfandel consumers appear more sensitive to brand recognition 

than either region or ratings. 

Key words: Pooled Cross Section Time Series Analysis; Hedonic Prices, Brand Effects, Region Effects, 

Ratings Effect and Wine. 




5.30 - 7.00 pm 

Session 4b 

OENOTOURI M 


Initiatives towards Wine Tourism Development in Greece 

Maria ALEBAKI, Olga IAKOVIDOU 

Aristotle Univ. Thessaloniki, School of Agriculture, 

Dept. of Agricultural Economics - GR p. 52 

The Productive District to Increase the Value 

of Sicilian Wine-growing Sector 

Vera Teresa FOTI, Domenico SPAMPINATO, Giuseppe TIMPANARO 

DISEAE, Univ. di Catania - IT p. 52 

The Relationship between Wine, Heritage and Tourism 

An Exploratory Farm Study 

Francesco Saverio NESCI, Donatella PRIVITERA 

Univ. “Mediterranea” of Reggio Calabria, DiSTAfA, Univ. Catania - IT p. 53 

Delivering Public Goods through Agriculture. 

Some Evidence from Viticulture in Veneto Region 

Francesco VANNI, Andrea POVELLATO 

Istituto Nazionale di Economia Agraria - IT p. 54 





Aristotle University of Thessaloniki, School of Agriculture, Department of Agricultural Economics 

mariale@agro.auth.gr, olg@agro.auth.gr 


For many years, wine has been highly associated with tourism, as in several cases it has become a motive for 

visiting a wine region. Realizing the multiple benefits that can be achieved via such linkages, many wine regions 

both in Europe and in the New World countries have encouraged the creation of synergies between the wine 

and the tourism industry. This mutual cooperation falls under the rubric of a growing form of leisure in wine 

regions, namely wine tourism. Gradually, over the last decades, wine tourism has been firmly established, not 

only in traditional wine producing countries, but in emerging ones as well, with great success. 

As far as Greece is concerned, although winemaking has a long history that dates back to the ancient 

times, wine tourism is still a recent phenomenon. Within this context, we endeavour in this paper to add 

to the limited data of the newly established wine tourism concept in Greece. In terms of tourism, the 

most important initiatives towards the promotion of the wine regions have a regional character. In 

particular, the study provides a review of the gradual evolution of wine tourism across several wine 

regions, which has been almost completely driven by the development of wine routes. Finally, data 

regarding the structure and the characteristics of the wine tourism market are also incorporated. 

Economic Evaluation of the Business Quality Systems 

in the Sicilian Wine Industry (through a Multivariate Analysis) 

Vera Teresa FOTI, Manuela PILATO, Giuseppe TIMPANARO 

Dipartimento di Scienze Economico-Agrarie ed Estimative (DISEAE), Università di Catania 

v.foti@unict.it, pilatomanuela@libero.it, giuseppe.timpanaro@unict.it 

This paper examines, quality in all its forms, from technical standards to certification, for some time an 

interesting subject both in the public and private sectors, given that it is considered an essential 

instrument to streamline production and management processes, to increase business competition, 

facilitating trade, etc.. In this case of, particular interest, is the adoption of the ISO (International 

Organization for Standardization) certification for quality management systems. These are voluntary 

agreements for all businesses, therefore the ISO is a helpful tool that meets both the requirements of 

business and the broader needs of society. 

The agrifood sector has started to pay attention to the ISO certification perceiving the strategic value, 

which provides confidence, reducing uncertainty and managing risk in a globalized world to achieve 

relevant International Standards, along with the adoption of product certifications. The quality of 

products (PDO, PGI, STG), biological and systematic preventive approach to food safety (Haccp). 

Voluntary standardizations provide appropriate measures to ensure business-to-business relations and 

also final consumers. Today, this theme is important for the Sicilian wine market which is experiencing a 

crucial phase of market requalification and repositioning with the adoption of quality systems. 

The aim of this paper is to understand if the Sicilian wine industry which has an ISO certification takes into 

account the degree of satisfaction after reaching a period of application of the implementation of 

certification standards. With regard to this, certified business have been provided with a specially 

prepared questionnaire and value judgements have been collected (assigning grades), on the business 

capacity of adaptability, operational problems etc. After collecting considerable judgements and difficult 

analyses we suggest to implement a “main components analysis”, to summarize and to consider ISO 

quality systems in the wine businesses of our study. 

This reveals that the results of the first data processing underline that the certified Sicilian wine business 

recognize ISO for disseminating technology and innovation, facilitating trade, establishing efficient 

processes and making them more effective, ensuring the quality of products and services. We thus argue 

that all these factors need a strategic quality management with the adoption of modular vertical 

integration management of quality (vineyards, fertilizing, plants protection, harvesting, processing, 

bottling, etc.), as has been taking place in other countries for some time, to improve the quality of 

products and to establish basics for successful marketing. 

Author’s Keywords: wine industry, quality management system, ISO certification, PDO, PGI, STG 



The Relationship between Wine, Heritage and Tourism: 

an Exploratory Farm Study 

Francesco Saverio NESCI 1 , Donatella PRIVITERA 2 

1 University “Mediterranea” of Reggio Calabria, DiSTAfA; 2 University of Catania 

francesco.nesci@unict.it, donatella.privitera@unict.it 

During the last two decades the mode of the rural-urban relationship has changed. While the 

depopulation of rural areas has continued - particularly in the disadvantaged and marginal areas - an 

opposite trend has become relevant, with a significant part of the urban population moving to the 

countryside or simply visiting it in search of: fundamental cultural values (tradition, roots, identity, 

ecological awareness); healthy food and clean environment; recreation and tourism in the open; contact 

with the natural environment. This trend can be interpreted as a reaction to the widespread 

dissatisfaction towards the urban-centred industrial model of development and the state of the 

environment that it has determined. The values of the countryside that today the urban population seems 

to appreciate so much and that for centuries have characterised the ordinary life of the rural population, 

from this last are not seen the same way. Some rural people still consider the traditional values above 

described as a sign of underdevelopment, because of a growth that in the rural areas proceeded much 

slower than in the urban ones; many others, although showing pride for their locality and traditions, still 

feel discriminated: since for them the rural space is not for tourism but for working and living, they would 

like to see it well serviced by public transport, innervated by efficient road networks, modernised and 

rationalised, with schools, health centres, and all the facilities and infrastructures needed. 

In this context the agricultural farm itself is of essential importance. The discovery of typical products, 

mainly local food and wine, are considered suitable features to characterise the tourist supply of a 

destination and in many cases they are a major attraction of a territory. These products contain a strong 

reference to the territory in which they are produced. They simultaneously represent on the market a 

geographic area, its traditions and its cultural heritage, they identify a local community and its identity as 

well. Wine tourism represents the most innovative phenomenon of the more general tourism supply 

created. In particular the wine product and the activities which are associated with it (example wine 

route, courses, wine museums) is carried out directly in the farms and/or in the spaces specifically 

organised around the wine produced (example tasting centres). 

Integration between agriculture and tourism, farm-based tourism in particular, is one of the main 

opportunities considered in the national and EU policies to favour the development of the rural 

population, through the strengthening of the local economy and the full valorisation of those farmresources 

directly managed by the farmers. The research will be carried out by making specific reference 

to Calabria and Sicily, regions particularly representative of the Mediterranean area. Here case-studies will 

be considered in sample areas where the tourism-agriculture integration, with specific referiment to wine 

farm, is part of specific rural development strategies and initiatives. 

The presence of visitors in the production units will be studied jointly with the way how it is favoured and 

managed by the concerns, in relation also to the use of its building units. Moreover the heritage can play a 

multiple role and will be considered as: a potential housing-envelope for activities and functions; an 

interpretation-key of the landscape; an element of attraction for the visitors. The contribution given by 

agricultural manager to the corporate image of the concern will be studied, as well as their role in integrated 

strategies for the collective promotion of agrofood products, communication and marketing, at the company and 

territorial level. From this point of view the analysis will be accompanied by the study of the concern's behaviour, 

so as to find out the critical factors determining the success of the concerns observed, also allowing for the 

obtainment of data and information greatly helpful in decision making and regional planning processes. 

In this phase a preliminary study (mainly cognitive) will be carried out, regarding wine producers and rural 

tourism definitions specifying the characteristics of wine enterprises. It was carried out on the basis of 

official statistics and the available literature, as well as by means of interviews with selected spokesmen. 

The presence on the Internet, the operators’ sites and the information presented were used as criteria to 

choose the farms to be studied. The survey was conducted by compiling and administering a semistructured 

questionnaire comprising open-ended or multiple-choice questions. The topics in the 

questionnaire were divided to study: the positive integration of agriculture with sustainable forms of rural 

tourism; the development of initiatives in the field of wine tourism based on the valorisation of farm 

based resources which are characteristic of marginal areas; the fallouts of the tourism initiatives 

undertaken and the effects on the local community; the potential for full valorisation of the local heritage, 

focusing also on the built heritage, the regional landscape and the local culture. 

With regards to the general collected data using also decrypted statistic techniques we proceeded with 

sorting out, summarizing and introducing data. 



Delivering Public Goods through Agriculture 

Some Evidence from Viticulture in Veneto Region 

Francesco VANNI, Andrea POVELLATO 

Istituto Nazionale di Economia Agraria 

vanni@inea.it, povellato@inea.it 


The EU debate on the future orientation of the Common Agricultural Policy (CAP) is increasingly shaped by the 

role of agriculture in providing public goods. There is a broad consensus that this approach will be particularly 

relevant in legitimating the EU policy intervention in agriculture and in rural development in the future (Cooper 

et al. 2009). Unlike other crops, viticulture is not characterised by high level of EU financial support, but at the 

same time the sector is heavily influenced by the EU policies and it may be considered particularly interesting 

to explore the main challenges of the CAP in integrating environmental and economic issues. 

Through the analysis of policy documents and scientific papers and through in depth-interviews with 

regional experts, the paper explores the main policy challenges related to the implementation of the “EU 

public goods agenda” at the local level, by providing some evidence through the analysis of the viticulture 

in Veneto region. The aim of the present paper is twofold. On one hand, it aims at analysing the technical 

aspects related to the Veneto’s viticulture in order to provide a concrete picture of the “jointness” (OECD, 

2008) between the main production practices associated to quality wines and the provision of 

environmental public goods. On the other hand, the regional case study aims at analysing more in depth 

the main potentialities and limitations of the current agricultural policy instruments in addressing the 

conflicts between environmental and market needs in the regional viticulture. 

During the last decade the regional wine sector has experienced a strong development of the DOC and 

DOCG wines (Italian PDO system for wines) by involving several changes of the regional viticulture system 

which, to some extent, may be considered in contrast with the EU public goods agenda. Indeed, even 

though the development of typical products at local level may be have several positive impacts on the 

economic development of rural areas and on the provision of social public goods (see Belletti et al., 2003; 

Mattiacci and Zampi, 2004) some conflicts between the production of quality wines and the provision of 

environmental public goods were observed. 

In Veneto region DOC and DOCGs wines have played an unique role in fostering the economic and social 

development of the areas involved, by ensuring the maintenance of agricultural activities in hilly areas 

which would have been otherwise abandoned, but also by promoting other economic activities, such as 

wine processing, wine selling and rural tourism. From an environmental perspective, the regional 

viticulture in many cases has also contributed to the character of cultural landscapes, especially in 

marginal areas where spontaneous afforestation is one of the main consequences of land abandonment, 

with several negative impacts on landscape heterogeneity and on biodiversity. Nevertheless, in many 

rural areas across the region, the introduction of the highly remunerative quality wines increased farm 

specialisation at a large spatial scale, with a consequent negative impacts on several public goods: (i) 

biodiversity, through an increasing specialisation based on the cultivation of few grape varieties (ii) 

landscape, through the enlargement of the specialised production zones and the standardization of the 

growing techniques, (iii) air, soil and water quality, through the use of quite intensive production 

techniques which led to increasing soil erosion and an increasing air and water pollution. 

Even though such trade-offs in terms of the different objectives pursued are inevitable, the analysis of the 

jointness between farming practices in Veneto viticulture and the provision public goods underlined that 

such provision is strongly associated with the specific management practices adopted by the farmers. The 

use of organic/integrated practices and/or precision farming are key issues in determining the effective 

provision of environmental benefits of the farming practices associated to viticulture. At the same time, 

the most detrimental impacts of the regional viticulture on public goods are related to the removal of 

semi-natural landscape features to create larger fields and to the changes of the natural shape of land 

when installing new plantations (soil levelling). 

The main policy challenges are related to the implementation of cross-compliance at farm level and to the 

effectiveness of agri-environmental measures. Indeed, effective policies in delivering public goods 

through viticulture must take into account not only the additional costs necessary for farmers in order to 

adopt more extensive farming practices, but also the peculiarities of the local viticulture and the main 

market drivers, in order to obtain a better integration of environmental and economic objectives within 

the CAP. Additional studies about the trade-offs highlighted in this paper will be a crucial step in the 

future policy debate, in order to implement an EU public goods agenda with practical and effective 

solutions to the extensification/intensification land use debate. 



Friday June 11 th 2010 

9.00 - 10.30 pm 

Session 5 

C O N S U M P T I O N 1 


Wine Region Brand Equity: A Case for Consumer Values and Location 

Nelson BARBER 

Whittemore School of Business, U. of New Hampshire, Durham - US p. 56 

An Experimental Study of Wine Consumers’ Willingness to Pay for 

Environmental Characteristics 

Pascale BAZOCHE, Christophe DEOLA, Louis-Georges SOLER 

INRA- UR 1303 ALISS - FR p. 57 

Determinants of Demand for Wine 

Price Sensitivity and Perceived Quality in a Monopoly Setting 

Tobias DAHLSTRÖM, Erik ÅSBERG 

Göteborg U.; Jönköping International Business School - SE p. 57 

Qualification and Demand Expectations for the 

Revival of the Wine Production Offer 

Enrica DONIA, Filippo SGROI p. 58 

Dpt of Business and Financial Economics – Palermo Univ. - IT 

Cin Cin! Competing for the Leadership in the Italian 

Sparkling Wine Market: Franciacorta versus Trento 

Matteo Maria GALIZZI , Raffaele MINIACI p. 58 

University of Brescia - IT 

How Strong is French Consumers Knowledge with Respect to Wine 

Georges GIRAUD, Corinne AMBLARD, Cléo TEBBY 

VetAgro Sup Lyon-Clermont - FR p. 59 

Consumption and Production of Wine: Territorial Differences 

Maurizio CIASCHINI, Rosita PRETAROLI , Francesca SEVERINI, Claudio SOCCI 

University of Macerata, Department of Social Sciences - IT p. 59 






Aristotle University of Thessaloniki, School of Agriculture, Department of Agricultural Economics 

mariale@agro.auth.gr, olg@agro.auth.gr 

For many years, wine has been highly associated with tourism, as in several cases it has become a motive 

for visiting a wine region. Realizing the multiple benefits that can be achieved via such linkages, many 

wine regions both in Europe and in the New World countries have encouraged the creation of synergies 

between the wine and the tourism industry. This mutual cooperation falls under the rubric of a growing 

form of leisure in wine regions, namely wine tourism. Gradually, over the last decades, wine tourism has 

been firmly established, not only in traditional wine producing countries, but in emerging ones as well, 

with great success. 

As far as Greece is concerned, although winemaking has a long history that dates back to the ancient 

times, wine tourism is still a recent phenomenon. Within this context, we endeavour in this paper to add 

to the limited data of the newly established wine tourism concept in Greece. In terms of tourism, the 

most important initiatives towards the promotion of the wine regions have a regional character. In 

particular, the study provides a review of the gradual evolution of wine tourism across several wine 

regions, which has been almost completely driven by the development of wine routes. Finally, data 

regarding the structure and the characteristics of the wine tourism market are also incorporated. 

Wine Region Brand Equity: A Case for Consumer Values and Location 

Nelson BARBER 

Whittemore School of Business, University of New Hampshire, Durham, USA 

Nels o nb ar ber@ms n.c om 

Historically the wine industry has considered the quality of their products as the means to increasing 

competitiveness and quality wines are the rule. The result is consumers may be willing to substitute wines 

that communicate only quality, irrespective of other differences that exist between wines creating intense 

price competition. To differentiate wines, little has been done to ascertain the value consumers place on 

various wine locations, particularly sub-regions or appellations of countries of origin. Current research 

does suggest the value consumers place on specific origins go further than quality and may be established 

in other dimensions such as emotional or social associations. 

This study examines dimensions of wine region equity, measured in terms of benefits sought by wine 

consumers. A survey was conducted in United States to identify drivers of preferences and to determine 

relationships that may exist between origin preferences and consumer lifestyles. The findings suggest that 

wine region equity originates in five consumer motivational factors and these factors are strong predictors 

of consumer preferences. Linking those dimensions of region equity to consumer lifestyle, demographic 

and behavioral variables allows for tailoring marketing communications strategies closely to markets. 

Keywords Brand equity, Lifestyles, Consumer behavior, Quality, Wines appellations 



Determinants of Demand for Wine 

Price Sensitivity and Perceived Quality in a Monopoly Setting 

Tobias DAHLSTRÖM, Erik ÅSBERG 

Göteborg University ; Jönköping International Business School 

Tobias.Dahlstrom@economics.gu.se, Erik.Asberg@ihh.hj.se 

In this paper we investigate whether or not consumers can identify quality in wine, more specifically, if 

they choose a higher quality wine when all else, including price, is equal. Using sales figures from the 

Swedish alcohol monopoly stores, Systembolaget (SB), and reviews from professional wine critics we 

construct a unique data set to estimate this and other effects. We differ from many recent studies on the 

demand for wine in that we treat wine as a heterogeneous good. For the individual consumer we assume 

that both observed and unobserved heterogeneity is present. Observed heterogeneity includes objective 

features of the wine such as variety, country of origin and price. Arguably, the most important unobserved 

characteristic of a wine is its quality. One might argue that quality is not always unobserved and this is an 

issue that we will return to later. 

Understanding how consumers perceive and assess quality in wine is a new, but rather vivacious research 

topic. Many of the tools necessary for such an analysis come from the so called new consumer theory, 

credited first and foremost to Lancaster (1966) who showed how one might divide demand for a good 

into demand for specific characteristics of the same good. More recently Gergaud & Livat (2007) 

investigate a sample of 6,000 European wine consumers to see how they use various signals to assess 

quality. They divide the sample into connoisseurs and non-connoisseurs and ask them questions on 

previous and present experience with wines from Bordeaux. Their main conclusion is that connoisseurs 

use price as a signal of quality to a less degree than non-connoisseurs. Combris et al. (1997) generally 

criticize the method of using data acquired from wine guides which they deem unreliable. They perform a 

hedonic price study on a sample of 519 Bordeaux wines that were tested in a unique French experiment 

by a jury of twelve professional oenologists and sommeliers. Besides sensory attributes each wine is 

assigned a grade between 0 and 20 to reflect overall quality. In line with Rosen (1974) they however opt 

not to include this grade as an explanatory variable, claiming that overall quality is not an intrinsic 

character of the wine. Further they argue that since the wine was bought prior to the grading of it, the 

quality grade can logically have no influence on its price. Their main findings are that market prices of 

Bordeaux are almost wholly explained by the objective features displayed on the label of the bottle. When 

they however let quality as measured by the jury grade be the dependent variable they find that this is 

first and foremost explained by the sensory characteristics of the wine. One offered explanation is that 

the preferences of the average consumer may very well differ from that of a professional jury. 




Qualification and Demand Expectations for 

the Revival of the Wine Production Offer 

Enrica DONIA, Filippo SGROI 

Dpt of Business and Financial Economics (‘SEAF’) – Palermo University 

donia@economia.unipa.it, sgroi@unipa.it 

The Sicilian wine market is made of companies of different sizes and capacities. This field includes small 

agricultural farms that work on grape-yards grown on few hectares to giants with revenues of millions of 

Euros. This complex structural articulation is due to demand segmentation, which has increased its share 

of consumers who purchase higher quality and more expensive wines, whose production can be seen as 

small scale, and at the same time consumers who purchase lower quality and less expensive wines. 

Recently the Sicilian wine industry has undergone a market crisis that involves the vast majority of the 

production structures. In the present global economy, in order to boost the production offer, it is needed 

to focus, more than ever, on consumer satisfaction; having this in mind, a survey was carried on the wine 

demand and distribution in the city of Palermo. The determination of the structural aspects and 

conjunctures affecting demand along with a study on distribution will allow assessments on the new 

consumer scenarios to be met in the near future. 

Cin Cin! 

Competing for the Leadership in the Italian Sparkling Wine Market: 

Franciacorta versus Trento 

Matteo Maria GALIZZI, Raffaele MINIACI 

University of Brescia 

matteogalizzi@yahoo.it, galizzi@eco.unibs.it 

We estimate a hedonic price function for the “classical method” sparkling wines from Franciacorta, a hilly 

area close to Brescia, and from Trento, a mountain area at the border with Austria, the two mostly 

renowned Italian “Champagne-like” regions. We use data from an original panel data of about 400 wines, 

based on five yearly editions (2006-2010) of the three most known and influential professional wine 

guides: Associazione Italiana Sommelier, Seminario Veronelli and Gambero Rosso-Slow Food. Wines differ 

concerning varieties (Brut, Extra Brut, Satìn, Rosè, Pas Dosè), wine-makers styles, grapes mixtures, cuvèe, 

vintage years, fermentation and production processes. On the top of the latter explanatory variables, in 

some specifications we also control for tradition, prestige and supply characteristics of the wine-maker’s 

brand, cultivated hectares, number of bottles and valuations expressed by the more influential Italian 

wine-tasting guides. Finally, we test whether there is any price premium for a specific variety and for the 

Franciacorta region. 



How strong is French consumers knowledge with respect to wine 

Georges GIRAUD, Corinne AMBLARD, Cléo TEBBY 

VetAgro Sup Lyon-Clermont, France 

giraud@enitac.fr, amblard@enitac.fr, tebby@enitac.fr 

The paradigm of knowledge-based economy states that information asymmetry between consumers and 

producers will be reduced thanks to information availability and dissemination through the Internet or 

other media channels. Conversely to this statement, some published articles shown that knowledge-based 

economy reinforces the information asymmetry between experts and novices among the consumers. 

Accordingly, we will consider the non homogeneity of consumers and will try to identify and qualify the 

differences between several groups of respondents regarding wine consumption by means of a k-means 

clustering applied to a knowledge-oriented questionnaire. 

Keywords: Consumer Knowledge, K-means Clustering, Wine, France 

Consumption and Production of Wine: Territorial Differences 

Maurizio CIASCHINI, Rosita PRETAROLI, Francesca SEVERINI, Claudio SOCCI 

University of Macerata, Department of Social Sciences 

pre tar o li@ un imc. i t 

The internationalization of trade and the growing competitiveness in markets have had important 

implications on Italian wine production that had gradually improved the typologies and the quality both of 

vineyards and production process. In this respect, the wine consumption has raised and represents an 

important size of the utilization of regional income. In this respect, the paper concentrates on the multiregional 

and multi-sector analysis in order to evaluate the economic impacts of changes in consumption 

of wine of different types and quality whose production is from different geographical areas of the Italian 

regions. The simulations are done by means of a bi-regional Social Accounting Matrix (North-Centre and 

South-Islands) for the Italian economy, for the year 2003. Such accounting scheme is the suitable tool in 

order to implement the multi-regional analysis which allows quantifying the impacts on composition and 

quality of wine production when an exogenous shock on final demand is introduced. 

Keywords: Wine consumption, Regional SAM 

JEL classification: 

Q10, H31, E60 







11.00 - 12.30 pm 

Session 6 

C O N S U M P T I O N 2 


An Econometric Examination of the Determinants of 

Wine Consumption in Greece 

Dimitrios ASTERIOU, Athina DILMPERI 

Hellenic Open Univ., Patras, GR; Brunel University, London - GB p. 62 

The Sicilian Sparkling Wine. A Simple Correspondence Analysis 

to know Consumer Preferences on Taste 

Stefania CHIRONI , Marzia INGRASSIA, Giovanni GIARDINA 

University of Palermo, E.S.A.F.; Winemaker, ONAV - IT p. 62 

Rôle du design des étiquettes de vin sur les comportements d’achat des 

consommateurs: Faut- il faire un choix entre originalité et typicalité 

Franck CELHAY, Juliette PASSEBOIS DUCROS 

Univ. Bordeaux IV, PUSG; Uni. Bordeaux IV, IAE - FR p. 63 

A “Denomination of Origin” Red Wines: an Analysis of 

Hedonic Pricing for the Wines of Castilla la Mancha 

J. Sebastián CASTILLO VALERO, Miguel OLMEDA FERNÁNDEZ 

Universidad Castilla la Mancha - ES p. 64 

A Better Understanding of the Structure of a Wine Market 

using the Attribute of Variety 

Justin COHEN, Larry LOCKSHIN 

GRAPPE, Ecole Supérieure d'Agriculture d'Angers – FR ; 

University of South Australia, School of Marketing - AU p. 65 

Italian Consumers’ Preferences Towards Dealcoholized Wine 

Francesco BIMBO, Antonio STASI, Rosaria VISCECCHIA, Antonio SECCIA 

PrIME, Univ. di Foggia ; DEPAR, Univ. di Bari - IT p. 65 



An econometric Examination of the Determinants 

of Wine Consumption in Greece 

Dimitrios ASTERIOU, Athina DILMPERI 

Hellenic Open University, Patras, Greece; Brunel University, London, U.K. 

D.A.Asteriou@eap.gr, Athina.Dilmperi@brunel.ac.uk 


The aim of this paper is to examine empirically the determinants of wine consumption for the case of the 

Greek economy. The Greek wine industry, although fast growing and developing faces the big problem of 

not being able to export its wine abroad. So, Greek wine is mainly bought and consumed by Greek 

inhabitants. Therefore, a solid understanding of the consumption behaviour of Greek wine drinkers is 

essential in order to help the market identify both strong points and deficiencies. Greek wine companies 

do not have the required resources to acquire consumer relevant information to assist their strategicdecision 

making. Therefore, this study tries to cover this aspect by examining the relationship between 

Greek consumer’s wine expertise and their respected wine consumption behaviour. In order to measure 

wine expertise we employ two different ways: first we implicitly ask the consumers to reveal to us their 

perceptions about their knowledge of wine; and second, through a wine knowledge test based on a set of 

multiple choice questions about both domestic and international wine varieties and styles. Then, we 

classify the consumers to three different wine-knowledge categories and we examine through an 

econometric model the relationships among their self-reported wine consumption behaviour and their 

(both real and perceptual) knowledge about wine, followed by some common demographics (like age, 

gender, income, employment level etc.) Our preliminary results suggest that there is a strong positive 

relationship between knowledge and consumption of wine. Although, age and gender are also major 

determinants, the most important factor is found to be real knowledge as well as “their perception about 

wine knowledge”. This result suggests that Greek wine producers should focus towards better educating 

and connecting with their consumers in order to be able to promote their wines more appropriately. 

The Sicilian Sparkling Wine. 

A Simple Correspondence Analysis to know Consumer Preferences on Taste 

Stefania CHIRONI, Marzia INGRASSIA, Giovanni GIARDINA 

E.S.A.F, University of Palermo; National Organization of Wine Tasting –Palermo 

chirstef@unipa.it, marzia.ingrassia@gmail.com, onavsiciliagiardina@virgilio.it 

Sicilian territory vocation to the production of wines is a prerequisite needed to ensure a large variety of 

high quality products. 

Thanks to native cultivar and to non-native, with good adaptability, Sicilian wine firms diversified production, 

very appreciated by national and international markets, and expanded the supply of sparkling wines. 

Indeed, Sicily produces sparkling wines since the past century and now there are 21 Sicilian wineries that 

produce up to 33 different high quality sparkling wines with typical attributes of the territory and 2 

denomination of origin (DOC). 

In 2008, Italy saw a significant drop in purchases for Champagne wine, which can definitely be seen as a 

great opportunity for Sicilian producers of sparkling wine to successfully enter in this market segment. 

Currently, Sicilian sparkling wines are sold in the local market; however, customer penetration is still low 

due to a lack of communication and advertising. 

This paper aims to investigate, through an experimental survey, consumer preferences on taste of Sicilian 

sparkling wines. 

We applied a Simple Correspondence Analysis (SCA) to data collected by a questionnaire, given to a 

sample of consumers participants to a blind tasting, in order to know, on the basis of their opinion on 

taste, the structure of dependence between types of sparkling wines tasted by consumers and their lever 

of satisfaction. 

So we were able to obtain information on some key factors to increase sales for this particular product. 



Rôle du design des étiquettes de vin sur les comportements d’achat des 

consommateurs: Faut- il faire un choix entre originalité et typicalité 

Franck CELHAY, Juliette PASSEBOIS DUCROS 

Université de Bordeaux IV – PUSG; Université de Bordeaux IV – IAE 

franck.celhay@gmail.com, passebois@free.fr 

Alors que sur de nombreux marchés n’hésitent pas à sortir des codes visuels de leur catégorie de produits 

pour se différencier et communiquer un positionnement en rupture avec leurs concurrents, le vin semble 

rencontrer, en France, de réelles difficultés pour sortir des codes visuels traditionnellement utilisés sur 

son marché. Ainsi pour Aurier (2004), le vin français se caractérise par « un standard d’emballage quasi 

unique: la bouteille bordelaise en verre de 75cl et son étiquette aux évocations enracinées dans le terroir, 

l’univers des châteaux.». Or, face à la perplexité du consommateur devant un rayon vin qui peut compter 

jusqu’à 700 références (Boulet et d’Hauteville, 1991; Lockshin, 2003), la question des modes de 

différenciation des produits et notamment celle de l’intérêt de l’innovation en matière de design est 

pertinente. Alors pourquoi les opérateurs n’utilisent ils pas la variable «design du packaging» pour se 

différencier en rayon et ainsi simplifier le processus de choix du consommateur D’après les 

professionnels du secteur cela s’explique par le fait que le consommateur français, qu’il soit jeune, vieux, 

expert ou novice, est très conservateur concernant le vin et préfère les bouteilles les plus classiques en 

termes de design. Le risque élevé associé à la consommation de vin en France rendrait la nouveauté 

difficile à faire accepter au consommateur. 

A notre connaissance, peu d’études permettent de dire si ces explications correspondent à un ensemble 

d’idées reçues maintenant la filière vin française dans une certaine inertie ou si, au contraire, il s’agit 

d’une réalité du «terrain». Cette recherche propose de vérifier ces explications: 1) d’un point de vue 

théorique, en vérifiant si elles peuvent être supportées par la littérature en comportement du 

consommateur; 2) de façon empirique à travers une étude quantitative auprès de 150 répondants. En 

outre, et puisque le véritable enjeu de tout design est de trouver un équilibre entre la conformité qui 

rassure le destinataire et l’originalité qui va susciter une surprise et permettre de se différencier 

(Heilbrun, 2006), il s’agira de mieux comprendre dans quelle mesure et sous quelles conditions 

l’originalité des packagings de vin peut - malgré tout - être appréciée par les consommateurs. 

L’étude a été réalisée en décembre 2009. Elle consiste à soumettre 12 visuels d’étiquettes de vin à 150 

acheteurs potentiels. Les 12 étiquettes ont été choisies en concertation avec des professionnels et sont 

toutes des étiquettes ayant été commercialisées. En revanche afin de ne prendre en compte que l’impact 

des aspects visuels dans les attitudes et intentions de comportement toutes les informations ont été 

rendus neutres (le nom de l’appellation a été remplacé par REGION, le nom du château par NOM DU VIN, 

l’année par ANNEE etc.). Trois types d’étiquettes ont été sélectionnés (sur la base de jugements de 

professionnels): 4 d’entre elles sonttypiques et congruentes (avec la catégorie de produit), 4 autres sont 

moyennement typiques mais congruente et enfin quatre autres ont été choisies parce qu’elles sont à la 

fois atypiques et non congruentes avec la catégorie de produit «vin». 

Les répondants ont été interrogés sur leurs appréciations de la typicalité, de la congruence et étaient 

amenés également à évaluer le visuel sur son esthétique. Enfin les répondants étaient amenés à 

sélectionner les étiquettes qu’ils jugeaient les plus adaptés à certaines situations de consommation (achat 

pour soi, pour offrir à un expert, pour offrir à des amis novices, …). Un ensemble de caractéristiques 

individuelles ont été renseignées par les répondants. 

Cette étude a pour objectif de tester les hypothèses suivantes 

H1: La typicalité perçue d’une étiquette de vin est corrélée positivement à son degré de conformité 

aux codes visuels de sa région d’appellation (plus le design de l’étiquette est conforme aux codes 

visuels de sa région d’appellation, plus elle est perçue comme typique de sa région d’appellation par le 

consommateur). 

H2: L’appréciation esthétique d’une étiquette est corrélée positivement au degré de typicalité perçue 

du design de l’étiquette (plus une étiquette de vin est perçue comme typique de sa région 

d’appellation, plus elle sera préférée d’un point de vue esthétique par le consommateur). 

H3a: En situation de risque perçu faible, la préférence esthétique est corrélée positivement à 

l’intention d’achat. Elle joue un rôle médiateur entre la typicalité perçue et l’intention d’achat. 

H3b: En situation de risque perçu élevé, on n’observe plus d’effet médiateur de la préférence 

esthétique entre la typicalité perçue et l’intention d’achat. L’intention d’achat n’est plus corrélée qu’à 

la typicalité perçue. 

L’analyse des données est en cours, nous ne sommes donc pas en mesure à ce jour d’avancer les résultats. 




A “Denomination of Origin” Red Wines 

an Analysis of Hedonic Pricing for the Wines of Castilla la Mancha 

J. Sebastián CASTILLO VALERO, Miguel OLMEDA FERNÁNDEZ 

Universidad Castilla la Mancha 

sebastian.castillo@uclm.es, miguel.olmeda@uclm.es 

The wine market is extraordinarily heterogeneous and qualitatively segmented. When it comes to wine, 

differentiating between price and quality is extremely complicated since it is inherently difficult to assess 

the quality of a wine, unlike other goods such as houses or cars. Generally speaking, assessing the quality 

of a wine is based on subjective judgements, which prevents it from being measured with precision. 

However, most previous studies of hedonic pricing include measures of quality in their price functions. 

These studies draw their theory form Rosen (1974), who established models of perfect competition where 

the price of a product is determined by the interaction between the supply of and demand for its 

attributes. Consequently, it is assumed that consumer preferences might help to set market prices, as 

long as they possess some knowledge about the characteristics of each wine. 

Hedonic price functions relate the price of a product to a range of qualitative or quantitative features. As 

far as wine is concerned, there is a wealth of economic literature applying these kinds of function to it, 

with studies of wine from Spain, Australia, Chile, Sweden, France, etc. One reason for this extensive 

bibliography lies in the difficulty we have in explaining the demand for quality wine by means of 

quantitative variables such as price or available income, which leads us to attempt to explain it through 

qualitative variables whose identification and estimation by the market might influence producers’ 

decisions as to what to invest in and consumers’ decisions as to what to buy. 

The present study aims to follow the same line as previous articles from Oczkowski (1994) and Morilla & 

Martínez (2002) adapting their methodology to the analysis of Castilla- La Mancha’s DO wines 

(“Denomination of Origin” red wines). The vast vineyards of this region, the great importance of wine 

both to its economy and to the sustainability of the rural environment, as well as the abundance of DOs 

and the massive production of table wine are all to be taken into account. Most of the wine produced in 

Castilla- La Mancha has traditionally been table wine, although this situation has progressively changed 

over the last few years, with the launch of DO wines and the restructuring of the varieties as well as the 

incorporation of cultural enhancements in the field of wine production. The improvement in the industrial 

winery process and the use of marketing techniques in the commercialization of wine have contributed to 

it. All this has led to the production of high quality wines and new territorial denomination systems such 

as “DO de Pago” or “Tierra de Castilla” wines, which have made it easier for consumers to recognise and 

perceive quality as well as providing clearer differentiation levels between wines. 



A Better Understanding of the Structure of a Wine Market 

Using the Attribute of Variety 

Justin COHEN, Larry LOCKSHIN 

Groupe ESA - Ecole Supérieure d'Agriculture d'Angers, Laboratory GRAPPE – FR; 

University of South Australia, Ehrenberg-Bass Institute for Marketing Science - AU 

j.cohen@groupe-esa.com 

The enhanced value of exploring attributes in the description of the structure of a wine market has been 

shown. In this paper, the attribute of variety is highlighted to illustrate this fact. A sample of revealed 

preference data obtained from a loyalty program of a high-end retail chain in Australia is evaluated using 

‘observed’ performance measures, the ‘double jeopardy’ phenomenon, polarisation and duplication of 

purchase. The market is classified by variety into managerially useful segments of ‘excess loyalty’, ‘niche’ 

and ‘change of pace’ behaviour. The myth of a separate white and red wine category has been dispelled. 

Key Words: Wine, Marketing, Attributes, Variety, ‘Observed’ Performance Measures, ‘Double Jeopardy’, 

Polarisation and Duplication of Purchase 

Italian Consumers’ Preferences Towards Dealcoholized Wine 

Francesco BIMBO, Antonio STASI, Rosaria VISCECCHIA, Antonio SECCIA 

PrIME - Università degli Studi di Foggia ; DEPAR - Università degli Studi di Bari. 

f.bimbo@unifg.it, a.stasi@unifg.it, r.viscecchia@unifg.it, seccia@agr.uniba.it 

Empirical contributions that studied consumers’ preferences for wine, such as hedonic analyses widely 

populating the economic literature, highlighted the positive relationship between alcoholic content of 

wine and price, between alcoholic content and its perceived quality. 

On the other hand, it is important for the vitivinicultural sector to consider a response to market signals 

suggesting emerging consumer interest in products containing less alcohol than has been traditionally 

associated with wine. 

This interest may well be due, in part, to global efforts by governments to address irresponsible and 

harmful levels of alcohol consumption. Notwithstanding the strong linkage between the vitivinicultural 

sector and the human, social and cultural interaction, it is important to focus on continuous 

improvements that support innovative attempts to respond to these market and regulatory signals. 

We therefore address our research towards the understanding of consumers’ preferences towards the 

dealcoholized wine categories, respectively: alcohol free wine, dealcoholized wine, partially dealcoholized 

wine, reduced alcohol wine. In addition, we measure the eventual price premium consumers’ are willing 

to pay in correspondence to different price points in order to depict the market potential and the benefits 

for producers that effort the costs of reducing the alcohol content of those wines. 

The Choice Modeling Method (CMM) has been chosen in order produce an experimental design, set up 

the survey and to estimate econometrically consumers’ preferences and willingness to pay. The sample 

selected for the survey belongs to South Italy and it is stratified for age and gender. Results show that age 

and educational attainments significantly affect the likelihood of a dealcoholized wine to be bought. 

Similarly, willingness to pay demonstrates the existence of a price premium associated to lower alcohol 

content. On the other hand, contrasting results concerns heavily dealcoholized wines, which generate 

aversion. 

Our results imply that there could be room for producers investing towards this type of productions. 

Policy, on the other hand, should promote the consumption of those products in order to make producers 

exploit the market potential rapidly, and society achieving the auspicated reduction in irresponsible and 

harmful level of consumption. 







14.00 - 16.00 pm 

Session 7 

PRODUCTION AND QUALITY 


Wine-Quality, Terroir and Wine Growers Experience 

A panel Study of Wine Production in an Emergent Wine Country 

Jan BENTZEN, Valdemar SMITH 

The Aarhus School of Business, Aarhus University - DK p. 68 

Quality Segmentation in Brazilian Wine Market 

Evidences from a Production Function Estimation 

Luca PANZONE, Orlando SIMÕES, Glaucia CAMPREGHER, 

Gabriel OLIVEIRA, Clailton FREITAS 

Univ. College London - UK; Polytechnic Institute of Coimbra - PT ; 

Dpt of Economics, Federal University of Santa Maria, BR p. 68 

Technical Efficiency for a Sample of Chilean Wine Grape Producers A 

Stochastic Production Frontier Analysis 

Boris E. BRAVO-URETA, Víctor H. MOREIRA, Javier L. TRONCOSO 

Univ. Connecticut Storrs - US; 

Univ. Austral de Chile, Valdivia; Univ. Talca - CL p. 69 

Economic Evaluation of the Business Quality Systems in the 

Sicilian Wine Industry (through a multivariate analysis) 


Università di Catania - IT p. 70 

Considerations for the Strategic Development of the Winegrowing 

Production Chain in Calabria: The Case Study of Typical IGT Wine. 

Francesco Saverio NESCI, Natalia SAPONE 

DiSTAfA, Università Mediterranea di Reggio Calabria - IT p. 71 

Every Great Wine Starts in Grapevine Nursery. 

Tendencies and Perspectives of Sicilian Grapevine Nurseries 

Valeria BORSELLINO, Antonino GALATI, Emanuele SCHIMMENTI 

Dipartimento di Economia dei Sistemi Agro-Forestali, Univ. Palermo -IT p. 72 




Wine-Quality, Terroir and Wine Growers Experience 

A panel Study of Wine Production in an Emergent Wine Country 

Jan BENTZEN, Valdemar SMITH 

Department of Economics, The Aarhus School of Business, Aarhus University -DK 

jb@asb.dk, vs@asb.dk 

Until the beginning of the 21 st Century commercial wine production was non-existent in Denmark, similar 

to the conditions for most of Northern Europe. Due to the relatively cold climate commercial production 

of wine was considered to be impossible. However, innovation, new techniques and the evolution of new, 

robust and tasteful grape varieties - appropriate for wine making in relatively cool climate areas - gave rise 

to a more widespread interest for wine making in Denmark, see e.g. Bentzen and Smith (2009). 

Consequently, the number of commercial wine producers in Denmark grew from 10 in year 2000 to nearly 

40 in 2007. The Danish Ministry of Food, Agriculture and Fisheries had 44 commercial wine producers in 

their register for 2009, and by now the Association of Danish Wine Producers has more than 1400 

members. In the present paper we address the interplay between wine-quality, terroir factors and wine 

growers characteristics by using an unbalanced panel data set covering the time span 2007-2009. When 

explaining wine-quality factors related to production, e.g. terroir, field- and grape characteristics, are 

included in the modeling procedure. Furthermore, the micro climate conditions during the growing 

season are also included in the analysis. In order to determine whether superior wine-quality is caused by 

the before-mentioned basic factors, skills or unobserved characteristics, a hedonic model is estimated by 

using panel estimation techniques suitable for models which include variables with little time variation. 

Quality Segmentation in Brazilian Wine Market: 

Evidences from a Production Function Estimation 

Luca PANZONE 1 , Orlando SIMÕES 2 , Glaucia CAMPREGHER 3 , 

Gabriel OLIVEIRA 4 , Clailton FREITAS 3 

1 Faculty of Law, U. College London, UK ; 2 College of Agriculture, Polytechnic Institute of Coimbra, PT ; 3 

Dpt of Economics, Federal University of Santa Maria, BZ ; 

4 Dpt of Agriculture Education and Rural Extension, Federal University of Santa Maria, BZ 

l.a.panzone@reading.ac.uk, orlando@esac.pt, glaucia@campregher.com, ambientalgnu@terra.com.br 

While wine is traditionally viewed as a product typical of a European and Mediterranean wine producing 

countries, in recent decades vineyards were developed in all continents, where US, Australia, South Africa 

Chile and Argentina are the most noticeable producers. Consequently, wines have been classified as 

coming from the Old World (traditional European and Middle Eastern producers), and New World 

(countries who developed their tradition in wine making more recently). Apart from individual taste, these 

two origins clearly differentiate in the marketing strategy adopted: mostly based on the place of origin in 

the Old World, through the use of Appellation of Origin labelling; and mostly based on the vine grown in 

the New World. Nonetheless, quality segmentation seems to have become more frequent in the New 

World, as it allows producers to compete in different segments of the market. 

In this work, we use data from Brazilian wine producing firms (a New World production) located in the 

wine production region in Rio Grande do Sul State, a region producing about 90% of all Brazilian wine. 

Brazilian firms have recently started to differentiate products by origin-based quality signals, supplying the 

markets with multiple products, increasing the segmentation of the market. Within this particular wine 

district, we estimate a production function for different wine categories simultaneously, identifying the 

different factors contributing to the changing marketing strategy in the study area. The results will enable 

us to obtain a better understanding on the production function of wine in general, whilst enabling us to 

have an insight of firms’ dynamics in a context where wine markets start to be segmented by quality. 



Technical Efficiency for a Sample of Chilean Wine Grape Producers 

A Stochastic Production Frontier Analysis 

Boris E. BRAVO-URETA, Víctor H. MOREIRA, Javier L. TRONCOSO 

U. Connecticut Storrs, USA ; U. Austral de Chile, Valdivia, Chile ;.U. Talca, Chile 

boris.bravoureta@uconn.edu 

The increase in wine production in New World Wine countries has been a recent success and this has led 

to losses in market share by traditional wine exporting countries like France, Spain and Italy (Anderson, 

2005). In particular, Chile has become an increasingly important player in international wine markets but 

the overall rise in wine supplies has brought growing competition to capture market share which 

highlights the importance of productivity gains for wine and grape producers. Productivity concerns are 

of special significance during economic recessions when the market for many products including wine 

tends to soften. 

Although many studies examining the technical efficiency (TE) component of productivity in farming have 

been published around the world (Bravo-Ureta, et al, 2007) there appears to be only a handful of such 

studies focusing on productivity and TE in wine grape production. One exception is the work by 

Townsend, Kirsten and Vink (1998) who analyzed the relationship between farm size, productivity and 

returns to scale for wine grape producers located in four regions of South Africa for the years 1992 to 

1995. Another study for South Africa, by Conradie, Cookson and Thirtle (2006), examined the relationship 

between technical efficiency and farm size for samples of Western Cape Province producers. These 

authors estimated stochastic production frontier models using panel data for wine grape farms located in 

the Robertson and Worcester regions for the years 2003 and 2004, and cross sectional data for table 

grape farms located in De Doorns region for 2004. A more recent study was conducted by Henriques, 

Carvalho and Fragoso (2009) who used non-parametric techniques to measure TE for a sample of 22 wine 

grape farms from the Alentejo region of Portugal for the years 2001 and 2004. 

The purpose of this paper is to estimate and analyze the technical efficiency component (TE) of 

productivity for a sample of wine grape producers in Chile. The data includes 38 farms located in seven 

different valleys throughout the wine production regions of Chile. The input-output information is for 

individual blocks which yields a total of 263 observations. We use a Cobb-Douglas model to estimate a 

stochastic production frontier (SPF) following the Battese and Coelli (1995) specification. 

The results indicate that the variable that has the major impact on output, according to the estimated 

partial production elasticities, are Labor (0.37), Machinery (0.32) and Block Size (0.29). The partial 

elasticity for Material is much smaller (0.06) and not statistically significant. Based on the resulting value 

of the function coefficient the analysis suggest that wine grape production is subject to constant returns 

to size. 

Blocks with grapes that are five years of age or older, as would be expected, exhibit a higher level of 

output while grape varieties that are used for red wine are found to have lower average output than 

those used for white wine. In addition, blocks that have grapes classified for production of premium 

wines compared to those going for varietal wines have lower output. The trellis system is not found to 

have a significant effect on output while the valley in which the vineyard is located does, but no 

systematic geographical pattern emerges. 

Finally, the results concerning productivity reveal that average TE at the farm level is 66.6% while the 

average at the block level is 65.4%. These averages are lower than those reported for several other 

farming activities for a large variety of settings by Bravo-Ureta et al (2007). Thus, these results suggest 

that average profitability could be improved by narrowing the gap between actual and best performance 

in wine grape production in Chile. 




Economic Evaluation of the Business Quality Systems in the 

Sicilian Wine Industry (through a multivariate analysis) 


Dipartimento di Scienze Economico-Agrarie ed Estimative (DISEAE), Università di Catania 

v.foti@unict.it, pilatomanuela@libero.it, giuseppe.timpanaro@unict.it 

This paper examines, quality in all its forms, from technical standards to certification, for some time an 

interesting subject both in the public and private sectors, given that it is considered an essential 

instrument to streamline production and management processes, to increase business competition, 

facilitating trade, etc.. In this case of, particular interest, is the adoption of the ISO (International 

Organization for Standardization) certification for quality management systems. These are voluntary 

agreements for all businesses, therefore the ISO is a helpful tool that meets both the requirements of 

business and the broader needs of society. 

The agrifood sector has started to pay attention to the ISO certification perceiving the strategic value, 

which provides confidence, reducing uncertainty and managing risk in a globalized world to achieve 

relevant International Standards, along with the adoption of product certifications. The quality of 

products (PDO, PGI, STG), biological and systematic preventive approach to food safety (Haccp). 

Voluntary standardizations provide appropriate measures to ensure business-to-business relations and 

also final consumers. Today, this theme is important for the Sicilian wine market which is experiencing a 

crucial phase of market requalification and repositioning with the adoption of quality systems. 

The aim of this paper is to understand if the Sicilian wine industry which has an ISO certification takes into 

account the degree of satisfaction after reaching a period of application of the implementation of 

certification standards. With regard to this, certified business have been provided with a specially 

prepared questionnaire and value judgements have been collected (assigning grades), on the business 

capacity of adaptability, operational problems etc. After collecting considerable judgements and difficult 

analyses we suggest to implement a “main components analysis”, to summarize and to consider ISO 

quality systems in the wine businesses of our study. 

This reveals that the results of the first data processing underline that the certified Sicilian wine business 

recognize ISO for disseminating technology and innovation, facilitating trade, establishing efficient 

processes and making them more effective, ensuring the quality of products and services. We thus argue 

that all these factors need a strategic quality management with the adoption of modular vertical 

integration management of quality (vineyards, fertilizing, plants protection, harvesting, processing, 

bottling, etc.), as has been taking place in other countries for some time, to improve the quality of 

products and to establish basics for successful marketing. 

Author’s Keywords: wine industry, quality management system, ISO certification, PDO, PGI, STG 



Considerations for the Strategic Development of the Winegrowing 

Production Chain in Calabria: the Case Study of Typical IGT Wine. 

Francesco Saverio NESCI, Natalia SAPONE 

DiSTAfA, Università Mediterranea di Reggio Calabria. 

francesco.nesci@unirc.it, natalia.sapone@unirc.it 

Wine was first introduced to Calabria in the VII century BC along with the first Greek settlements in what was to become the 

home of the Magna Graecia. 

Despite its ancient and “noble” origins, official statistics tell us that today barely 4000 hectares are employed in the 

production of a quality product (out of a total of just under 15000 hectares) with 12 DOC and 13 IGT awards, whereas 

“traditional” wines are predominant. 75% of this surface area is concentrated around Cirò and Torre Melissa and another 20 

“labels” are located over an area of less than 1000 hectares, a sign of extreme “hyperplasia” but also of vitality in those areas 

suffering from over-population.Considering the limited extent of the majority of the areas producing a quality “brand”, a 

qualitative analysis has been carried out in order to assess the potential for the improvement of wine as a vehicle for the 

development of its area of provenance in the context of a specific programme incorporating knowledge and flavour. 

In particular, the analysis has focussed on IGT Palizzi, produced on the Ionian side of the Reggina province within a territory 

where the legacy of the Magna Graecia colonies is still clearly visible in Bovesìa (or Bovesia) also known as the Area grecanica 

or ellenofona which represents the secular birthplace of Calabria’s Hellenic linguistic minority. This area of approximately 460 

km² is concentrated around the valley of the river Amendolea and the Siderone and San Pasquale torrents on the southern 

Ionian side of the Aspromonte. Here the traces of the natural crossroads provided by the Mediterranean basin because of 

the historic frailty of transport links and an unusually impervious inland structure remain intact. 

The value and intrinsic characteristics of the Area Grecanica add a modern currency to any study of the potential of the winegrowing 

sector which have already been clarified in the establishment of associations of young farmers to improve the value 

of the product both destined for the marketplace and eventually to be used as an incentive for wine and food-based tourism. 

After a brief description of the territory’s characteristics and history, the analysis focuses on the structure and activities of the 

chain of production for wine-growing and then on the analysis of the product’s strengths and weaknesses in the hope that a 

global “optimum” may eventually be reached. The analysis will refer to results obtained in a similar study carried out in the 

area of production for IGT Pellaro which has gradually been consumed by the urban extension of the city of Reggio Calabria, 

which demonstrate the limited benefits of maintaining land for wine cultivation compared to property development. In 

comparing the two areas, this study intends to highlight the strong variability of soil values with respect to the possibilities for 

their usage, which becomes increasingly evident beyond any “agrarian” logic wherever there is potential for property 

development. 

In areas further from large urban centres, agriculture and tourism would instead appear to represent the only real 

possibilities for development in an idealised programme encompassing of historic know-how, flavours and emotions aimed 

at the valorisation and restoration of small rural centres. 

The creation of a “niche” product which can be identified with its place of origin and vice-versa and whose profitability can be 

guaranteed by a quality which lovers of fine wines are still prepared to seek and pay for could act as a pillar for the 

development and valorisation of the territory in the context of a larger circuit and a journey through the knowledge and 

flavours of the area. 




Every Great Wine Starts in Grapevine Nursery. 

Tendencies and Perspectives of Sicilian Grapevine Nurseries 

Valeria BORSELLINO, Antonino GALATI, Emanuele SCHIMMENTI 

Dipartimento di Economia dei Sistemi Agro-Forestali, Università degli Studi di Palermo 

valeria.borsellino@unipa.it, agalati@unipa.it, emschim@unipa.it 

Grapevine nursery production, strictly-regulated by EU norms, represents the important first step in the 

wine production process, because it’s able to strongly influence both the quali-quantitative performance 

of farm investments and the type and the quality of wines, with consequences on profitability. 

The latest reform of the Common Market Organisation (CMO) for wine took effect on August the 1 st 2008 

and introduced, among many initiatives oriented towards enhancing the competitiveness of the wine 

sector, a new voluntary three-year grubbing-up scheme from the 2008/2009 season, achieving a balanced 

wine market, reducing surplus production and providing an alternative for uncompetitive producers. This 

new policy is therefore mainly directed to increase product quality, as demanded from both domestic and 

foreign markets, without neglecting aspects relating to environmental safeguard in wine regions. 

Even grapevine nursery sector had been involved in guidelines set out in the new CMO for wine. This new 

regulatory framework, aiming to strengthen the entire chain, requires propagating material both with 

genetic-sanitary certification and consistent with recent market trends; in this meaning, it’s important to 

take account of either market signs concerning the varietal choices and the need to renew vineyards 

which have come to the end of their natural and economic life. 

Graft nursery activity, in fact, is closely correlated with wine market trend, both in terms of quantity and 

mainly quality, in relation to the meaning and the contents that the consumer assigns to the beverage 

"wine" (commodity, brand or private label, image or terroir, a mix of the three). However, it is common 

knowledge that market trends are unpredictable, just as consumer tastes can change abruptly; 

consequently, the market demand for propagating material is characterized by randomness too. 

Therefore, on planning the grapevine nursery production a key role is played on the one hand by 

nurserymen -on behalf of their knowledge of market trends, their experience, and their instinct too-, and 

on the other hand by the very specific combination of variety, clone and rootstock chosen by 

entrepreneurs depending on what will fit the profile of the their wine and what may fit their business 

requirement in the best way. 

The recently increased prestige of Sicilian viticulture and wines, the remarkable technical and managerial 

skills of entrepreneurs and the favourable climatic and soil environment, exert a positive influence on 

Sicilian graft nursery activity that takes on the meaning of an important economic activity. According to 

the latest available data (V General Census of Agriculture, 2000), this activity represents 12.1% of the 

national investment, mainly oriented towards vine cutting production, and 14.2% of the Italian grapevine 

nurseries. 

Based on these considerations and considering the lack of studies on the sector, this paper aims to realize 

an updated survey on the Sicilian grapevine nursery in a strategic perspective; first, a structural analysis of 

the sector will be carried out (number of nurseries, scion and rootstock increase block surface, main 

cultivars, etc. ..) and, subsequently, a direct survey of the most representative Sicilian nurseries will 

complete the study. The results will allow understanding specifically the complex mechanisms 

determining the graft nursery supply from which to infer how nurserymen and winemakers are reacting to 

the crisis that recently hit the wine market. The latter survey will also allow verifying the Sicilian 

nurserymen aptitude to integrate innovations into their farm business organization to diversify supply and 

to increase market shares already held. In that sense, the presence of grapevine nurseries cultivating 

organic material, on the one hand, would help to characterize the Sicilian wine production on the 

international markets and, on the other hand, would give a multifunctional value to graft nursery activity. 



Le vignoble Malagasy, un vignoble « singulier » 

Harivola Andriamananjara Rambeloson 

Université d'Antananarivo - Faculté des Lettres et Sciences humaines 

aharivola@yahoo.fr 

Le vignoble malagasy, une initiative de l’histoire 

Le vignoble malagasy est un vignoble d’introduction. Dès le XVIIème siècle, les Européens n’ont cessé 

d’attirer l’attention sur la culture de la vigne dans l’île de Madagasikara. Des réactions ont fait suite à cet 

engouement : discussions sérieuses à la fin du XIXème siècle pour déterminer l’origine de la vigne 

malagasy, diverses introductions et acclimatations ont eu lieu le long du XIXème siècle. Ces pratiques ont 

été encouragées, appuyées et accompagnées par l’administration coloniale durant ses premiers temps. 

Bien que toujours au stade d’essai, le vignoble malagasy a réussi à attirer l’attention d’un député de 

l’Hérault en prévenant le Président du Conseil et le Ministère de l’Agriculture en 1902 des dangers que 

pouvaient faire courir à la viticulture française les essais d’acclimatation et de culture de la vigne entrepris 

à Madagascar et en insistant qu’on arrêtât une aussi funeste entreprise. Mais à cause de sa culture 

compliquée, la viticulture est restée méconnue et le vin est considéré comme la boisson des vazaha. Les 

malagasy de l’époque n’étaient pas attirés par la vigne. Mais les expatriés ne se bousculaient pas non plus 

pour y investir. 

Pour leur besoin personnel, les petits colons cultivaient quelques pieds de vignes. Pour leur propre 

consommation et pour la messe, les religieux faisaient pareillement. Il semblerait alors que le vignoble 

malagasy ait commencé laborieusement. Les Hautes Terres Centrales malagasy ont accueilli la vigne, 

notamment leur partie méridionale, le Betsileo-sud. Il faut, en conséquence, comprendre que le vignoble 

malagasy n’est pas une culture dont la pratique est difficile en Europe. Plutôt qu’un motif de colonisation, 

il en est un produit involontaire. 

Le vignoble malagasy, un vignoble « tropical » 

Le vignoble malagasy est « azonal » : il est pratiqué dans un milieu tropical d’altitude. Mais il ne dédaigne 

pas l’Ouest malagasy au climat plus sec ; les essais d’acclimatation positive que l’on y a réalisées, bien que 

sans suite, le démontrent. Le déterminisme physique comme la non reproductibilité des terroirs ont fait 

leur temps. Mais la culture reste risquée car elle est liée aux excès des conditions de la nature tropicale 

qui ne sont plus à démontrer. 

Le vignoble malagasy est ensuite « marginal » : d’abord, il est faiblement mentionné: 1 000 000 de 

bouteilles l’année, telle est la production actuelle de vin de Madagasikara, estimée par un propriétaire de 

grand domaine viticole de Fianarantsoa. Replacée dans la production mondiale des vins selon l’OIV 2006, 

Madagasikara n’en produirait que le 0,0081%. Autant dire que les vins malagasy, quantitativement ne 

comptent pas au niveau mondial ; marginal ensuite, car au niveau national aussi car la superficie viticole 

est faible par rapport à la superficie des autres cultures pratiquée dans le pays ; marginal enfin car au 

niveau de l’exploitation il ne compte que pour 10% du total. 

Le vignoble malagasy est enfin « atypique » : les cépages sont hybrides ; la législation n’existe pas ; la 

territorialité est faiblement marquée. La culture du raisin et la vinification ne le positionnent ni dans le vin 

de terroir ni dans le vin industriel. 

Le vignoble malagasy, un vin qui se cherche 

Beaucoup d’éléments rentrent en interaction dans la détermination du vin malagasy : le dualisme entre la 

cave coopérative paysanne, représentant plus de la moitié du vignoble national mais en quête difficile de 

personnalité, et les « grands domaines viticoles » qui se donnent une apparence de vignoble à 

l’européenne, mais une apparence seulement. Concrètement le vin malagasy quelle que soit son origine 

ont les mêmes problèmes ; le vin subit la concurrence des boissons traditionnelles et la consommation est 

faible; le vin est loin de vaincre les distances car il ne vieillit pas ; la culture bachique est très faiblement 

enracinée ; la filière est peu structurée, etc. 

Dans la nouvelle planète du vin actuelle, il faudra définir la place des vins tropicaux. 







16.30 - 18.30 pm 

Session 8 

WINE MARKETING 


Give me a Marketing Lever and I will Sustain my Wine 

Sustainability and Marketing Mix in the Wine Business. 

Leonardo CASINI, Alessio CAVICCHI, Armando CORSI, Cristina SANTINI 

U. Florence, U. Macerata - IT; U. South Australia - AU; U. UNITEL - IT p. 76 

Derivative Instruments for Wine Price Risk Management and Trading 

Apostolos KOURTIS, Dimitris PSYCHOYIOS, George DOTSIS, Raphael N. MARKELLOS 

Athens Univ. of Economics and Business - GR; Manchester BS- UK; 

Univ. of Essex- GB; Athens Univ. of Economics and Business - GR p. 76 

The Sicilian Viticulture in the International Context, 

between Market Crisis and New Competitive Scenarios 

Simona BACARELLA, Giuseppe CORONA, Alberto FORTE 

Dipartimento E.S.A.F. - Università Palermo - IT p. 77 

Competitiveness of Terroir Models on Global Market of Wines 

The Case of Sparkling Wines 

Christian BARRÈRE - OMI, University of Reims - FR p. 77 

Competitiveness of Wine Cooperatives 

Typology of Success Strategies of Aquitaine's Wine Cooperatives 

Vincent BERNATHA-DUFAUR, Frédéric COURET, Maryline FILIPPI 

GAIA - ENITAB - INRA - GREThA, Bordeaux - FR p. 78 

Determinants of Export Behaviour in Spanish Wineries 

Isabel BARDAJI, Belen IRAIZOZ, Julio ESTAVILLO 

Univ. Politécnica de Madrid; Univ. Publica de Navarra - ES p. 78 

The Italian Wine Market: an Empirical Analysis 

on Enterprises’Export of Campania Region 

Flavio BOCCIA – Univ. Napoli “Parthenope” - IT p. 79 

La distribution des vins au Québec : monopole et diversité 

Frédéric LAURIN - Univ. du Québec à Trois-Rivières - CN p. 80 

Wine Cooperatives of Bordeaux Area: Environmental Practices, 

Labels and Competitiveness 

Véronique SAINT GES, Marie-Claude BÉLIS-BERGOUIGNAN 

INRA-SPE; CNRS GREThA, Univ Montesquieu Bdx4 - FR p. 81 

Pantelleria Wine Industry between Competitiveness and Tradition 

Salvatore TUDISCA, Filippo SGROI - E.S.A.F., U. Palermo - IT p. 82 




Give me a Marketing Lever and I will Sustain my Wine 

Sustainability and Marketing Mix in the Wine Business. 

Leonardo CASINI, Alessio CAVICCHI, Armando CORSI, Cristina SANTINI, 

U. Florence, IT; U. Macerata, IT; U. South Australia, AU; U. UNITEL, IT 

lcasini@unifi.it, a.cavicchi@unimc.it, armando.corsi@unisa.edu.au, santini.cristina@gmail.com 

In the last years the implementation of sustainable practices in the wine business has grown due to the 

growing interest shown by institutions (both locally and globally) towards the diffusion of principles and 

practices that can preserve and protect agricultural and environmental resources. 

The interest in sustainability has also been fostered by a risen attention in consumers that are intrinsically 

motivated to buy organic and biodynamic products by opportunistic or altruistic drivers (Nielsen 2005; 

Torjusen et al., 2004). 

The characteristics of the business itself make of wine a “fruitful” field of study (Orth et al., 2007), but the 

issue of sustainability contributed to enlarge the scope of research on wine, to introduce new topics to 

investigate on, and to attract new academics. 

Most of research in this field has focused on describing how sustainable practices can be executed by 

wineries and the impact they would have on the entire “cluster”. Other part of the research has 

investigated consumer preferences towards organic or biodynamic wines, starting from the challenge of 

make wines be accepted by consumers after their launch on the market. 

Eminent scholars (Porter, 1995) by underlining the strategic impact that managing resources sustainably 

could have on competitive dynamics, put the basis for a deeper investigation of sustainability as a lever 

for achieving a competitive advantage. 

At a firm level, following the Porter’s framework of generic strategies (1985), implementing sustainable 

practices would help companies in achieving an effective differentiation; as a consequence for companies 

it would be easier pursuing a niche strategy and ask consumers to pay a premium price for their wines. 

This paper wants to examine how “sustainability” can be effectively implemented by wineries to achieve a 

competitive advantage. The purpose of the paper is twofold: firstly we want to depict how the “extended” 

marketing mix framework can be implemented when dealing with sustainability; secondly we want to 

provide an extensive reasoned literature review in order to outline those academic contributions that 

gave an enlighten on the relation between sustainability and marketing management. Market data about 

customer orientation towards sustainability and information about consumers’ attitudes and preferences 

will be provided, in order to outline the relevance of this phenomenon for the wine industry. 

Derivative Instruments for 

Wine Price Risk Management and Trading 

Apostolos KOURTIS 1 , Dimitris PSYCHOYIOS 2 , George DOTSIS 3 

Raphael N. MARKELLOS 4 

1 Athens University of Economics and Business, Greece; 2 Manchester Business School, UK; 

3 University of Essex, UK; 4 Athens University of Economics and Business, Greece 

dimitris.psychoyios@mbs.ac.uk, gdotsis@essex.ec.uk, markel@aueb.gr 

Variations in wine prices can be prominent and have widespread economic and financial implications. The 

existing risk management practices resort mostly to ineffective or costly approaches which include, for 

example, diversification, insurance policies, forward contracts, cash reserves, underleverage and wine 

reserves. In the present paper we propose the development of derivatives contracts on standardized 

baskets of wine in order to address the risk management and trading needs of market participants. In our 

empirical application, we use several popular continuous time processes in order to approximate the 

dynamics of the Liv-ex 100 Fine Wine Index. On the basis of our results we build equilibrium pricing 

models for wine futures, swaps and options. Practical examples of hedging and trading strategies are 

discussed. 



The Sicilian Viticulture in the International Context, 

between Market Crisis and New Competitive Scenarios 

Simona BACARELLA, Giuseppe CORONA, Alberto FORTE 

Dip artim en to E.S.A.F. - Univ ers i tà deg li Stud i di P alerm o 

simbac@unipa.it, gicorona@gmail.com, alberto.forte@unipa.it. 

The world wine market was subject, in the last few years, to deep changes that have affected the 

production, consumption and trade flows as a result of both the new CMO wine reform and the entry of 

new producing countries in EU as well as of the processes of liberalization of international trade. 

The market liberalisation and the increasing globalisation, widened the opportunities for placing wine as a 

product in new markets, unreachable until a few years ago: China, India, the Far East, and large areas of 

Central and South America, are not to be considered only as new competitors in various manufacturing 

sectors, but could provide important new market opportunities for wine companies and new prospectives 

of enterprises growth. 

The main goal of this research is to analyse the position of the Sicilian wine-producing sector within the 

international market, both in relation to the economic crisis which affected the entire global economic 

context, as well as to the changes that have profoundly changed the competitors and the very structure of 

wine market, considered in its international dimension. 

In this paper the authors have examined the internationalisation strategies implemented by Sicilian wine 

companies, evaluating the export of wine, in amount and value, by product type and country of 

destination, highlighting the correlations and divergences between the regional and domestic data, in 

order to identify areas of potential development, stagnation or decline of the demand. 

The research has been carried out taking into consideration different statistical sources on this field (OIV, 

FAO, ISMEA, ICE, ISTAT…). 

Competitiveness of terroir models on global market of wines: 

the case of sparkling wines 

Christian BARRÈRE 


christian.barrere@gmail.com 

Today wine markets are global markets: competition rules their global area. Nevertheless wines are 

produced on territories and with varying degrees of relation to them. It is usual to distinguish old terroir 

models and new cluster models. Models based on terroir and protected designation of origin face models 

based on cluster organisation, type of vine and brands. 

The aim of the paper is considering the present situation of terroir models and the changes occurring in 

their working when they are attacked by the new models of new producers (United States, Australia, 

Chile, New Zealand, South Africa …). We are peculiarly interested in the markets of white sparkling wines. 

The theoretical framework is given by an evolutionary model defined in Barrère (2003, 2007). A wine 

market is modelled as a strategic game between mutually dependant players the issue of which gives a 

well-defined level of quality. That leads to diverse dynamics and to specific path development 

dependences. 

The model is used to interpret the history of some sparkling wines. On the one hand some terroir models 

get incredible successes (obviously the main case is the Champagne one), on the other hand some others 

have poor results (who, today, knows the Blanquette de Limoux which is the oldest sparkling wine in the 

world). Moreover, at the beginning of their development, some terroir wines were in similar conditions 

but their paths to development have been very diverse. 

Then the present situation of terroir models is not unique. The paper thus considers the different policies 

used to compete with the new producers (in particular the premium policies), their results in the 

evolution of market segmentation and their consequences on the cohesion of regional wine areas. 




Competitiveness of Wine Cooperatives: Typology of Success 

Strategies of Aquitaine's Wine Cooperatives 

Vincent BERNATHA-DUFAUR, Frédéric COURET, Maryline FILIPPI 

USC 2032 GAIA ENITAB-INRA SAD UMR CNRS 5113 GREThA, Bordeaux 

v-bernatha@enitab.fr, f-couret@enitab.fr, m-filippi@enitab.fr 

The French wine cooperatives are a deeply heterogeneous group. First there is an uneven weight of this 

kind of enterprise in every French vineyard. Around 70% of Languedoc-Roussillon’s wine production is 

produced by cooperatives while only 29 % in Aquitaine. The scope of cooperatives products is different 

among vineyard. They supply most of Languedoc-Roussillon Protected Appellation of Origin (PAO) wines, 

but cooperatives use of PAO is stronger in Val de Loire if we compare to their weight in the production. 

Added to that, financial and economical performances of French wine cooperatives are very 

heterogeneous. 

Theses cooperatives are facing a changing market where national wine consumption is decreasing, and 

requiring more premium wines and international market is rising steadily. Foreign competition becomes 

stronger. Therefore, the stake of competitiveness of French wine cooperatives is more and more 

important. But, the heterogeneity of these companies implies to sort them through typologies in order to 

assess the diversity of cooperatives. The aim of this paper is to evaluate the competitiveness and the 

competitiveness’ factors of Aquitaine’s wine cooperatives. 

Firstly we will review the competitiveness and performance notions. Many studies about cooperatives 

performance use financial ratios. However, the specificities of agricultural cooperatives about members’ 

payments imply a new of measuring their performance. We will make a point on competitiveness 

literature. 

In a second part, we will measure competitiveness and competitiveness factors of Aquitaine wine 

cooperatives. The data are composed of two databases. The first one is built from various databases (LIFI, 

EAE, “enquête petites cooperatives”) and brings all French wine cooperatives together. The second one is 

the result of a survey on a sample composed of fourteen Aquitaine’s wine cooperatives. Our method 

consists in classifying cooperatives thanks to a cluster analysis of French wine cooperatives. Concerning 

our sample cooperatives, the belonging to a group reveals their relative characteristics and performance. 

It will permit to assess the competitiveness of these cooperatives. Secondly, we will assess strategies of 

our sample cooperatives through a cluster analysis with the aim to make a typology of strategies. The 

analysis of sample’s enterprise costs permits to study the strategies of cost, in particular commercial costs 

by kind of product. 

Finally, we will proceed to a description of success strategies for Aquitaine's wine cooperatives. 

Determinants of Export Behaviour in Spanish Wineries 

Isabel BARDAJI 1 , Belen IRAIZOZ 2 , Julio ESTAVILLO 3 

1, 3 Universidad Politécnica de Madrid; 2 Universidad Publica de Navarra 

isabel.bardaji@upm.es, iraizoz@unavarra.es, julio.estavillo@upm.es 

This paper presents an analysis of export behaviour in a sample of Spanish wineries. Within the 

framework provided by the theory of planned behaviour, the aim was to explain firm behaviour in terms 

of export intentions as determined by attitudes and other significant factors. The main findings suggest 

that export intentions vary across firms, ranging from an existing active export strategy to the 

consideration of exports as a possibility. Stronger export intentions, together with factors such as size and 

competitive advantages, have a significant effect on export behaviour. 



The Italian Wine Market: an Empirical Analysis 

on Enterprises’ Export of Campania Region 

Flavio BOCCIA 

Università degli Studi di Napoli “Parthenope” 

flavio.boccia@uniparthenope.it 

The evolutionary process that has characterized the multinational beverage and beer companies, with 

specific reference to their role in the wine market, proves to be always-growing and more dynamic. That 

is also thanks to efficient marketing policies, and to an intense international concentration and 

reorganization process of the alcoholic beverages sector which has brought to the establishment of a 

limited number of huge American, Australian and European multinational companies. Also the alcoholic 

consumption model has sustained deep changes. 

At the same time, international competition has deeply changed: today, we can no more talk about 

competition between countries, but we have to refer to competition between companies or groups of 

companies (often results of combination and take-over processes, also by actors completely unrelated to 

the market, as financial companies, insurance groups, merchant banks). The old world of wine and the 

new are not strictly opposed: the real difference is between companies which have focused on winning 

market-oriented strategies and those which have remained product-oriented. The effects of the strategies 

of the main multinational beverage companies in the Italian wine sector are still very limited, differently 

from the undoubted world success obtained: by the right changes, Italy (already at the top of 

international wine market) could adjust itself to the new requirements of entrepreneurial competition 

and have a special attention to the way companies relate with the market. 

The progressive growth of foreign multinational companies in different markets and their new company 

strategies, regarding production, distribution, marketing, brand policies, product diversification, 

promotional activities and investments, should push the universe of Italian small and medium enterprise 

to follow action lines that are capable to let them compete with the main global actors, with good chances 

to succeed. 

The aim of the present work is to analyse the Italian wine-market and, above all, show the outcome of an 

enquiry into enterprises’ export of an important Italian Region: Campania. 




La distribution des vins au Québec : monopole et diversité 

Frédéric LAURIN 

Département des Sciences de la gestion, Université du Québec à Trois-Rivières 

Frederic.Laurin@uqtr.ca 

L’objectif de la communication sera d’analyser les effets de la monopolisation du système de distribution des 

vins et alcools au Québec sous l’angle du concept de la diversité de produit. Ce monopole, géré par la Société 

des Alcools du Québec (SAQ) a pour effet de réduire la diversité en terme de choix de produit et de maintenir 

des prix de vente élevés. Ce système de distribution étatique a une influence sur les habitudes de 

consommation et les goûts spécifiques des consommateurs québécois. 

Le "goût pour la diversité" des consommateurs en terme de choix de produit - concept intimement lié au 

plaisir du vin - est un élément fondamental souvent oublié dans l’analyse économique des effets d’un 

monopole. La communication décrira le système de sélection et de distribution des alcools au Québec, afin 

d’en démontrer les effets sur la diversité. Elle comparera le marché québécois à la Belgique, pays 

représentant de nombreuses similitudes avec le Québec. La SAQ annonce une sélection de 6 000 

références de vins. La Belgique, avec à peine 10 millions d’habitants, jouit d’une diversité inégalée en 

Europe pour un pays ne comptant pas de culture viticole, avec au moins 16 000 références. 

Si le marché québécois du vin devait être libéralisé, il se dirigerait plutôt vers le modèle belge, puisque la 

structure de la demande québécoise est très similaire à celle de la Belgique avec une croissance de la 

consommation de vins de qualité, le développement rapide d’un certain raffinement culinaire depuis plus 

de 20 ans ainsi que l’intérêt ou la curiosité des Québécois pour le vin. 

À titre d’illustration, une analyse approfondie des vins d’Alsace disponibles au Québec en comparaison avec 

la Belgique – en termes de prix et de diversité - sera notamment présentée. 

Enfin, la communication élaborera les bases économiques d’un scénario original d’une libéralisation 

partielle du marché, instaurant ainsi une certaine concurrence dans la distribution des vins et alcools du 

Québec. 

Cette concurrence devrait se déployer en trois temps. Dans un premier temps, l’arrivée de concurrents 

inciterait la SAQ à réduire sa marge de profit. Selon nos estimations, l’introduction de la concurrence 

devrait permettre une diminution des prix d’environ 30% en moyenne. Mais, tout comme dans les 

modèles de différentiation de produit où les consommateurs sont dotés d’une préférence pour la 

diversité, l’essentiel de la concurrence ne se réaliserait pas à travers les prix. Ainsi, dans un deuxième 

temps, les prix se stabiliseraient rapidement, les boutiques de vin se concentrant sur d’autres aspects de 

la concurrence, notamment la gamme des produits, le décor, le concept de boutique et le service à la 

clientèle. Dans un troisième temps, les cavistes les plus solides financièrement, qui auront su fidéliser une 

clientèle stable, réussiront à rester durablement sur le marché. Cela constituerait l’équilibre long terme de 

marché, c’est-à-dire une stabilité des prix et du nombre d’opérateurs sur le marché, chacun ayant trouvé 

la différenciation capable d’assurer une certaine rentabilité. 

Quant à la SAQ, comptant sur sa vaste expérience de distribution, sur un réseau de 400 succursales à 

travers le Québec et sur une image de marque forte, elle pourra continuer à servir les plus petits marchés, 

là où la concurrence risque d’être plus faible, afin de maintenir un niveau adéquat de diversité sur 

l’ensemble du territoire québécois. Mais au total, ce système de libéralisation partielle du marché 

permettrait l’émergence d’une plus grande diversité de vin au Québec. 



Wine Cooperatives of Bordeaux Area: Environmental Practices, 

Labels and Competitiveness 

Véronique SAINT GES 1 , Marie-Claude BÉLIS-BERGOUIGNAN 2 

1 INRA-SPE, Villenave d’Ornon; 2 UMR CNRS GREThA, Université Montesquieu Bordeaux4 

veronique.saint-ges@bordeaux.inra.fr, belis@u-bordeaux4.fr 

The purpose of this communication is to consider the specific issues and forms of environmental 

involvement of wine cooperative. The civil society and public authorities’ demand is more and more 

significant. So, the productive organizations of the wine industry profoundly must disrupt. Thus, in this 

industry competitive context, the actors must answer the dual challenge of meeting the environmental 

regulations requirements and remaining competitive. 

Encouraged to comply with these requests, winegrowers and cooperatives should be able to develop 

innovations. Environmental innovations are usually defined (OECD, 1997) as any innovation (process, 

product or organizational innovation) new for the actors who implement it, aiming explicitly or not at 

reducing environmental pollution. Recognizing the role of regulatory and societal pressure does not mean 

that these innovations represent an immediate and automatic response to regulation, particularly in 

viticulture. The evolutionary approach, which puts the actor’s skills at the centre of the innovation 

dynamics, is a relevant reference for viticulture (Possas et al., 1996). A previous study, implementing this 

theory in this sector, (Bélis-Bergouignan, Saint-Ges, 2009) shows that independent winegrowers are more 

readily involved in environmental initiatives when they are involved into collective actions. Indeed, these 

allow them to cumulate the needed regulatory, technological and organizational learning while 

beneficiating financial support (Saint-Ges, Bélis-Bergouignan, 2009). 

In this communication we question the ability of wine cooperative to become a key actor of the 

development of more environmental friendly practices. Indeed wine cooperatives represent a federative 

organization well adapted for the implementation of collective and sequential ameliorations of cultural 

practices (Filippi, Triboulet, 2006). Our research will be conducted, in the first step, by analysing in the 

Bordeaux area the specific features of 9 wine cooperatives being committed to an environmental label 

compared to the 35 ones being not committed. In a second step, analysing in-depth interviews realized 

with wine cooperative involved in the implementation process of labelling and certification of 

environmental quality, we will analyze their strategies in order to identify the levers and brakes to the 

development of environmental protection among their wine growers. 

Accordingly, we intend to determine to what extent the cooperative organization not only brings a 

competitive advantage for its members but also helps them to overcome two major impediments. In the 

eyes of wine growers, their non-commitment to environmental practices is due to the cost, considered 

too high, of the acquisition of environmental innovations and the complexity of technological and 

organizational knowledge required to get aware of the negative impact of their practices and to adopt 

cleaner practices and equipments. 




Pantelleria Wine Industry between Competitiveness and Tradition 

Salvatore TUDISCA, Filippo SGROI 


studis@unipa.it, sgroi@unipa.it 

Objectives 

Pantelleria with its 83 km2 is the first among the Sicilian satellite islands. Its volcanic territory is mainly 

characterized by steep slopes. Over the centuries man has created a series of innumerable terraces and 

'muri a secco' (dry stone walls) to facilitate the agriculture development -the peculiar characteristics of 

Pantelleria landscape. The island's economy is based first on tourism and then farming. The main 

cultivation, the of 'Zibibbo' cultivar, gives both the 'Passito'and 'Moscato'of Pantelleria, sweet liquorous 

wines with an ancient tradition. 

Currently, Pantelleria wine productive system is undergoing a period of economic instability caused by the 

gradual increase in production costs and difficulties in placing the product on the market. 

In light of the aforementioned elements, a study was carried out to analyze the possible marketing 

strategies that could be adopted to boost the competitiveness of Pantelleria wine production. 

Materials and methods 

On one hand, this research aims to highlight the importance of wine production for the island of 

Pantelleria, on the other it examines the firms' organizational processes determining how they interact 

with the environment. 

The analysis was divided into three parts. In particular, in the first instance, Pantelleria's socio-economics 

and territory were analyzed in order to highlight the specific elements that contribute in increasing the 

area's value. Then a specific investigation studied the organization models in Pantelleria wine producing 

firms. Finally the main specificity factors in Pantelleria viticulture, which could promote the appropriate 

corporate and collective marketing strategies, were defined through the SWOT analysis. 

Expected Results 

The research results can be interpreted to identify the economic and organizational system in Pantelleria 

wine production, which, together with tourism, justify man staying on the territory. Therefore this study 

aims to highlight what strategies may be undertaken to allow the 'enterprise system' to acquire a 

'competitive advantage' sustainable in the new economic environments due to market globalization. 



Saturday June 12 th 2010 

9.30 - 10.45 pm 

Session 9 

P L E N A R Y L E C T U R E 

on 

Experimental Economics 


Marie-Claude PICHERY 

An Arbitrary Coherence Problem 

Novices and Experts at a Wine-Tasting Experiment 


IMV (Institute for Wine Management); 

LESSAC (Laboratory for Experimentation in Social Sciences and Behavioral Analysis); 

Burgundy School of Business, Dijon - FR p. 85 

Are you what you eat (and drink) 

Experimental Evidence on Health Habits and Economic Behaviour 

Matteo M GALIZZI, Marisa MIRALDO 

University of Brescia -IT 

Imperial College Business School, University of London - UK p. 87 






An Arbitrary Coherence Problem: 

Novices and Experts at a Wine-Tasting Experiment 


IMV, Burgundy School of Business, Dijon; LESSAC, Burgundy School of Business, Dijon 

angela.sutan@escdijon.eu 

We conducted a three-step laboratory experiment with novices and experts in 

wine tasting, in January 209, involving 60 wine consumers. Participants were 

informed they will take part in several independent phases and will be monetarily 

rewarded, in addition to the initial endowment, according to their performance. In 

the first phase of the experiment, they took part in a commented wine–tasting, in 

presence of prestigious oenologists. Detailed comments on a Pays de l'Aude wine 

were provided, following all categorization axes, with the exception of the name. 

In the second phase, they had to submit bids following a second price auction 

mechanism for 3 prestigious Burgundy wines that they were willing to buy. In the 

third phase, they had to answer several questions, among which questions related 

to a suggestion for identifying the wine tested in the first phase, self confidence 

reports, wine grading, reasons they could have to recommend the wine, wine 

description, percentage of "changing mind" perceived participants, within a 

beliefs-elicitation procedure (answers were confronted to majority, and the lower 

the gap, the higher the reward). 

We obtained a 84% arbitrary coherence rate in the novices group, and a 51% rate 

in the expert group, based on an average of 40% self-confidence reports, 

homogeneous among novices and experts. Meanwhile, there is a negative 

correlation between the self-confidence and the final grade for the tasted wine. 

Moreover, the higher the number of reasons the novice participants were able to 

find with regard to the number of reasons they had to find (low versus high) to 

recommend the wine, the better was the grade, but the reverse situation occurred 

for the expert group. Submitted prices in the auction were higher in the expert 

group, but still remained below the real value of the 3 Burgundy wines. An 

anticipation of 20% to 40% "changing mind people" was obtained, whereas only 

10% to 0% actually changed their mind. 

Our experiment has marketing implications related to the induced preferences 

techniques, advertising techniques, and group perceptions, and is moreover among 

the first to test the impact of deeper thinking requirements on price offers. 

Keywords: experimental economics, induced preferences, second price auctions 






A re you what you eat (and drink) 

Experimental Evidence on Health Habits and Economic Behaviour 

Matteo M GALIZZI, Marisa MIRALDO 

University of Brescia; Imperial College Business School, University of London 


We run an experiment to assess how economic behaviour in a Trust game may be related to individual 

health habits, such as drinking, smoking and nutritional habits. We control for individual 

preferences for time and risk and a rich set of behavioural attitudes and psychological traits. 

We administrate to a sample of 120 subjects in York (UK) a session of both experimental tests 

and questionnaires, to measure preferences, behaviour and individual habits in smoking, 

drinking and nutrition. We construct several indexes of drinking habits and alcohol intake. For 

each subject, we computed an Healthy Eating Index (HEI) according to the 2005 USDA official 

guidelines. We elicit preferences for risk using variants of the paired lotteries experimental 

test. Time preferences are elicited through variants of the paired inter-temporal choices 

experimental test, with time horizons spanning from a week to six months. We consider a 

general functional form of time preferences nesting exponential, hyperbolic and quasihyperbolic 

discounting as special cases. We use the findings of a companion work in which we 

estimated by Maximum Likelihood the exact shape of risk and time preferences for each 

subject. We control for overconfidence, impulsiveness, self-monitoring and cognitive 

reflection, elicited through appropriate psychometric tests. We observe subjects’ behaviour in 

a repeated Trust game played in the laboratory and assess a measure of trust or 

trustworthiness for each subject. Using pooled OLS, GLS and panel random effects models, we 

estimate the impact of different individual health habits on the observed individual behaviour 

in the experimental game. We find that, controlling for the time and risk preferences and the 

psychological traits, several indicators for health habits, in particular the HEI index and the 

weekly alcohol consumption, exert a significant effect on the likelihood of a subject to engage 

in cooperative behaviour. 







& 


P O S T E R S E S S I O N 

Building Wine Reputation: an Explorative Study in Umbria 

Biancamaria TORQUATI , Alessio CAVICCHI , Chiara TAGLIONI, Chiara 

SEGHIERI, Cristina SANTINI 

U. Perugia; U. Macerata; Sant’Anna, Pisa; UNITEL - IT 


Luca ALTAMORE, Simona BACARELLA, Giuseppe CORONA 

Dipartimento E.S.A.F. - Università degli Studi di Palermo - IT 

Pick up the right Chance Card and Succeed in Monopoly: the case of 

Norwegian Wine Market 

Maria Bonaria LAI, Alessio CAVICCHI, Leonardo CASINI, Armando CORSI 

U. Cagliari, U. Macerata, U. Florence - IT; U. South Australia - AU 

The Culture of Wine as a Business Strategy. The Wine Culture Marketing Element 

José Antonio NEGRÍN DE LA PEÑA, U.Castilla la Mancha - ES 

Probably Not the Best Beer in the World. A Beer Tasting Experiment on the 

Role of Product Information 

Matteo Maria GALIZZI, Christian GARAVAGLIA 

U. Brescia and QMUL, U. Milano-Bicocca & KITeS, Bocconi Univ. - IT 

For a Few Glasses More: an Inquiry into the Determinants of Quality 

Awards to Italian Wines 

Giovanni CAGGIANO, Matteo M GALIZZI , Leone LEONIDA 

U. Padua; U. Brescia - IT; QMUL; Queen Mary U. London - GB 

Trade, Taxes, and Terroir: The Rise of the French Regulatory State 

during the Third Republic 

Raphaël FRANCK, Noel D. JOHNSON, John V.C. NYE 

Bar-Ilan University - IL; George Mason Univ. -US 

La vigne un espace durable dans la ville The Wine a Sustainable 

Space in the City 

Valérie KOCIEMBA , ADES /UMR 5185, ISVV Bordeaux - FR 

Quality and Socio-Economic Determinants of Italian Wine Demand: a 

Censored Demand Approach using Microdata 

Francesco CARACCIOLO, Luigi CEMBALO, Eugenio POMARICI, Silvia RAIA 

Dept. of Agricultural Economics and Policy, U. Naples Federico II - IT 

Analysis and Valuation of Hospital Foodservice Quality: The Perugia Case Study 

Francesco DIOTALLEVI, Andrea MARCHINI, Francesco MUSOTTI, Chiara 

RIGANELLI, Università degli Studi di Perugia - IT 




Building Wine Reputation: an explorative study in Umbria 

Biancamaria TORQUATI, Alessio CAVICCHI, Chiara TAGLIONI, 

Chiara SEGHIERI, Cristina SANTINI 

University of Perugia; University of Macerata, Dpt of Studies on Economic Development; 

Scuola Superiore Sant’Anna, Pisa; Università telematica internazionale UNITEL 

torquati@unipg.it, a.cavicchi@unimc.it, chiara.taglioni@agr.unipg.it, c.seghieri@sssup.it 

Companies perceive reputation as an intangible resource that could have a strong impact on their 

performance (Aaker, 1989; Hall, 1993; Grey & Balmer, 1998): reputation can be considered as a leverage 

for achieving a competitive advantage. Company’s reputation, as well as its product’s reputation, depends 

on company’s past actions and future prospects (Fombrun & Shanley, 1996), but it can also be affected by 

external environment: media play a key role in reputation dynamics. The wine business is an excellent 

field of study for examining the issue of reputation: background researches have focused on consumers’ 

willingness to pay for a wine according to its perceived reputation (Landon & Smith, 1997; Lecocq & 

Visser, 2006), whilst other have explored many facets of reputation, such as collective reputation. 

The aim of this work is to provide an explorative exercise to verify the impact of some variables 

responsible for wine reputation on the scores released by some of the most important national wine 

guides. 

A database of wines including wineries’ characteristics and labels’ evaluations by major Italian guides have 

been built. Starting from the collection of information about administrative and fiscal unit of planted 

vineyards in Umbria, for each wine there is availability of data related to winery’s characteristics such as: 

average age of vineyards, coverage of vineyards on total available land, index of pedoclimatic quality, 

numerousity of wineries in the area, DOC / no DOC area, ownership, age of the owner, funds from 

European Union trough Rural Development Program, participation to Movement of Tourism organization. 

Moreover the specific information about the wine concerns: vintage, sensory characteristics, color, grape, 

price range together with the evaluation provided by major national wine guides. 


Luca A LTAMORE, Simona BACARELLA, Giuseppe CORONA 


altaluc@unipa.it, simbac@unipa.it, gicorona@gmail.com 

L'intérêt pour un territoire du point de vue touristique-enogastronomique est étroitement lié aux 

producteurs et à la qualité de leurs produits. Pour « l'enoturiste », le facteur d'attraction le plus important 

d’un territoire est le vin et la qualité du même. Une première connaissance de cette qualité peut être 

acquise par la consultation des guides aux vins publiées régulièrement. En effet chaque année, les vins 

produits par les entreprises sont objet, en un grand nombre de manifestations et « bancs d’essai », d'une 

attentive évaluation de la part des experts du secteur. Ces évaluations sont collectées et ensuite publiées 

dans les guides spécialisées. 

Il est, donc, évident que n'importe quel consommateur peut être plus ou moins influencé par les 

évaluations présentes sur ces guides, et par conséquence il peut être influencé dans le choix d'un 

territoire « enoturistique » à visiter. En tel sens, but de la recherche est l’analyse de la visibilité des 

entreprises siciliennes sur deux des plus importantes guides aux vins publiées en Italie : « I vini d’Italia » 

du Gambero Rosso et la guide « I Vini di Veronelli ». L’analyse a été effectuée en comparant le nombre 

d'entreprises décrites et le nombre de vins évalués, et aussi en étudiant l'évolution et les différentes 

méthodologies de classement qualitatif adoptées par ces guides dans les années. La recherche a été enfin 

complétée avec la consultation d'Internet, des revues et publications du secteur. 

Mots-clés : eno-tourisme, vin, guides spécialisées, qualité 



Pick up the right Chance Card and Succeed in Monopoly 

the Case of Norwegian Wine Market 

Maria Bonaria LAI 1, 1 , Alessio CAVICCHI 2, 

Leonardo CASINI 3, Armando CORSI 4 

1 Università di Cagliari, Italy; 2 University of Macerata, Italy; 3 University of Florence, Italy; 

4 University of South Australia, Australia 

mblai@unica.it, a.cavicchi@unimc.it, lcasini@unifi.it, armando.corsi@unisa.edu.au 

The wine market in Norway is a monopoly. In fact, it is possible to buy the wine, and all alcoholic drinks, 

only in special stores called “Vinmonopolet”, or consume it inside the channel HORECA. The sale of this 

beverage through other retails, as happens in the others countries, is not allowed. 

There are two historic reasons behind that, both could be classified as social. In the 19th century Norway 

faced major alcohol problems, and in 1921 the sale of alcohol, which means also the sale of any kind of 

wine, was forbidden consequently of the referendum on prohibiting sales of spirits result, held in 1919. 

The first Vinmonopolet opened in 1871, and now these outlets count a number of sale points equal to 

262, able to cover the requirements of the Norwegian customers and located around all Norway. The 

number of wines presents inside the different wine shops is good. Wines coming from the main countries 

producers are available, within them it is possible to find, also, a good representation of Italian wine, 

especially with denomination. The most popular of these wines are available in all its shops, while those 

not in stocks at one outlet can be ordered without additional charge. This system allows the company to 

serve both the majority of its customers and connoisseur. 

As a consequence of this market structure, the choice of the wine mainly depends on the price, product 

quality and the perception consumers have of them. In this sense, it is possible to affirm that neutral 

policy is adopted by Vinmonopolet: no favouritism is shown towards brands, producers, countries or 

suppliers in general. 

The aim of this research is to give some enlightenment about the market structure in Norway and the 

related opportunities for foreigner producers. Starting from some data about level of sales and market 

shares among countries and brands, an analysis is carried on about the competitive environment 

experienced by all the actors of the retailing system. This analysis is based on both desk research on 

secondary data and on in-depth interviews to 20 key informants of Norwegian wine market. The key 

informant technique is an expert source of information (Marshall, 1996) recently used, among others, by 

Casini et al. (2008) to explain the competitive environment in UK wine sector. 

The Culture of Wine as a Business Strategy. 

The Wine Culture Marketing Element 

José Antonio NEGRÍN DE LA PEÑA 

Universidad de Castilla la Mancha 

JoseAntionio.Negrin@uclm.es 

It seems to be obviously important to the culture and history of wine in any trading strategy. However it is 

a question often forgotten by both makers of Appellations of Origin, for the same producers and 

distributors of wine. In the paper I am presenting to their assessment, try to design what would be a 

historic and cultural strategy to promote wine. I will focus my discussion on culture and history of wine 

from La Mancha (Spain), but with the intention of creating a model perfectly extrapolated to other wine 

districts. One of the biggest impact we will have in the so-called ecotourism, as a factor of wealth 

indirectly by the use of historical and cultural richness provided by the world of wine. We'll demonstrate 

and improve the knowledge of certain wines if exploiting the "cultural branding" of certain wines. For this 

study the origins of the disclosure wine culture in certain areas, to delve into the variables that identify 

with its historical assets and defending knowledge of wine culture. In short, try adding the properties 

culinary, medicinal and recreational wine drinking qualities social, cultural and historical. Heritage of 

peoples and countries and relevant economic asset. 




Probably Not the Best Beer in the World. 

A Beer Tasting Experiment on the Role of Product Information 

Matteo Maria GALIZZI 1 , Christian GARAVAGLIA 2 

1 University of Brescia and QMUL ; 2 University of Milano-Bicocca and KITeS, Bocconi University 

1 matteogalizzi@yahoo.it, galizzi@eco.unibs.it 

We investigate the role and impact of exposure to brands in consumers’ evaluations and purchasing 

decisions of beers, and explore its relation with exposure to price and intrinsic information. The first 

objective is to study the ability of consumers to identify their preferred beer. The second is to explore the 

effect of exposure of consumers to brands. The third question concerns the exact role played by brands, 

under three distinct perspectives: i) whether the effect of exposure to brands is either generalized or 

specific to preferred beers; ii) the interaction between intrinsic and extrinsic information; iii) the ability of 

brands to induce perception of sensory characteristics. Finally, the interaction with exposure to prices, 

and with the conveyed signals about expensiveness and quality. We propose an experimental design 

combining analytical methods from experimental economics and sensorial analysis. We collect 

information from a questionnaire and a multi-stage beer tasting experiment. The experiment is designed 

to exploit information both on within-subject differences across different stages, and between-subjects 

differences across treatments. Subjects go through a sequence of four stages, in which they provide 

evaluations and WTP about three beers under different conditions concerning the product information 

they were exposed to. The main results of our experimental analysis are the following. Consumers seem 

to be unable to significantly distinguish between beers in blind taste. Brands affect consumers 

evaluations: after the brand information is revealed, average evaluations change. These brand effects are 

stronger on most preferred brands, although they are quite generalized. Moreover, extrinsic information 

on brands also affect the description of sensorial perceptions of intrinsic characteristics of beers. Finally, 

no significant price effects emerge. 

For a Few Glasses More: an Inquiry into the Determinants 

Of Quality Awards to Italian Wines 

Giovanni CAGGIANO, Matteo M GALIZZI, Leone LEONIDA 

University of Padua; University of Brescia; QMUL; Queen Mary University of London 


We provide an empirical analysis of the determinants of quality awards to wines. To this aim, we consider 

four yearly editions (2007-2010) of the three most known and influential professional guides to Italian 

wines: Slow Food-Gambero Rosso (SF), Associazione Italiana Sommelier (AIS) and Vini di Veronelli (VV). 

We build an original panel dataset of all the wines which, in each year, have been awarded the top 

evaluation by at least one of the three guides. The top evaluation corresponds to 3 glasses (SF), 5 grapes 

(AIS) and 3 blue stars (VV), respectively. For each awarded wine, we collect a set of relevant variables, 

including: region, geographic area, category of wine (red, white, traditional method sparkling wine, sweet 

wine), official classification of the wine (IGT, DOC or DOCG), name and type of grapevines (autochthonous 

or international), their proportion in mixtures, productive methods and vinification techniques, aging 

years and habitat (steel, wooden barrel, barrique), number and type of perceived aromas, number of 

produced bottles, hectares of grown vineyards, experience and reputation of the wine-producer and the 

oenologist. Based on our dataset, we provide some descriptive statistics on the relative composition of 

the sample of awarded wines, in particular concerning italian regions and grapevines, and test the 

existence of a bias in the guide valuations. We then extract the sub-sample of the wines which have been 

awarded the top evaluation by all the three guides, the truly best italian wines in each year, and replicate 

the previous analysis. Finally, we run a panel ordered probit estimation to assess the effect of each of the 

collected variables on the probability for a wine in the dataset to win awards by more than one guide. 



La vigne un espace durable dans la ville 

The vine a sustainable space in the city 

Valérie KOCIEMBA 

ADES /UMR 5185, ISVV Bordeaux 

v.kociemba@ades.cnrs.fr 

La viticulture a été étroitement associée à l’espace urbain jusqu’au XIX° siècle, en Europe les vignes 

paysages de vignes intra-urbaines et suburbaines accompagnaient le quotidien des citadins et la vigne 

leur fournissait leur vin. 

Ces territoires viticoles urbains, dont la superficie s’est réduite jusqu'à ne faire subsister dans bien des cas 

que des lambeaux anecdotiques, sont des espaces convoités, bien souvent des réserves d’espace pour 

l’urbanisation. Pourtant leur étude fait apparaître des facteurs de résistance certains, voire même des 

renaissances significatives. 

Notre communication montrera à travers l’exemple de l’espace urbain et périurbain bordelais (avec des 

focus sur les communes situées les appellations des Graves de Vayres, des Graves et du Haut Médoc) que 

la vigne longtemps victime de l’urbanisation est aujourd’hui un frein potentiel à l’avancée du front urbain. 

Mais au-delà de l’aspect purement quantitatif en terme de superficies plantées, nous étudierons 

comment la vigne est utilisée par les communes comme élément identitaire associée à la réflexion sur la 

qualité territoriale communale et dans quelle mesure elle contribue à leur marketing territorial. De plus, 

dans bien des communes urbaines, la présence d’un vignoble participe à la dynamique économique du 

territoire par la présence et le développement d’activités vitivinicoles de la filière (conditionnement, 

laboratoire d’analyse) et surtout par la mise en place d’une offre oenotouristique. Le terme de durable 

contenu dans le titre sera envisagé dans toute sa polysémie, renvoyant tant à la permanence des vignes 

dans les espaces urbains que dans le sens plus contemporain lié à l’expression développement durable. En 

conclusion nous tenterons de mettre en relation le terme de terroir, associé généralement à des espaces 

ruraux à vocation agricoles, avec l’espace urbain. 

Trade, Taxes, and Terroir: The Rise of 

the French Regulatory State During the Third Republic 

Raphaël FRANCK 1 , Noel D. JOHNSON 2, , John V.C. NYE 2 

1 Department of Economics, Bar-Ilan University, Israel; 2 Department of Economics, 

George Mason University and Mercatus Center, Fairfax, VA 

franckr@mail.biu.ac.il, njohnsoL@gmu.edu, jvcnye@gmail.edu 

How did regional taxes affect the production and consumption of wine in France As early as the Hundred 

Years War cities in France were authorized to collect taxes known as octrois on goods intended for 

consumption within their boundaries. High octrois rates potentially generated Alchian-Allen effects that 

biased consumption and production towards smaller scale producers and higher quality wine. We take 

advantage of exogenous variation in local octrois tax rates generated by a 1901-1905 policy experiment to 

test this hypothesis. We create a department level panel data set on octrois tax rates, wine consumption, 

and the scale of wine production between 1895 and 1906. Using a differences-in-differences framework 

we show that when local octrois taxes were forcibly reduced by the National government large scale 

producers of lower quality wine entered the market, whereas small scale producers exited. Furthermore, 

these newly unemployed small scale viticulteurs formed the core of the political movement to introduce 

“modern” French wine regulation. Our research illustrates how a long history of high internal taxes on the 

wine trade in France created the interest groups that eventually lobbied for protectionist measures that 

are still with us today. 

Paper Classification: Economic/Econometric Analysis of Wine Markets, Quantitative History, and 

Regulatory Impact of Taxes 



Quality and Socio-Economic Determinants of Italian Wine Demand: 

a Censored Demand Approach using Microdata 

Francesco CARACCIOLO, Luigi CEMBALO, Eugenio POMARICI, Silvia RAIA 

Department of Agricultural Economics and Policy, University of Naples Federico II (Italy) 

Center for Advanced Training in Rural Development Policy and Economics 

cembalo@unina.it 


Wine market evolved dramatically over the last three decades. One reason, among the peculiar features of this evolution, 

has been the significant enlargement of the premium wines. Nevertheless, consumption of basic wines in traditional, like 

Italy, and newer consuming countries still represents the larger market share, in volume and value terms. 

Basic wine consumption is changing itself. Consumption quota of un-bottled wine purchased in wine shop or directly by 

producers is decreasing, while share of wine purchased in supermarkets, frequently in unconventional containers as brik or 

bag-in-box, is increasing. The latter can be considered as convenience good. The market share of these wines is increasing 

and wine marketing is evolving in an attempt to take into account this new, more and more, crowded market segment. 

Pricing strategies of the new nature of basic wine become of paramount relevance among marketing tools. Therefore, 

developing a deeper and more analytical knowledge about basic wine demand is becoming of dramatic importance.The aim 

of the proposed paper is to analyse basic wine demand in Italy. Other studies concerning wine demand system, used 

aggregated data across time and regions with no specific implementation of socio-demographic consumers’ characteristics. 

On the contrary, our econometric model uses household consumption micro-data to distinguish among different household 

types (e.g. by socio-demographic characteristics). Moreover, it closely evaluates the direct impact of the socio-economic 

characteristics in changing wine consumption patterns. 

Sample is statistically representative of Italian households. Data was collected by A.C Nielsen (a leading market research 

organization operating in Europe) which collects household real consumption of food products. A panel of 6,000 Italian 

households regularly record their purchases through a scanner (HomeScan). Each purchase record contains household 

identification and several quantity and quality product characteristics (brand, geographic origin of wine (POD), quality 

labelling such as DOC and DOCG, dimension and type of the packaging, price, store price promotion, number of purchased 

items, just to name some). 

From an empirical point of view, according to the established consensus, demand system estimates based on household 

cross-section data can be cumbersome on several grounds. The two main ‘dangers’ are violation of theoretical regularity 

restrictions and possible sample selection bias due to only a fraction of the population that has positive consumption for the 

items under study. To solve these and also other issues a two-step censored demand system based on the quadratic AIDS 

was used. 

First results show the dramatic relevance of socio demographic consumers’ characteristics on brick and basic wine. While 

basic wine can be considered as a substitute good of brick wine, premium, super premium and higher quality wines seem 

not to be affected by change in brick wine price. 



Analysis and Valuation of Hospital Foodservice Quality: 

The Perugia Case Study 

Francesco DIOTALLEVI, Andrea MARCHINI, 

Francesco MUSOTTI, Chiara RIGANELLI 


francesco.diotallevi@unipg.it, amarchin@unipg.it, musottif@unipg.it, chiara.riganelli@yahoo.com 

The hospital catering is characterized for the necessity to satisfy the nutritional and dietetic principles, 

and the several therapeutic requirements of the patient. The main problem is to coordinate the 

production with the always various number of the requirements. On the other hand, emerging of 

competition forms in the sanitary field, based on the possibility of chosen of the structure cure from the 

customer and on the prices and tariffs system, has open new spaces for the recovery of a strategic 

perspective of the public sanitary companies respect private sector. 

Always mainly, the hospital companies must centralize own attention so is minimal the difference 

between planned quality, distributed quality and perceived quality. 

The present work offers, through a public opinion pull on a specific case, a first attempt to tie the 

satisfaction or not satisfaction of a consumer regarding the sanitary service, on the base of some 

qualitative variable. The innovation of this work consist of a index series created from the hospital 

documents and patient judgment (questionnaire) to establish a gap between planned and perceived 

quality. 

The general objective is that one to approach, from an sectorial point of view, the field of the collective 

catering, focusing own attention on the sanitary segment and on its specificities. 

Moreover, the case study of the local context of the hospital company (called “Santa Maria della 

Misericordia”) of Perugia is faced with quantitive approache, to the aim to introduce a precise example of 

service performance. Moreover, it is tried to tie the final satisfaction of the defined variable consumers of 

such service to some strategic variables that could serve successively as a guide for the improvements of 

the business catering service. 

The type of quantitative approach of the present work offers very meaningful data, cause their originality. 

In fact it is proceeded to a survey giving a quali-quantitative questionnaire towards a significative 

champion of 160 patient inside the hospital. Of such questionnaires an approach of descriptive type has 

been faced in order to understand the type of champion.From the document of hospital, we know the 

aliments quality and the value assigned. After which, it has been passed to organize a regression analysis, 

with log - linear models, tying the final judgment of the patients to some critical variable extrapolated 

from the questionnaire. 

At this point, we have created a rapport between hospital aliments value and patient aliments value and 

the distance of both. 

The result have been demonstrated extremely interesting. In fact, it has been able to create a log - linear 

model that alloy the judgment of satisfaction to precise variable of qualitative type. 

Finally, we manage to have a distance quantitative measure about and perceived quality. 

The implications are somewhat important: they permit to the hospital company, on the base of the 

variable considered more weak, to improve own performance in the foodservice or for an advantage in 

the comparisons of the customers or for a competitive advantage respect to other private and public 

sanitary structures. 






VIRTUAL SESSION 

(Scientific papers given to the Conference by people not present in Palermo 

Full paper is available on our website) 

The more the Merrier. Collective Property Rights in the Wine Market. 

Livia Clelia NAVONE 

U. Piemonte Orientale, Dipt. di Studi per l'Impresa e il Territorio, Novara - IT 

The Impact of Values on culture-specific Consumption Patterns and Marketing 

Strategies: Comparison of German and Ukrainian Wine Consumers 

Astrid REWERTS, Jon H. HANF 

Leibniz Institute of Agricultural Development in Central and Eastern Europe, 

Dept. of Agricultural Markets, Marketing and World Agricultural Trade - DE 

Changes in the Wine Chain Managerial Challenges and 

Threats for German Wine co-ops 

Jon H. HANF, Erik SCHWEICKERT 

Leibniz Institute for Agricultural Development in Central and Eastern Europe, 

Halle; Fachhochschule Wiesbaden, Campus Geisenheim - DE 




The more the Merrier. 

Collective Property Rights in the Wine Market. 

Livia Clelia NAVONE 

Università del Piemonte Orientale, Dipartimento di Studi per l'Impresa e il Territorio, Novara 

livia_clelia.navone@eco.unipmn.it 

The Langhe, an Italian region, not differently from other beautiful vineyards landscapes, has experienced a 

process of rapid economic growth and capital accumulation as a result of success in the wine market. 

However, whilst wine producers elsewhere have achieved this target by guaranteeing only individual 

trademarks, Langhe has used a “mixed strategy”, which combines both individual and collective property 

rights on the same product. Compared to purely collective property regimes, this system introduces a 

certain level of individualization, which allows individual producers to internalize externalities due to 

overuse and underinvestment problems and benefit from both the individualistic and the collective 

economic logics. 

This research uses legal and economic tools, coupled with institutional theory, to analyze how the 

assignment of collective property rights in wine appellations to local producers contributed to the success 

of the Langhe, an Italian wine-growing region. The analysis will begin by attempting to provide an 

overview of the appellation system, taking as case study the Langhe, an Italian region (Chapter I). The 

investigation next turns to the analysis of the economics for the assignment of trademarks in the wine 

market (Chapter II). It then analyzes what the advantages and the costs are of collective marks compared 

to individual ones (Chapter III). In conclusion (chapter IV), the case study of wine appellations in the 

Langhe will provide empirical evidence of the theoretical efficiency of collective property regimes on 

marks in a context where members may freely exit and entrance is not restricted based on monopolistic 

concerns. 



The Impact of Values on culture-specific Consumption Patterns and Marketing 

Strategies: Comparison of German and Ukrainian Wine Consumers 

Astrid REWERTS, Jon H. HANF 

Leibniz Institute of Agricultural Development in Central and Eastern Europe 

Department of Agricultural Markets, Marketing and World Agricultural Trade 

rewerts@iamo.de, hanf@iamo.de 

Nowadays, consumers do not just consider the functional use of a product important, but also the 

emotional experiences a product is able to provide. These emotional experiences are sated with nonmaterial 

elements of a product whose accordant importance depend on the values held by the 

consumers. Hence, by referring to Means-End-Chain-Theory, it can be stated that personal values 

constitute the actual buying motive. For this reason, the identification of values helps to explain 

purchasing motives and preferences over and above the explanatory power of observable market stimuli 

such as prices and income. 

Moreover, values vary between different cultural circles. Because of this and of the influence of values on 

consumer behaviour, it is expected that cultural values lead to culture-specific consumption patterns. To 

determine these coherences between cultural values and the consumer behaviour of a cultural circle, we 

conducted an empirical study using laddering-interviews. We deliberately chose this qualitative approach, 

because laddering-interviews allow for the identification of the actual buying motives. Hence, the buying 

process, i.e. the reasons for certain purchasing decisions made by the consumers will be clarified. In order 

to contribute to the explanation of buying decisions, we questioned 20 German and 20 Ukrainian female 

wine consumers. 

After having presented the results of this empirical study, we highlight some differences concerning the 

consumption habits of German and Ukrainian wine consumers. Furthermore, we will elaborate on how 

these differences concerning the consumption patterns of consumers from diverse cultural backgrounds 

have to be accounted for in the development of marketing strategies. In order to not only consider 

culture-specific consumption habits in the formulation of communication strategies on a general basis, 

the provision for the results of our empirical study, i.e. for typical German and Ukrainian consumption 

patterns in communication strategies will also be presented. 

Changes in the Wine Chain 

Managerial Challenges and Threats for German Wine co-ops 

Dr. Jon H. HANF1, Dr. Erik SCHWEICKERT 

Leibniz Institute for Agricultural Development in Central and Eastern Europe, Halle. 

Fachhochschule Wiesbaden, Campus Geisenheim, 

hanf@iamo.de, E.Schweickert@fbg.fh-wiesbaden.de 

Wine production in Germany has a tradition of more than 200 years in each of the 13 German quality 

wine-growing regions. Even today small grape growers dominate the industry. As a result, most of the 

viticulturists are members of cooperatives. 

Our observation that grape growers still turn to wine co-ops, and hence, the increase in co-op members 

and vineyards, might indicate that the wine co-ops are successful. Thus, the aim of our paper is two-fold. 

First, we analyze the structure of this complex sector and the managerial construct strategic member 

groups. Second, we empirically test whether the formation of strategic groups is a driver of cooperative 

success. 

Keywords: Cooperatives, German wine market, strategic member group, success factor 



Other submitted papers 

(The author can not come in Palermo, and, 

at this time, he have not sent his full papers) 


The Role of Cultural and Religion Values on Wine Consumption 

Paolo BUONANNO, Paolo VANIN 

Dpt of Economics, Univ. of Bergamo; Dpt of Economics, Univ. of Bologna - IT 

Wine in the Maghreb: Representations and Consequences of Consuming 

Wine in a Muslim Environment 

Sofiane BOUHDIBA, Université de Tunis - TN 

Merchandising of the Prosecco Wine in the Retail Outlets 

of the Conegliano-Valdobbiadene District 

Luigi GALLETTO, University of Padova – IT 

Contracting, Technology and Quality: Insights from an Exploratory Contracting 

Survey among Canadian Grape Growers and Wine Producers 

Bodo E. STEINER, Univ. Alberta – Department of Rural Economy, US 

Some Uses of Rasch Model Parameters in Sensory Analysis. 

The Example of Wine Judging 

Francesco MARANGON, Laura PAGANI, Gian Pietro ZACCOMER, Stefania TROIANO 

University of Udine, Department of Economics - IT 

Using Discrete Choice Experiment to Measure Wine Tourists' 

Sensitivity for Winery Tours' Packages 

Livnat BEN-NUN, Eli COHEN 

Ben-Gurion U. Negev - IL; U. South Australia - AU 

Une clarification de la fonction de négociant en bordelais 

Jacques-Olivier PESME 

BEM - Bordeaux Management School - FR 

Tourism Development in Rural Areas: the Case of the Etna Wine Route in Sicily 

Giuseppina CARRÀ, Iuri PERI 

Dept. of Agricultural Economics and Resources Evaluation – U. Catania - IT 

From “Filière” to Territoire: the Case of Wine District in Sicily 

Marco PLATANIA, Iuri PERI 

University of Catania - IT 

A Palate of Contemporary Wineries: Grafting the Property with Purple Stains 

Annette CONDELLO 

Curtin University - School of the Built Environment, Bentley - AU 


Harivola ANDRIAMANANJARA RAMBELOSON 

Univ. Antananarivo – Fac. Lettres et Sciences humaines, MG 



The Role of Cultural and Religion Values on Wine Consumption 

Paolo BUONANNO, Paolo VANIN 

Dpt of Economics, University of Bergamo; Dpt of Economics, University of Bologna 

paolo.buonanno@unibg.it, paolo.vanin@unibo.it 

The debate on the role of cultural heritage and religion on people's economic attitudes and economic success has a long 

tradition in sociology. In his seminal work “The protestant ethic and the spirit of capitalism” Max Weber (1905) was the 

first to identify the significant role that religion plays in social change. He suggested that the Protestant Reform led a 

mental revolution that made possible the advent of modern capitalism. Almost a century after Weber’s seminal work, 

the importance of religion in explaining the prosperity of nations seems to be experiencing a rebirth. Guiso et al. (2003) 

using the World Values Surveys identify the relationship between intensity of religious beliefs and economic attitudes. 

Becker and Wossman (2008) show that Protestant economies prospered because instruction in reading the Bible 

generated the human capital crucial to economic prosperity. Putnam (1993) in his seminal study on Italy attributes the 

prevailing lack of trust toward others in the South to the strong Catholic tradition, which emphasizes the vertical bond 

with the Church and tends to undermine the horizontal bond with fellow citizens. Similarly, Landes (1998) attributes the 

failure of Spain to develop in the 16th and 17th century to the culture of intolerance diffused by the Catholic Church, 

which forced some of the most skillful people out of the country. Religion play an important role in everyday live and may 

influence individual behaviour towards the consumption of certain kind of goods. For example, Islam and Buddhism 

prohibit their followers from drinking, but Christianity and Judaism have largely approached alcohol with mixed 

messages. Many Christian denominations use wine in the Eucharist or Communion and permit the use of alcohol in 

moderation. Many religion denominations may even encourage moderate amounts of drinking on holidays, in order to 

make the occasion more joyous. Overall, apart from rare exceptions, religion forbid, discourage, or restrict the 

consumption of alcoholic beverages for various reasons. In this paper, using individual data, we try to evaluate whether 

culture, religion and participation to religious community may be related to alcohol consumption. We may expect that 

doctrinally specific norms may affect individual behaviour towards the consumption of alcoholic beverages. To identify 

the effects we are interested in, we expolit IV technique and control for a great number of individual variables, including 

demographics, health, habits, education, labour market status and job position, and for characteristics of the social and 

residential context. 

Wine in the Maghreb: Representations and consequences 

of Consuming Wine in a Muslim Environment 

Sofiane BOUHDIBA, Université de Tunis s.bouhdiba@voila.fr 

In the Arab world, an intensive debate is addressing the consuming of wine. This socio-demographic study examines the 

representation of wine in the Muslim modern societies, focusing on the Maghreb. 

Why is wine largely tolerated in the Maghreb, while it is haram (forbidden) in most Muslim countries Is that related to 

the magnification of wine in the Antic Arab literature Or may be it is due to the fact that Tunisia produces a high 

standard wine How is wine represented in the Maghreb societies What are the consequences of the use/abuse of wine 

on the health of the Maghrebian populations Are there programs initiated to reduce consumption of wine in the 

Maghreb What are they based on These are some of the questions to which I will try to find answers in the study. 

The research is organized into three sections. The first one examines the position of Islam and the charia (Islamic law) 

concerning the consumption of wine. The second part discusses the representation of wine in the Maghreb. The last part 

of the paper deals with the consequences of the consumption of wine on health and mortality in the Maghrebian 

populations, basing on medical statistics. 

Parts two and three will be also the occasion to point out the differences between Morocco, Algeria and Tunisia. 

Merchandising of the Prosecco Wine in the Retail Outlets 

of the Conegliano-Valdobbiadene District 

Luigi GALLETTO, University of Padova, luigi.galletto@unipd.it 

Based on a sample of 36 retail outlets (hypermarkets, supermarkets, superettes and discounts) located within the 

Conegliano-Valdobbiadene District, we performed a statistical analysis of the main mechandising features related to the 

Prosecco wine. 

The main aim of the research is to measure the importance of the Prosecco wine in the retail channel of the area of its 

principal designation of origin. This is done in term of linear meters and number of references in relations to other wines. 

Additionally, data on shelf location, prices, formats, typologies, corking type and brands were collected. 

Analysis of variance is used to proof differences among the outlets sizes and shelf positions (eyes, hands and feet). 

Prosecco wine accounts for 16% of the linear meters given to the white wines, but with a better facing in some business 

types. Prices level varies significantly according shelf position and outlets type. On average, the linear for the Conegliano 

Valdobbiadene denomination is about same of the other Prosecco indications; however, the former prevails within the 

sparkling type, whilst the latter increase within the semi-sparkling type. Prosecco brands are very numerous (77), but 10 

of them account for 63% of the references. 




Contracting, Technology and Quality: Insights from an Exploratory Contracting 

Survey among Canadian Grape Growers and Wine Producers 

Bodo E. STEINER, University of Alberta – Department of Rural Economy, bsteiner@ualberta.ca 

A contracting survey was conducted in Spring of 2009 among grape growers and wine producers in the Okanagan Valley, 

British Columbia. The survey focused on both contracting specifications as well as the use of technology, and the extent 

to which these vary by type of producers/ grape grower. The results are compared to previous surveys conducted in 

Germany (Steiner, 2000) and other contracting studies from Australia and California. 

Some Uses of Rasch Model Parameters in Sensory Analysis. The Example of Wine Judging 

Francesco MARANGON, Laura PAGANI,Gian Pietro ZACCOMER, Stefania TROIANO 

University of Udine, Department of Economics 

marangon@uniud.it,laura.pagani@dss.uniud.it,gianpetro.zaccomer@dss.uniud.it, troiano@uniud.it 

The Rasch model was originally introduced in psychometric field for the study of misreading in oral test, but because of 

his utility, importance, simplicity and flexibility, it has an increasing success in other applied field (in social sciences as 

well as in medicine). The aim of this paper is to use the parameters of Rasch model in sensory analysis. for evaluating 

expert wine judge performance. In particular with Many-Facet models it is possible to detect several aspects of judging, 

for example: expert wine judge performance consistency or judge severity in the assessment of wine quality. An analysis 

of a dataset concerning is used to illustrate this approach. 

Using Discrete Choice Experiment to Measure Wine Tourists' Sensitivity for Winery Tours' Packages 

Livnat BEN-NUN; Eli COHEN 

Ben-Gurion University of the Negev; University of South Australia 

bennunl@bgu.ac.il, elico@bgu.ac.il, eli.cohen@unisa.edu.au 

Wine tourism was often considered as a part of an overall tour and includes a 'bundle-of-benefits' such as winery visit, 

wine tasting, enjoying scenery and participating in other local activities and attractions. The main purpose of this paper is 

to explore the preferences of potential winery visitors regarding different winery package tours, and their willingness to 

pay for each package. We used discrete choice experiment for determining "utilities" of different benefits. In order to do 

so, respondents received 8 different choice tasks. In each choice task respondents were asked to choose their preferred 

"winery package tour" during their visit in a winery, out of a set of 4 winery tour packages. Each winery package tour 

included 4 attributes (information given during the visit; a possibility to taste wine during the visit; a possibility of 

purchasing special products from the winery; and different prices of the winery package tour. Each attribute consisted of 

2-3 options, also called 'levels'. 

Based on the respondents' choices we used the multinomial logit to measure the utilities of each attribute and each 

level, in order to estimate its' importance level. The next step was to measure the market share of each winery package 

tour by using the software market simulator. The simulation was carried out by changing one attribute at a time, in order 

to understand the consumers' preferences of the attributes in the winery package tour. Results show that consumers are 

willing to pay an extra fee for the opportunity to purchase special products during the visit in the winery. Decreasing the 

entrance fee will increase the market share of a package to 66.41% and a free entrance will increase the market share to 

76.35%. From marketing and managerial point of view, it is important for the wineries to identify the most attractive 

winery package(s) tours that could be offered to the visitors. The wineries can build alliances with other tourist operators 

in the region and offer a 'bundle of activities' with various attractions, and not only a single winery tour. 

Une clarification de la fonction de négociant en bordelais 

Jacques-Olivier PESME, BEM - Bordeaux Management School, pesme@bem.edu 

Le négociant est un acteur majeur dans la distribution du vin. Cette fonction est apparue dès le 11 e siècle lorsqu’un 

groupe de marchands situé à Bordeaux commerçait en exportant du vin vers l’Angleterre. A travers les siècles, le rôle du 

négociant a évolué au fil de l'évolution du commerce du vin. 

Aujourd’hui le marché du vin représente un poids conséquent dans l’économie de la région et la filière a vu arriver 

d’autres intermédiaires dans la distribution du vin. En effet, alors que le négoce constitue un maillon capital de 

l'organisation et de la réussite de la place, on dénombre actuellement différents acteurs dont le rôle peut interroger sur 

les réelles missions et attributions du métier de négociant sur le marché bordelais. Etre négociant à Bordeaux (et ailleurs) 

implique t'il le respect d'un certain nombre de critères visant à défendre les intérêts d'une profession, d'une place en 

particulier 



Tourism Development in rural areas: the case of the Etna Wine Route in Sicily 

Giuseppina CARRÀ, Iuri PERI 

Department of Agricultural Economics and Resources Evaluation – U. Catania - peri@unict.it 

Tourism has many potential benefits for rural areas: a) it can be an important source of jobs for rural communities and of 

additional income, especially for those that are economically underdeveloped; b) it can also enhance local quality of life 

by the creation of synergies for infrastructures and support services in the countryside; c) it can support the local culture 

by encouraging restoration of historic sites; d) it is a relatively clean industry and may foster local conservation efforts. 

Tourism strategies must be consistent with local goals and be sensitive to sustaining a community's character and 

traditions. Developing tourism that works in harmony with nature, culture and heritage is a goal of sustainable 

development. That sustainability both contributes to human well-being and is symbiotic with the natural environment. 

The efforts to promote tourism can offer existing heritage and cultural attractions the ability to increase the profile of 

their operations and augment the market size and demand for their products. 

The development of cultural/heritage tourism through the regional agri-food products can help to alleviate imbalances in 

the distribution of arts and heritage products in urban versus rural area, enhance and support the traditional culture and 

quality of life for residents in that area. 

In recent years there is an increasing attention on the link between the marketing and promotion of agri-food regional 

products and tourism development within rural areas. Regional agri-food products have a great potential in qualifying 

tourist offer. Actually, many promotional initiatives connected to these products are taken by groups of actors inside the 

regional product supply chain and outside it within a strategy of the local tourist offer. But successful initiatives requires 

an organizational structure, modern entrepreneurial culture, investments and so on, of which, almost always, rural areas 

result particularly poor. That makes the binomial “rural tourism development – regional agri-food products promotion” 

rather complex and problematic to become a concrete and effective development factor. In the context of development 

of tourism linked to food regional products in the rural areas, it has seemed useful to analyse the wine routes, that can 

be considered one of the most interesting instruments employed in the valorisation of typical wines and their areas, 

which has been spreading in recent times through Sicily as well as through other regions of Italy. 

The Etna wine route (EWR) case provides important insights for tourism development in a rural area based on marketing 

and promotion of a well-known regional product, an excellent wine produced over centuries. This case shows how this 

product is used as a strategic component for rural development and for enhancing local tourist attractiveness. 

From Filière to Territoire: the case of Wine District in Sicily 

Marco PLATANIA, Iuri PERI 

University of Catania, marco.platania@unict.it, peri@unict.it 

In recent years economic—agrarian studies has been attracted by the interpretative instruments offered by economic 

literature in the industrial sector. This interest can be traced to the nature of the agricultural enterprise, which is linked 

to the territory and forms part of a local society, the development of which is not determined only by human economic 

capacity, but also by the features of the producing environment in which the economic structure is located. 

Theoretical studies have been guided both by the need to understand the dynamics that have made some local 

producing systems particularly “vital”, and by the possibility of achieving the definition of an alternative way of 

promoting rural and agrifood systems. Indeed, the spatial dimension of the agrifood system and its interrelations with 

the territory have represented an interesting topic for analysis for some time now, also considering the continual 

adaptations introduced by policies in the sector. 

Economic development concentrating on a specific agricultural sector has seen in vine cultivation one of the most 

exemplary models in the Italian productive scenario in general and the Sicilian scenario in particular. There are various 

reasons for this: grape cultivation in Italy over the past twenty years has undergone a profound evolution principally 

related to progress in growing techniques and in new forms of breeding that have permitted higher returns. 

Modernization of the wine industry has thus radically changed the orientation within the market of companies in the 

sector. The role played by the consumer in this change needs to be mentioned. Indeed, the consumer is the main 

protagonist in this evolution, in that it is the consumer’s curiosity and the quest for new taste sensations that creates 

movement that is also associated with other elements such as the territory, tourism, quality, etc. 

With the legislative decree n. 228 of 18/05/2001 (Orientation and modernization of the agricultural sector), rural and 

agrifood districts were set up, through which regional administrations (who are asked to define the identification criteria) 

receive further instruments for the promotion of productive processes that are developing in their area. The importance 

of this legislative definition of the development model in agriculture highlights how legislators intend to promote local 

development by privileging the district-based plan. 

But if the methodological contribution present in the literature is particularly profound and widespread, the same cannot 

be said of the content of the delegated decrees with the evident lack of a specific discipline. The regional legislator 

therefore must not only draw up a policy for the enterprises within the district, but must also set up instruments that are 

able to influence the local system. 

This study has as its objective the definition of a methodological route leading to the identification, in the Sicilian region, 

of local wine-producing systems with district-based features, therefore likely to be included in the norms in favour of the 

districts. Beginning with the results of the latest censuses, and on the basis of previous contributions present in the 

literature, a series of indicators will be defined on a common basis. Mono- and multivariate analysis techniques will be 

applied to this set of values, thus identifying some “sets” of common factors that can be applied to local systems. 




Subsequently, we will seek to highlight those systems with economic features that might benefit from district norms 

recognition. 

A Palate of Contemporary Wineries: Grafting the Property with Purple Stains 

Annette CONDELLO 

Curtin University - School of the Built Environment, Bentley (Australia) - a.condello@curtin.edu.au 

The sybaritic settings of vineyards as exceptional venues for wine tasting have made it necessary to think about the 

luxury value of wineries since there is a history to designing these buildings. Similarly, the taste of wine (or its tastelessless) 

of the graphics on cork stops and wine labels have impacted how individuals choose their indulgence. Wine 

specialists usually commission artists to design them, for example, the exceptional Italian artist Mimmo Paladino. Winery 

architecture is a metaphorical expansion of wine labels. 

Recently, a glut of buildings in which celebrity architects have enhanced the image of the property of such venues 

through the design of wineries in Portugal, specifically the Adega Mayor in Alentjo (2003-2007) and the Quinta do Portal 

in Sabrosa (2006-2008) by Alvaro Siza, mark the territory with finesse. These wineries have created wine tourism not only 

for connoisseurs or new romantics but also for architects and landscape architects. Interpreting the sybaritic settings in 

Siza’s work in particular for thinking about their luxury value, this paper will consider how the property elsewhere as an 

agrarian place serves as a device for extending the link with property and the future of ‘grapevine’ architecture. The 

paper will concentrate on a variety of contemporary buildings that represent this design type in Australia and New 

Zealand – by word of mouth. 


Harivola Andriamananjara Rambeloson 

Université d'Antananarivo - Faculté des Lettres et Sciences humaines aharivola@yahoo.fr 

Le vignoble malagasy, une initiative de l’histoire 

Le vignoble malagasy est un vignoble d’introduction. Dès le XVIIème siècle, les Européens n’ont cessé d’attirer l’attention 

sur la culture de la vigne dans l’île de Madagasikara. Des réactions ont fait suite à cet engouement : discussions sérieuses 

à la fin du XIXème siècle pour déterminer l’origine de la vigne malagasy, diverses introductions et acclimatations ont eu 

lieu le long du XIXème siècle. Ces pratiques ont été encouragées, appuyées et accompagnées par l’administration 

coloniale durant ses premiers temps. Bien que toujours au stade d’essai, le vignoble malagasy a réussi à attirer l’attention 

d’un député de l’Hérault en prévenant le Président du Conseil et le Ministère de l’Agriculture en 1902 des dangers que 

pouvaient faire courir à la viticulture française les essais d’acclimatation et de culture de la vigne entrepris à Madagascar 

et en insistant qu’on arrêtât une aussi funeste entreprise. Mais à cause de sa culture compliquée, la viticulture est restée 

méconnue et le vin est considéré comme la boisson des vazaha. Les malagasy de l’époque n’étaient pas attirés par la 

vigne. Mais les expatriés ne se bousculaient pas non plus pour y investir. 

Pour leur besoin personnel, les petits colons cultivaient quelques pieds de vignes. Pour leur propre consommation et 

pour la messe, les religieux faisaient pareillement. Il semblerait alors que le vignoble malagasy ait commencé 

laborieusement. Les Hautes Terres Centrales malagasy ont accueilli la vigne, notamment leur partie méridionale, le 

Betsileo-sud. Il faut, en conséquence, comprendre que le vignoble malagasy n’est pas une culture dont la pratique est 

difficile en Europe. Plutôt qu’un motif de colonisation, il en est un produit involontaire. 

Le vignoble malagasy, un vignoble « tropical » 

Le vignoble malagasy est « azonal » : il est pratiqué dans un milieu tropical d’altitude. Mais il ne dédaigne pas l’Ouest 

malagasy au climat plus sec ; les essais d’acclimatation positive que l’on y a réalisées, bien que sans suite, le démontrent. 

Le déterminisme physique comme la non reproductibilité des terroirs ont fait leur temps. Mais la culture reste risquée 

car elle est liée aux excès des conditions de la nature tropicale qui ne sont plus à démontrer. 

Le vignoble malagasy est ensuite « marginal » : d’abord, il est faiblement mentionné: 1 000 000 de bouteilles l’année, 

telle est la production actuelle de vin de Madagasikara, estimée par un propriétaire de grand domaine viticole de 

Fianarantsoa. Replacée dans la production mondiale des vins selon l’OIV 2006, Madagasikara n’en produirait que le 

0,0081%. Autant dire que les vins malagasy, quantitativement ne comptent pas au niveau mondial ; marginal ensuite, car 

au niveau national aussi car la superficie viticole est faible par rapport à la superficie des autres cultures pratiquée dans le 

pays ; marginal enfin car au niveau de l’exploitation il ne compte que pour 10% du total. 

Le vignoble malagasy est enfin « atypique » : les cépages sont hybrides ; la législation n’existe pas ; la territorialité est 

faiblement marquée. La culture du raisin et la vinification ne le positionnent ni dans le vin de terroir ni dans le vin 

industriel. 

Le vignoble malagasy, un vin qui se cherche 

Beaucoup d’éléments rentrent en interaction dans la détermination du vin malagasy : le dualisme entre la cave 

coopérative paysanne, représentant plus de la moitié du vignoble national mais en quête difficile de personnalité, et les 

« grands domaines viticoles » qui se donnent une apparence de vignoble à l’européenne, mais une apparence seulement. 

Concrètement le vin malagasy quelle que soit son origine ont les mêmes problèmes ; le vin subit la concurrence des 

boissons traditionnelles et la consommation est faible; le vin est loin de vaincre les distances car il ne vieillit pas ; la 

culture bachique est très faiblement enracinée ; la filière est peu structurée, etc. 

Dans la nouvelle planète du vin actuelle, il faudra définir la place des vins tropicaux. 



Name of 

author 

or co-author 

AUTHOR's INDEX 

Session 

Page 

Name of 

author 

or co-author 

Session 

ABAY 2B 31 CAGGIANO Poster 92 

ACHABOU MAG. 7 CAMPREGHER 7 68 

ALEBAKI 4B 52 CARACCIOLO Poster 94 

ALEBAKI 5 56 CARRÀ VS2 103 

ALTAMORE 1 20 CASINI 8 76 

ALTAMORE Poster 90 CASINI Poster 91 

AMBL ARD 5 59 CASTILLO VALERO 6 64 

ANDRIAMANANJARA VS2 104 CASTRIOT A 4A 48 

ÅSBERG 5 57 CAVICCHI 2B 30 

ASTERIOU 6 62 CAVICCHI 8 76 

BACARELLA 8 77 CAVICCHI Poster 90 

BACARELLA Poster 90 CAVICCHI Poster 90 

BACARELLA 1 20 CELHAY 6 63 

BAILETTI 2B 30 CEMBALO Poster 94 

BAILET 4A 50 CEMBALO Poster 91 

BALDARI 2B 34 CHIRONI 6 62 

BARBER 5 56 CHIRONI 1 19 

BARDAJI 8 78 CHLÁDKOVÁ 2A 26 

BARISAN 3A 39 CHOSSAT MAG 11 

BARRERE 8 77 CIASCHINI 5 59 

BARRERE MAG. 11 CLAPS 4A 49 

BAZOCHE 5 57 COHEN E; 3B 44 

BELIS BERGOUIGNAN 8 81 COHEN E. VS 102 

BELLIA 2A 22 COHEN J. 6 65 

BEN-NUN VS2 102 COLUMBA 3B 46 

BENTZEN 7 68 CONDELLO Poster 104 

BERGOUIGNAN 3A 38 CORADE 2A 25 

BERNATHA-DUFAUR 8 78 CORONA 2A 28 

BIMBO 6 65 CORONA 8 77 

BOATTO 3A 39 CORONA Poster 90 

BOCCIA 8 79 CORONA 1 20 

BONNARD MAG 11 CORSI 8 76 

BORSELLINO 7 72 CORSI Poster 91 

BOUHDIBA VS2 101 COST A-FONT 3B 45 

BOURDON 2A 23 COURET 8 78 

BOUZDINE-CHAMEEVA 2A 24 CUELLAR 4A 49 

BRAVO-URETA 7 69 D'AMICO 2A 22 

BROUARD 1 18 D'AMICO 3A 39 

BROUARD MAG. 85 DAHL STRÖM 5 57 

BUONANNO VS 101 DE SALVO 2B 34 

Page 




Name of 

author 

or co-author 

Session 

Page 

Name of 

author 

or co-author 

Session 

DEKHILI MAG. 16 HZAMI 3B 44 

DEKHILI 3B 44 IAKOVIDOU 5 56 

DEL'HOMME 2A 25 IAKOVIDOU 4B 52 

DELMASTRO 4A 48 INGRASSIA 6 62 

DELUZE 3A 40 INGRASSIA 1 19 

DEOLA 5 57 IRAIZOZ 8 78 

DI TRAPANI 3B 46 JOHNSON Poster 93 

DI VIT A 2A 22 KOCIEMBA Poster 93 

DILMPERI 6 62 KOURTIS 8 76 

DIOTALLEVI 2B 32 KRAUSS 2A 27 

DIOTALLEVI Poster 95 LAI Poster 91 

DIOTALLEVI 4A 50 LANOTTE 3A 40 

DONIA 3B 46 LAURIN 8 80 

DONIA 5 58 LEGRAND 2A 27 

DOTSIS 8 76 LEONIDA Poster 92 

ESTAVILL 8 78 LOCKSHIN 6 65 

FILIPPI 8 78 MAALEJ 2B 33 

FIORITI 2B 32 MARANGON VS 102 

FORTE 3A 40 MARCHINI 2B 32 

FORTE 8 77 MARCHINI 4A 50 

FOTI 4B 52 MARCHINI Poster 95 

FOTI 7 70 MARKELLOS 3A 41 

FRANCK Poster 93 MARKELLOS 8 76 

FREIT AS 7 68 MINIACI 5 58 

GAL ATI 7 72 MIRAL DO MAG. 87 

GALIZZI 5 58 MIRAN 2B 31 

GALIZZI Poster 92 MOREIRA 7 69 

GALIZZI Poster 92 MTIMET 3B 44 

GALIZZI MAG. 87 MUSOTTI Poster 95 

GALLETTO VS2 101 NAVONE VS 98 

GANDOLFO 1 19 NEGRIN DE LA PEÑA Poster 91 

GARAV AGL IA Poster 92 NESCI 2B 34 

GEORGOPOULOS MAG. 9 NESCI 4B 53 

GIARDINA 6 62 NESCI 7 71 

GIL 3B 45 NICOLETTI 2A 28 

GIRAUD 5 59 NICOLETTI 3A 40 

GÜNDEN 2B 31 NYE Poster 93 

GURSKÁ 2A 26 MINIACI 5 58 

HANF VS 99 OLIVEIRA 7 68 

HANF VS 99 OLIVERI 3B 46 

Page 



Name of 

author 

or co-author 

Session 

Page 

Name of 

author 

or co-author 

Session 

OLMEDA FERNÁNDEZ 6 64 SMITH 7 68 

OUTREVILLE 3A 41 SOCCI 5 59 

PAGANI VS2 102 SOLER 5 57 

PAMPANINI 2B 32 SPAMPINATO 4B 52 

PANZONE 7 68 STASI 6 65 

PAPPALARDO 3A 39 STEINER VS2 102 

PASSEBOIS DUCROS 6 63 SUT AN 1 18 

PERI VS2 103 SUT AN MAG. 85 

PERI VS2 103 TAGLIONI Poster 90 

PESME Poster 102 TEBBY 5 59 

PICHERY 2A 23 TIMPANARO 4B 52 

PILATO 7 70 TIMPANARO 7 70 

PLATANIA Poster 103 TOMŠÍK 2A 26 

POMARICI Poster 94 TORQUATI Poster 90 

POVELLATO 4B 54 TROIANO VS2 102 

PRETAROLI 5 59 TRONCOSO 7 69 

PRIVITERA 4B 53 TUDISCA 8 82 

PSYCHOYIOS 8 76 TUMMINELLO 3B 46 

RAIA Poster 94 TÜRKEKUL 2B 31 

REWERTS, VS 99 UGAGL IA 2A 25 

RIGANELLI Poster 95 VANIN VS2 101 

ROSSETTO 3A 39 VANNI 4B 54 

SAINT GES 8 81 VELASCO-GRACIET 1 20 

SANTINI 2B 30 VINDIGNI 3A 39 

SANTINI 8 76 VIOLETTI 2B 30 

SANTINI Poster 90 VISCECCHIA 6 65 

SAPONE 7 71 VLAST AKIS 3A 41 

SCHIMMENTI 7 72 YANGUI 3B 45 

SCHWEICKERT Poster 99 ZACCOMER VS2 102 

SECCIA 6 65 ZAIBET 3B 44 

SEGHIERI 2B 30 ZAIRI 3B 44 

SEGHIERI Poster 90 ZOUARI 2B 33 

SEVERINI 5 59 

SGROI 5 58 

SGROI 8 82 

SIGGIA 3B 46 

SIMÕES 7 68 

SIRIEIX 3B 44 

SIRIOPOULOS 3A 41 

SLOAN 2A 27 

Page 




A SPECIAL thanks to our sponsors and partners 

for providing support to this Event 

Istituto Regionale della Vite e del Vino 

We will thanks also our Sicilian friends, WineMakers or OliveGrowers for their enthusiastic support: 

Aldo Viola - Azienda Agricola Guccione - Azienda Agricola Lombardo - Azienda agricola R.A.V. - 

Brugnano - Cantine Pellegrino - Colomba Bianca - Cusumano - Donnafugata - Fazio Wines - 

Feotto dello Iato - Fina vini - Gazzerosse Feudo Vignale - Grappa Bianchi - I.C.ONE - Rapitalà - 

Terre di Shemir - Vigna Foderà - Virgona

ENOMETRICS XVII - Vineyard Data Quantification Society VDQS

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