This article documents how the COVID-19 crisis has affected the drinking behavior of Latin European wine consumers. Using a large online survey conducted during the first lockdown in France, Italy, Portugal, and Spain (n = 7,324 individuals), we reconstruct the purchasing and consumption patterns of the respondents. The number of people who maintained their wine consumption frequency is significantly higher than those who increased or decreased their consumption. Wine consumption frequency held up better than other types of alcohol (beer and spirits). We analyze heterogeneities among countries and individuals by employing the Marascuilo procedure and an ordered logit model. The latter identifies the impact of demographic, commercial, and psychosocial factors on wine consumption frequency. The results shed light on changes in wine consumer behavior during the first lockdown and consider possible post-lockdown trends that could be useful to industry players. (JEL Classifications: D5, L66, Q1)

Upcycled foods (UFs) are foods that are produced from ingredients that would otherwise be wasted and are considered a sustainable solution to the issue of food waste. However, since consumers’ responses to these foods will ultimately determine their success, there is a need to identify the factors that affect such responses. This systematic review is intended to contribute to fulfilling this need. A literature search was conducted in Scopus on 10 July 2025. Following the PRISMA protocol and setting selected inclusion criteria (scientific papers on consumer evaluation of UFs published since 2010 in English), 54 research articles (83 studies) were analyzed. The findings are discussed through the lens of the Total Food Quality model, where product cues, combined with consumers’ characteristics and perceptions, develop consumers’ ultimate responses, such as general attitude (analyzed in 91.7% of the reviewed studies), purchase intention (77.4%), sensory evaluation (69.2%), and willingness to pay (66.7%). Despite the general positive consumer attitudes toward UFs, translation into actual purchasing behavior is not immediate, and consumer awareness appears to be a major obstacle. However, the analysis of the literature suggests promising strategies to widen the acceptance and consumption of UFs. These entail the use, for example, of informational tools (e.g., claims and certifications), which can be differentiated to target consumers with different levels of knowledge and appreciation of UFs. In addition, targeting specific consumer segments (e.g., environmentalists) can promote a faster acceptance and spread of UFs, while providing information about the nature of UFs will likely help to reduce relevant barriers, such as price sensitivity, risk aversion, and food and technology neophobia.

Wine tourism has long been a strategic tool for Italian wineries. The Covid-19 outbreak jeopardised its dynamics on multiple levels, creating physical (e.g., social distancing, travel bans) and psychological barriers. Online wine experiences constitute one of the key resilience strategies adopted by wine tourism actors, being still a relatively unexplored phenomenon in the scientific literature. The current study tackles this gap by analysing the drivers of interest in online wine experiences on the demand side, i.e. among a sample of Italian wine tourists (n=408), through Structural Equation Modelling (SEM). Notably, the model considers long-term (involvement with wine) and short-term (Covid-19 fear and anxiety) factors, digitalisation and willingness to support local wineries by partaking in wine tourism. Results highlight that the interest in online wine experiences is driven by context-dependent factors like fear and anxiety linked to Covid-19, and the involvement with wine. Diversely, willingness to go on a wine holiday is not a significant antecedent, even with Covid-19 fear and anxiety as limiting factors. Practical and managerial implications are discussed.

This article analyzes consumer loyalty in the Italian market for Prosecco sparkling wines. In particular, we examine the relationship among wine appellation, price, and consumer loyalty. To that effect, we run a Dirichlet model on Nielsen scan data to estimate brand performance measures and study purchase patterns in the sparkling wine market. We find that Prosecco wines benefit from high-consumer loyalty, and that this loyalty can be explained by both the appeal of the Prosecco appellation and its upper-tier price point. We conclude that promotion strategies with deep discounts, as they affect the appellation's image, might hurt consumer loyalty in the long run. (JEL Classifications: D12, L11, L66, M31)

The Italian market of sparkling wines increases as volume and assortment (such as brands, appellations, typologies) mainly because of sparkling Prosecco consumption. We investigate the repeated purchase behavior of sparkling wines in two years within the supermarket channel through scanner data collected from a consumer panel. We propose a Hidden Markov Model to analyze these data, assuming an unobservable process to capture consumers’ preferences and allowing us to consider purchases sparsity over time. We consider multivariate responses defining types of purchases, namely price, appellation, and sugar content. Customers’ covariates influence the initial and transition probabilities of the latent process. We identify five market segments, and we track their evolution over time. One segment includes Prosecco-oriented consumers, and we show that loyalty to Prosecco changes strongly over time according to the region of residence, income, and family type. The findings improve the understanding of the market and may provide evidence to design successful marketing strategies. (JEL Classifications: C33, C51, D12, L66)

Purpose: The purpose of this paper is to analyze the market of rosé wines in Italy, to outline retail strategies and to investigate to what extent the price is affected by branding these wines. Design/methodology/approach: A survey has been carried out on retailers by collecting data about wines as intrinsic attributes (grape variety, blending, origin, alcohol content, etc.) and extrinsic attributes (brand, price, packaging, etc.) and about outlet and retail environment. The hedonic analysis required a rearrangement of data survey, while a Box-Cox transformation allowed to control the strong heteroskedasticity detected of the data. Findings: Results provide strategies for still, semi-sparkling and sparkling rosé market segments. Still rosé wines are strongly differentiated, while the price is affected by the appellation, grape variety, blending, brand and outlet features. Two main strategies are suggested: the first focuses on appellations endorsing consumer’s brand loyalty; the second is driven by retailers while involving weaker brands. Different pictures emerged for semi-sparkling and sparkling wines, as producers and retailers tend to follow consumer’s preferences for fresh and easy drinking wines as well as to extend the product assortment. Research limitations/implications: Results for sparkling rosé wines cannot be generalized. The high fragmentation hinders the hedonic model performance in capturing the price effects of brands, appellations, grape variety and wine blend. Practical implications: The hedonic analysis provides suggestions for rosé wine producers that should reinforce their brand through associations among intrinsic attributes, such as appellation, and extrinsic ones, such as price, while satisfying retailer requirements. Originality/value: The paper contributes to the knowledge base about the Italian rosé wine market, which is mostly export-oriented. Model results help to understand why the domestic consumption is stagnant with respect to other countries such as France or the USA.