Purpose: This paper aims to offer an insight into the fundamental structural changes that the wine sector world‐wide is undergoing as a result of globalisation and mounting international competition.Design/methodology/approach: The most important recent trends in wine production, consumption and distribution are analysed and possible future scenarios for the wine industry outlined. The constraints and opportunities that wine operators are facing and are likely to face in the future are also examined, as is competition between Old World and New World producers. In this context, an analysis of the structure of the Italian wine industry serves to underscore the importance of the local factor and its link to quality as a competitiveness tool.Findings: Globalisation has boosted competition between Old and New World producers. However, varying structures of production suggest the appropriateness of adopting competitive strategies shaped according to the varying relationship between different producers and their distribution (and especially major retail chain) networks, notably with respect to quality segments. For Old World producers a very important role will be played by product differentiation and the combination of tradition and innovation.Originality/value: This paper examines the options open to such producers, notably in Italy where strategies adopted vary according to economies of scale.

Climate change is expected to have a significant impact on various economic sectors (IPCC, 2007) but an especially large one on agriculture because animal and crop growth are heavily influenced by weather conditions during their life cycles. In this paper, a multidisciplinary approach is developed that jointly uses economic and bio-climate models to evaluate the impact of climate change on viticulture in Tuscany (central Italy). Then a model is used to evaluate the likelihood of adoption of various adaptation strategies

The aim of the study is the elicitation of the consumer's semantic perception of different alcoholic beverages in order to provide information for the definition of communication strategies for both the private sector (and specifically the wine industry) and the public decision maker. Such information can be seen as the basis of a wider social marketing construct aimed at the promotion of responsible drinking among young consumers. The semantic differential approach was used in this study. The data collection was based on a survey to 430 consumers between 18 and 35years old in Tuscany, Italy. The database was organized in a three-way structure, indexing the data in a multiway matrix. The data were processed using a Multiple Factor Analysis (MFA). Moreover, homogeneous clusters of consumers were identified using a Hierarchical Clustering on Principal Components (HCPC) approach. The results of the study highlight that beer and spirits are mainly perceived as "Young", "Social", "Euphoric", "Happy", "Appealing" and "Trendy" beverages, while wine is associated mostly with terms such as "Pleasure", "Quality" and "Comfortable". Furthermore, the cluster analysis allowed for the identification of three groups of individuals with different approaches to alcohol drinking. The results of the study supply a useful information framework for the elaboration of specific communication strategies that, based on the drinking habits of young consumers and their perception of different beverages, can use a language that is very close to the consumer typologies. Such information can be helpful for both private and public communication strategies.

Purpose: – The purpose of this paper is to verify the market potentials of health claims by means of a study that tests the effectiveness of extra-virgin olive oil promotion based on the nutraceutical indications recently authorised by European regulations.Design/methodology/approach: – The methodology utilises a discrete choice experiment on a sample of Italian consumers. Market segmentation is performed by means of applying a latent-class model.Findings: – The health claim proves particularly interesting for two consumer segments: the “functional claim seekers” (24 per cent) and the “reduction of disease risk claim seekers” (13 per cent). The former segment consists of young, single males who prefer more moderately priced olive oils. The latter is instead made up of elderly individuals who prefer an explicit message on disease and are oriented towards the higher price ranges.Practical implications: – The potentials in implementing a promotional strategy based on the awareness of olive oil’s nutraceutical properties are demonstrated. Strategies will have to target specific characteristics of the various consumer segments.Originality/value: – This paper has confirmed the opportunities that the recent European regulations on health claims have introduced for the olive oil market. This form of promotion could prove particularly important for quality productions that are often insufficiently recognisedvis-à-vistheir high production costs.

Purpose: The purpose of this paper is to analyse the motivations of young consumers of alcoholic beverages in order to supply information for the definition of corporate and social marketing strategies. The target of young consumers was chosen because of its association with the choice of consumption behaviours often resulting in health and social issues related to alcohol. The focus on motivations, on the other hand, is justified by the need to assess the contents of appropriate and efficient communication campaigns for both producers and public institutions. Design/methodology/approach: A means-end approach was used on a sample of young consumers from Tuscany via face-to-face interviews. The interviews were carried out with students who were completing their last year of high school. The results were processed using an MEC analyst software for the construction of the hierarchical value maps and cognitive maps showing the links between products and consumers. Findings: The results highlighted the perception of a “socialisation” attribute that is stronger when linked to the consumption of beer and spirits; however, wine is still perceived as a non-friendly beverage. The aspect of socialisation underlines both the pleasure of sharing consumption experiences and the dangerous binge drinking behaviour. Thanks to this approach, the study identifies the main elements in the cognitive structure that, if used to define a communication strategy, may guarantee a high degree of efficacy. Originality/value: The findings of the study constitute valuable information that can be used to prepare stages of communication plans within larger corporate and social marketing strategies. The wine sector can benefit from understanding the motivations that prevent young people from drinking wine and can attempt to fill the psychological and cognitive gap between young consumers and the product. Public institutions, on the other hand, may benefit from understanding the motivations that lead young people towards dangerous drinking behaviours. In turn, the institutions may be able to send appropriate messages within their communication activities aimed at containing such behaviours.