Purpose – The principal aim of this article is to examine attitudes of Italian consumers in relation to wine, identifying specific types of wine buyers. Design/methodology/approach – A sample of 442 Italian wine consumers has been surveyed and three measurement instruments have been...

Purpose – The purpose of this paper is to focus on measuring the importance of the attributes, which influence the wine choice of Italian consumers when they buy wine either in a retail or an on‐premise setting, identifying significant behavioural differences across geo‐demographic...