Consumer interest in organic wine is growing, but the effects of organic label, consumer quality perception and the support for the benefits claim of organic wine are not yet fully understood and at times doubtful. The literature shows a very heterogeneous picture regarding consumer behaviour...

In the wine sector, experiential marketing is becoming increasingly important since the success of a wine hinges on "experiential" attributes that include hedonic and symbolic values associated with emotions. An aspect not yet fully explored in the scientific literature concerns the extent to...