The Attitudes of Calabrian Wine Consumers: A Preliminary Survey

The wines of southern Italy have experienced an unprecedented development in the last two decades, especially Calabrian wines that have entered interesting niches of the market. In Calabria, the domestic market absorbs about 70% of regional wine production while the rest is marketed on the national market. Exports of Calabrian wines to the main international markets are severely limited and there is no particular commercial performance even in emerging markets. This study is a preliminary survey about the attitudes of consumers of Calabrian wine. It is organized in 4 sections: the first one presents the main characteristics of wine consumption in Calabria (frequencies, places of purchase and methods of consumption); the second section analyses the importance that consumers give to wines certifications; the third section is about the intrinsic and extrinsic attributes that matter for consumers in the choice of a wine.