Purpose – This paper aims to offer an in‐depth analysis of Generation Y's choices concerning the consumption of wine and other alcoholic drinks by examining the consumption situations in a traditional wine‐producing country. Design/methodology/approach – The study applied the multinomial...

European Commission has recently published the rules on the use of the quality term "mountain product". The new regulation aims to promote the sustainable development of mountain areas and to facilitate the identification of mountain products by consumers. Despite the importance of viticulture...