The game of chess between EU and US (TTIP) for the wine sector revolves around two main issues on which the negotiating partners are divided. The first regards the recognition of EU wines with PDO and PGI and protection of “semi-generic names”. The second considers the protection of...

Purpose – The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand...

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...