Purpose – The purpose of the paper is to identify and measure the main standards of the wine lists of upscale restaurants. Design/methodology/approach – Wine lists of a sample of 50 upscale restaurants were analyzed. A cluster analysis was performed. Findings – Three differentiated...

In recent years, wine marketing is assuming an increasingly important role in restaurants. The growing complexity of the supply of wines determines that consumer choice is conditioned by wine labels included in the wine list and the influence of the waiter. The objective of this study is to...