evidence on such prosuming for the wine industry is lacking. A multidimensional approach and 321 interviews with wine consumers … support the relevance of customer integration in the world of wine. Two clusters divide the wine consumers: prosuming … interested versus prosuming reluctant consumers. Against literature based expectations, demographics or wine knowledge are less …

The large retail chains represent the main distribution channel for wine sales in Italy. Retailers, therefore, define … the wine supply of their points-of-sale based on their own commercial strategies, taking into account evolving consumer … demand, producer characteristics, and product types. Wine bottles from different producers with varying characteristics …