2017 Consumer Report Final Version Wine Opinions Vinitaly International Survey

Wine Opinions Vinitaly Survey
Report: U.S. Consumer
Awareness, Purchases, and
Perceptions of Italian Wines
March 6, 2017

© 2017 Wine Opinions,Vinitaly International – all rights reserved. 2
TABLEOFCONTENTS
INTRODUCTION 4
OBJECTIVES & METHODOLOGY 5
CONCLUSIONS 7
CONSUMER RESPONDENT PROFILE 11
WINE PURCHASE BEHAVIOR 14
MEDIA USAGE AND PROMOTIONS EXPOSURE 18
IMPORTED WINE PURCHASES 21
ITALIAN WINE 29
ICE/VINITALY CONSUMER SURVEY 40
TABLES & CHARTS
Consumer Respondents by Gender 11
Consumer Respondents by Age 11
Consumer Respondents by Generation 12
Top States Represented 12
Wine Consumption Frequency 13
Retail Wine Purchase Frequency by Price Category 14
Frequency of Wine Purchases by Channel 15
Degree of Influence of Purchase Factors 16
Wine App Usage 17
Frequency of Wine-Related Activity on Social Media 18

TABLES & CHARTS (continued)
Weekly or More Often Engagement in Wine-Related
Activity on Social Media by Generation
19
Percentage of Respondents Who Have Seen Wine
Regional or Brand Advertising or Promotional
Information
20
Percentage of Total Wine Purchased that is Imported 21
Past Year Purchase Frequency by Wine Region 21
Frequent Purchases by Wine Region and Age 23
Price Range Most Often Buy in by Wine Region 24
Most Likely Region Would Choose For... 26
Region Would Purchase by Wine Type and Price 27
Weekly/Monthly Retail Wine Purchases Among
Frequent Italian Wine Buyers by Price Category
29
Frequent Regional Wine Purchase Rates Among
Frequent Italian Wine Buyers
29
Frequent Italian Wine Buyers by Generation and
Price Category
31
Frequent Italian Wine Buyers by Generation
31
Top-of-Mind Words Describing Italian Wine 32
What Respondents Like About Italian Wine 35
What Respondents Dislike About Italian Wine 36
Italian Red Wine Familiarity 37
Italian White/Sparkling Wine Familiarity 38

INTRODUCTION
Wine Opinions is a wine market research company
focusing on the attitudes, behaviors, and taste
preferences of the segment of U.S. wine drinkers who
are the most frequent purchasers and consumers of
wine. To this end, Wine Opinions maintains the largest
online panel of highly involved wine consumers ever
assembled, and a U.S. wine trade panel that includes
wine producers, growers, importers, distributors, those
who work on-premise and off-premise, members of
the wine media, and others.* Wine Opinions also
undertakes custom research projects such as one-on-
one interviews, on- site interviews and evaluations, and
other such qualitative and quantitative research as suits
client project objectives.
 
Wine Opinions conducted quantitative research among
U.S. wine consumers commissioned by Vinitaly in
collaboration with ICE in an effort to set baselines of
Italian wine purchase behavior and perceptions in the
U.S.
*Like most online opt-in panels, the Wine Opinions panel of over 16,000 U.S. wine
consumers is considered a “non-probability” panel.
In addition, by the nature of its recruiting and participation, the Wine Opinions panel is by
design intended to represent two overlapping sub-segments among U.S. wine drinkers:
(1) Frequent wine drinkers (on average drinking wine several times a week or more often),
most of whom are highly involved with or influential on wine-shopping decisions, and (2)
Wine consumers who purchase 750ml bottles of wine at retail costing over $20 on a
monthly or more frequent basis. The advantage of the Wine Opinions panel
methodology is that it provides large sample sizes of these two key consumer groups,
which have relatively low incidence in the U.S. adult population as a whole.
The targeted, non-probability nature of the panel means that survey results based on
panel members should not be used to project or estimate the behaviors or sentiments of
the entire population of U.S. wine drinkers or even some segments of that population,
without additional analysis or modeling to adjust for the panel focus.
Wine Opinions is furnishing these survey results and other research findings (the “results”)
"as is" and does not provide any warranty of such results whatsoever, whether express,
implied, or statutory, including, but not limited to, any warranty of merchantability or
fitness for a particular purpose or any warranty that the results will be error-free. In this
regard, the results do not constitute advice and Wine Opinions shall have no liability for
the client’s use thereof. In no respect shall Wine Opinions incur any liability for any
damages including, but not limited to, direct, indirect, special, or consequential damages
arising out of, resulting from, or any way connected to the use of the results, whether or
not based upon warranty, contract, tort, or otherwise; whether or not injury was sustained
by persons or property or otherwise; and whether or not loss was sustained from, or arose
out of, the results of, the survey, or any services that may be provided by Wine Opinions.

OBJECTIVES & METHODOLOGY
The main goal of this study was to establish current levels
of U.S. consumer awareness, purchases and perceptions
of Italian wines. The specific goals of the survey were to
assess the following:
✓ Wine purchase frequency by price, channel, and
through wine apps.
✓ Social media usage for wine-related communications.
✓ Exposure to regional wine advertising and promotional
information by media outlet.
✓ The degree of influence of various purchase factors.
✓ The proportion of respondents’ total wine purchases
that are imported wines.
✓ Purchase frequency of Italian wine and wine from
competing regions.
✓ Consumer choices of wine by country for different
occasions, and in which price category respondents
most often buy wine from Italy and competing regions.
✓ How respondents perceive Italian wine, and what they
like and dislike about it.
✓ Familiarity with red and white Italian regional wines.
✓ Overall likes and dislikes of Italian wines.
In total, 1,463 Wine Opinions consumer panelists
participated in this study. Due to the length of the red
and white Italian regional wine familiarity questions,
respondents were split into two cells. In this case, one cell
was comprised of 556 respondents, and the other of 641
respondents.
All questions were cross-tabulated by the following
segments and significant differences of note were
highlighted in this report:

✓Gender
✓ Age: comparison of respondents in their 20s, 30s, 40s,
50s, and 60+. For some measures a comparison of
Millennials (aged 21 – 40), Gen Xers (41 – 52), and
Baby Boomers (53 – 69) is made.

Objectives and Methodology
(continued)
✓ Geography: respondents who live in the New York
metro area vs. California vs. all other states and the
District of Columbia.
✓ Frequent Italian Wine Buyers: respondents who
purchase Italian wine "frequently" vs. all others.
✓ Italian Wine Buyers by Typical Price: respondents
who most often buy Italian wine that costs under
$15 vs. those who most often buy $15 - $25 Italian
wine vs. those who most often by Italian wine that
costs $25 or more.
Where statistically significant results are reported, these
have been calculated at a confidence level of at least
90%.* For the overall sample the confidence intervals
ranged from approximately ±1.3% - ± 2.1%.
*Wine Opinions performs statistical significance tests on differences in respondent stated
behavior or opinion, assuming a normal distribution around the response means. These
tests are intended to highlight differences among the segments of the respondent sample
and approximate a range of likely results among U.S. high frequency wine drinker
respondents.

© 2017 Wine Opinions,Vinitaly International – all rights reserved.
7
✓ Italian wine is purchased by respondents more often
than wine from other competing import countries.
Nonetheless, California far surpasses Italy and the
other imported wine countries in purchase frequency,
as more than twice as many respondents
"frequently" buy California wine.
▪ Also of note is that Italian (and Spanish) wine
purchase rates are slightly higher among those in
their 30s and 40s; compared to French wines, for
which purchase skews slightly younger; and
California wine, which skews significantly older.
▪ The correlations between purchase frequencies
are strongest between Italian wines and French or
Spanish wines and lowest vs. California wines.
✓ Approximately half of the respondents selected $15
to $25 as the most frequent price range in which they
purchase Italian wines. This rate is similar for French
and Spanish wine. However, a higher percent of
respondents spend over $25 when buying French
wines than Italian, whereas a higher percent of
Spanish purchases are under $15 than Italian.
California purchase frequency is the most evenly
spread across categories, while Chile, Australia and
Portugal are mostly under $15.
✓ Respondents who most often buy Italian wine in the
under $15 price category buy wine more frequently
through wine chain stores and are influenced to a
greater degree by sales and discounts than
respondents who most often spend $25 or more on
Italian wine. These $25+ Italian wine buyers are
more likely to buy wine through fine wine shops and
direct through wineries, and shop less often for wine
in supermarkets or specialty food chains. They are
also more avid imported wine drinkers, which is
typical of consumers who spend more on wine and
are more involved in the wine category.
CONCLUSIONS

Conclusions (continued)
✓ Half of the respondents would most likely choose a
wine from California when buying a $10 - $20 wine for
a casual meal at home, and nearly half would choose
a California wine when buying a $20 - $30 wine to
take to a dinner party or a $10 - $15 glass of wine at a
restaurant. In comparison, approximately one-fifth
would choose an Italian wine for these occasions and
approximately one-fifth would choose French wine in
the dinner party and on-premise scenarios. Wines
from these three countries overshadow wines from all
other import countries tested in these scenarios.
✓ If consumers are forced to choose one region
between Italy, France and California, California
dominates in the under $15 white wine categories,
and the under and over $20 red wine categories.
France dominates in the over $15 sparkling wine, and
leads in the rosé categories although California is not
far behind. Italy’s strongest category is under $20 red
wine. Italy leads France in the under $20 red wine and
under $15 sparkling wine and is statistically tied for
white wine under $15.
✓ Frequent buyers of Italian wine are characterized by
being more frequent wine consumers in general and
more frequent purchasers of over
✓ $12 wine; more likely to shop at fine wine shops; and
being influenced to a greater degree by retail staff
recommendations, in-store tastings, and positive
reviews. They also tend toward drinking more
imported than domestic wine at greater rates, and are
more frequent purchasers of wine from competing
import countries.
✓ When respondents think of Italian wine they most
often think first of Chianti (almost one-fifth mentioned
it), and of dry, red wines such as Barolo, Tuscan wines,
and Sangiovese. Secondarily, Italian wine's
association with food comes to mind. As a category,
expressions of full body and flavor also came to mind
frequently (e.g. “robust,” “bold,” “rich.”)
✓ When asked what they like and dislike about Italian
wine, food-friendliness was mentioned most often as
a "like" and high prices (often for specific wines)
were the top "dislike." Other leading positive
aspects of Italian wine cited by many respondents
include affordability and value, variety, and that it is
smooth or easy drinking. Other leading dislikes
included the confusion or complexity of Italy's many
regions and wines, and a lack of availability of lesser
known wine types or regions from Italy.

✓ The only Italian wines purchased at least occasionally
by the majority of respondents are Chianti, Chianti
Classico, Pinot Grigio, and Prosecco. Respondents
are nearly universally aware of these Italian wines.
The other Italian wines fall into four groups:
▪ Those with high awareness and trial, but low
purchase rates (Moscato d'Asti, Asti, Lambrusco).
It should be noted that Moscato has higher
purchase rates among less involved and less
frequent wine consumers.
▪ Those that the majority are aware of and have
tried, but less than half purchase (Barbera, Barolo,
Barbaresco, Dolcetto, Nebbiolo, Monepulciano
d'Abruzzo, Brunello di Montalcino, Valpolicella,
Vino Nobile di Montepulciano)
▪ Those that the majority of respondents are aware
of, but have minority trial and low purchase rates
(Nero d'Avola, Soave, Orvieto, Frascati,
Verdicchio, Vermentino, Gavi)
▪ Italian wine varieties or DOCs that few have heard
of (Aglianico, Salice Salentino, Falanghina, Greco
di Tufo, Franciacorta, Fiano)
✓ A minority of respondents have one or more of the
leading wine apps installed on their phone. Less
than half of those who have the apps installed use
them to purchase wine, with the exception of
Wine.com, for which the majority who have the app
installed have purchased wine through the app.
▪ However, frequent Italian wine purchasers are
more engaged in the use of some of these apps,
though in most cases are not more likely to
purchase wine through them. The exception is
Hello Vino, through which they buy more wine
than other respondents. (Although it should be
noted that only about one in ten respondents use
Hello Vino.)
✓ When it comes to social media communications
about wine, Facebook is the only platform on which
the majority of respondents engage.
▪ Visually-oriented social media such as Instagram
and Pinterest have much higher usage among
younger consumers, with Instagram approaching
Facebook levels among those aged 21-29.

✓ Food and beverage publications, wine-oriented
publications, and wine-related websites recently
exposed more than half of respondents to regional
wine advertising and promotional information.
Travel and lifestyle publications and food or travel-
oriented TV reach over one third of respondents,
while wine advertising or promotion national
newspapers is recalled by approximately one-
fourth.

CONSUMER RESPONDENT PROFILE
Gender
✓ Just over half of this study's respondent pool was
male (53%), and just under half were female (47%).
Age
✓ On average, respondents were 50 years old, with
those in their 50s (28%) and 60s (28%) most
represented.
✓ Nonetheless, a substantial minority were under 50,
with 8% representing those in their 20s, 19% in
their 30s, and 17% in their 40s.
✓ On average, male survey respondents were older
than female respondents (52 vs. 48).
✓ Respondents in their 20s and 30s skewed female
(67% female/33% male and 54% female/46% male
respectively), respondents in their 40s were gender
neutral, and those in their 50s and 60s skewed
male (54% male/46% female and 63% male/37%
female respectively).
47%
53%
Male
Female
Consumer Respondents by Gender
28%
28%
17%
19%
8% 21-29
30-39
40-49
50-59
60+
Consumer Respondents by Age

Wine Purchase Behavior (continued)
Age (Continued)
✓ By generation, nearly half of the respondents were
Baby Boomers, one-quarter Gen Xers, and under
one-third Millennials.
▪ Baby Boomers skewed male (58% male/42%
female), while Millennials skewed female (58%
female/42% male).
Geography
✓ California was the most represented state (21%),
followed by New York (8%), Texas (6%), Florida and
Illinois (5% each).
▪ More than half of the respondents who reside in
New York, New Jersey, and Connecticut either
live or work in the New York metropolitan area
(58%), which translates into 7% of the total
respondents.
Top States Represented
California
New York
Texas
Florida
Illinois
New Jersey
Ohio 4%
4%
5%
5%
6%
8%
21%
46%
24%
30% Millennial
Gen X
Baby Boomer
Consumer Respondents by Generation

Wine Consumption Frequency
✓ 84% of respondents are high frequency wine
drinkers (drink wine every day or a few times a
week). All others drink wine once a week or less
often.
✓ Respondents 50 and older were more likely to drink
wine on a high frequency basis (88% - 89% of those
in their 50s and 60s vs. 81% - 83% of those in their
20s, 30s, and 40s). By generation, 81% of Millennial
respondents to this survey drink wine on a high
frequency basis, a directionally lower rate than
among Gen Xers (84%), but a statistically
significantly lower rate than among Baby Boomers
(88%).
Wine Consumption Frequency
Every day
A few times a week
About once a week
Several times a month
Once a month or less often 3%
4%
9%
51%
33%

14
✓ More than half buy under-$12 wine at least monthly
(61%).
✓ Although 63% purchase wine that costs between
$12 - $14.99 at least monthly, the largest contingent
do so monthly (38%).
✓ Two-thirds buy wine in the $15 - $19.99 price range
either monthly (37%) or several times a year (29%).
✓ In the $20+ categories, frequency of consumption
drops further: $20 - $29.99 purchase frequency
peaks at several times a year (33%), and most buy
$30+ wine several times a year or less often (61%).
✓ Male survey participants buy $15 and over wine
more often than their female counterparts, as do NY
Metro inhabitants compared to California and the
rest of the U.S.
✓ As shown in more detail further on in this report,
frequent Italian wine buyers shop fir over $12 wine
more frequently than others.

WINE PURCHASE BEHAVIOR
Retail Wine Purchase Frequency by Price Category
WEEK
LY
MONT
HLY
SEVER
AL
TIMES
A
YEAR
LESS
OFTE
N
NEVE
R
Under $12 34% 27% 14% 16% 9%
$12 - $14.99 25% 38% 20% 14% 3%
$15 - $19.99 16% 37% 29% 14% 4%
$20 - $29.99 8% 27% 33% 23% 9%
$30 or more 4% 15% 31% 30% 20%

✓ Respondents buy wine most frequently at
supermarkets or grocery stores and at fine wine
shops. Approximately four in ten use these
channels at least once a month (41% - 42%).
✓ About six in ten buy wine at food specialty chains
like Trader Joe's and Whole Foods, but purchases
are less frequent than at supermarkets.
Respondents are twice as likely to buy via this
channel less often than once a month (41%) than
buy at these stores once a month or more often
(20%).
✓ Just over half buy wine at warehouse clubs (53%),
purchase frequency tending toward less often than
monthly (34% vs. 18% who shop here once a month
or more often).
✓ Nearly three-quarters buy wine direct from wineries.
Again, mostly less often than monthly (52%).
✓ More than half do not buy wine online from either
fine wine shops (67%) or online-only retailers (71%).
MORE
OFTE
N
THAN
MONT
HLY
ABOU
T
ONCE
A
MONT
H
SEVER
AL
TIMES
A
YEAR
ONCE
OR
TWICE
A
YEAR
RAREL
Y OR
NEVE
R
Supermarket, grocery or
food stores
27% 14% 19% 13% 26%
Fine wine shops where you
purchase the wine in person
in the store
23% 19% 23% 15% 20%
Major wine chain stores
such as BevMo, Total Wine
& More, etc.
12% 16% 21% 17% 34%
Food specialty chains like
Trader Joe's, Whole Foods
10% 10% 19% 22% 39%
Warehouse clubs like Costco
or Sam's Club
8% 10% 18% 16% 47%
Direct from a winery, at the
winery, through winery
website, or via wine club
7% 13% 30% 22% 27%
Fine wine shops where you
can and do purchase the
wine online
3% 5% 13% 13% 67%
An online-only retailer such
as Wine.com or
WineAccess.com
3% 4% 11% 12% 71%
Frequency of Wine Purchases by Channel*
*It is important to note that non-grocery sales states and control
states affect these figures.

✓ In-store tastings are the most influential decision
making factor (60% rated it "very influential”).
✓ Second tier influencers include the wine being from
a country or region the respondent usually likes
(45% "very" influential), and advice from family or
friends (42%).
▪ These factors are more influential among those
under 40.
✓ Considered "somewhat" influential to the largest
contingent of respondents are store staff
recommendations, scores, positive reviews, and
discounts.
▪ Respondents who live in the New York metro
area value retail staff recommendations at higher
levels than other respondents (42% vs. 28% -
32% "very" influential).
▪ Those who live outside of the New York metro
area and California find sales and discounts
"very" influential compared to others (14% vs.
6% - 8%).
✓ Recommendations through a wine app and in-store
displays have the least influence.
VERY
INFLU
ENTIA
L
SOME
WHAT
INFLU
ENTIA
L
NOT
VERY
INFLU
ENTIA
L
NOT
INFLU
ENTIA
L AT
ALL
A tasting in the store where I'm
shopping
60% 31% 7% 3%
The wine is made in a country or
region whose wines I usually like
45% 46% 6% 3%
Advice from a wine
knowledgeable family member or
friend
42% 44% 9% 5%
Recommendation from staff in the
store where I most often shop for
wine
31% 52% 12% 5%
A score of over 90 from a
respected wine reviewer
25% 48% 17% 10%
A positive review of the wine I've
read in print or online
21% 58% 15% 6%
The wine is on sale for 10% off
(or more)
13% 45% 29% 14%
Recommendation through a wine
app on my smartphone
8% 35% 27% 30%
There is a special display of the
wine that gets my attention
6% 38% 37% 20%
Degree of Influence of Purchase Factors
(Don't knows removed)

✓ Looking just at wine app usage, Vivino had the
highest install rate (30%), double that of the next
most utilized app (15% have Wine Spectator
Wineratings+ on their phone or tablet).
▪ However, only in the case of Wine.com do more
than half of those who have these apps installed
on their phones actually buy wine through the
app.
✓ There were no significant differences in installation
rates between Millennials and respondents of other
generations for any of these wine apps.
✓ Millennials who had installed Wineratings+, The
Tasting Guide, and Wine.com were significantly less
likely to to use these apps to buy wine compared to
their older counterparts.
Wine App Usage
HAVE WINE APP
ON PHONE OR
TABLET
USED APP TO BUY
WINE (BASED ON
THOSE WHO HAVE
APP)
Vivino 30% 21%
Wine Spectator
Wineratings+
15% 31%
Wine.com 10% 83%
The Tasting Guide (Wine
Enthusiast)
8% 41%
Hello Vino 7% 34%

18
✓ Facebook is the only platform used by the majority
of respondents for wine-related communications
(78%).
▪ Twice as many respondents use Facebook (22%)
than any other platform (1% - 10%) at least once
a week to exchange ideas about wine.
✓ Monthly+ usage among those aged under 40 is
higher for Delectable and Instagram. Pinterest and
Instagram usage is highest for those in their 20s,
with Instagram rates approaching those of
Facebook. Vinvino and YouTube usage for wine-
related activity peaks for those in their 30s.
MEDIA USAGE AND PROMOTIONS EXPOSURE
Frequency of Wine-Related Activity on Social Media
WEEKL
Y OR
MORE
OFTE
N
MONT
HLY
LESS
OFTE
N
DON’T
USE
THIS
CHAN
NEL
Facebook 23% 22% 34% 22%
Instagram 10% 7% 20% 63%
Vivino 7% 8% 18% 67%
Twitter 6% 5% 15% 74%
Pinterest 5% 6% 20% 68%
YouTube 4% 4% 18% 74%
Delectable 2% 3% 6% 88%
Hello Vino 1% 2% 7% 89%

Media Usage and Promotions
Exposure (continued)
✓ Millennial respondents are more likely to engage in
wine-related activity on Instagram, Vivino, and
Delectable weekly or more often compared to their
older counterparts.
▪ Baby Boomer respondents are the least likely to
engage in wine-related activity at this frequency
using Facebook, Instagram, Twitter, YouTube,
and Delectable.
Weekly or More Often Engagement in Wine-Related
Activity on Social Media by Generation
MILLENNIAL GEN X BABY BOOMERS
Facebook 31% 26% 17%
Instagram 19% 10% 6%
Vivino 12% 7% 5%
Twitter 8% 10% 4%
Pinterest 8% 5% 3%
YouTube 7% 6% 2%
Delectable 6% 2% 1%
Hello Vino 3% 2% 1%

Media Usage and Promotions
Exposure (continued)
Respondents were asked where they had recently seen
any kind of advertising or promotional information on a
wine brand or region.
✓ More than half had seen this type of advertising or
promotional information in food and beverage
publications (64%), wine-oriented publications
(60%), or wine-related websites (57%).
✓ Nearly four in ten had viewed wine brand
advertising or promotions in a travel or lifestyle
publication or on a television program (38%).
✓ Less than one-quarter had been exposed through a
national newspaper or outdoor advertising channel
(21% - 23%).
▪ New York metro residents had a higher
incidence of regional wine advertising and
promotional information exposure through
national newspapers (39% vs. 23% - 24%).
✓ Only one in ten had heard brand advertising or
promotional information on the radio (10%).
Percentage of Respondents Who Have Seen Wine Regional
or Brand Advertising or Promotional Information
Food and beverage publications such as Food &
Wine, and others
64%
Wine-oriented publications such as Wine Spectator,
Wine Enthusiast, and others
60%
Websites on the Internet such as Wine-Searcher,
wine blogs, Wine.com, or the sites of wine media
57%
Travel or lifestyle publications such GQ, Travel +
Leisure, "in-flight" magazines, and others
38%
Television programs such as the Food Network,
Today Show, Parts Unknown, and others
38%
National newspapers such as the New York Times,
Wall Street Journal, USA Today, and others
23%
Billboards, kiosks, bus shelters, or other out-door
media
21%
Radio programs such as NPR, local radio AM/FM
stations, or Sirius XM
10%

21
✓ Of the total amount of wine respondents buy, 30%
of survey participants estimated that more than half
of the wine they purchase is imported.
✓ Italy follows California in most frequently purchased
wine in the past year. The majority buy California
wine "frequently" (66%) compared to 30% who buy
Italian wine frequently.
▪ However, 64% made at least several Italian wine
purchases in the past year.
✓ France and Spain lag Italy (57% and 50%
respectively made at least several purchases).
✓ The majority either made one or two purchases of
Australian, Chilean, or Portuguese wine in the past
year, or no purchases at all.
✓ Compared to the average respondent, frequent
Italian buyers were more likely to buy all imported
wines frequently and slightly less likely to buy
Californian wines. The difference was greatest for
French, Spanish and Portuguese wines.
IMPORTED WINE PURCHASES
Percentage of Total Wine Purchased that is Imported
0% - 25%
26% - 50%
51% - 75%
76% - 100% 9%
21%
36%
34%
Past Year Purchase Frequency by Wine Region
PURCHASE
FREQUENTLY
MADE
SEVERAL
PURCHASES
MADE
ONE - TWO
PURCHASES
MADE NO
PURCHASES
California 66% 23% 8% 2%
Italy 30% 34% 26% 10%
France 27% 30% 26% 17%
Spain 19% 31% 28% 22%
Australia 12% 27% 34% 27%
Chile 11% 26% 36% 26%
Portugal 6% 16% 35% 43%

Imported Wine Purchases
(continued)
✓ Compared to the average respondent, frequent
Italian buyers were more likely to buy all imported
wines frequently and slightly less likely to buy
Californian wines. The difference was greatest for
French, Spanish and Portuguese wines.
✓ There was a moderately strong correlation between
the frequency of purchasing Italian wine and
frequency of purchasing French or Spanish wine, but
the correlation was fairly low for the other import
countries and actually slightly negative (albeit not
significant) with California. This suggests that the
leading competitors for those who buy Italian wine
regularly are French or Spanish, and that a
consumer’s level of California purchases have no
relationship to their Italian purchases.*
*Resulting R-squareds (correlation coefficients) based on Spearman's
correlation were as follows: R2 =.53 for French wine, R2=.49 for Spanish wine,
R2 = .24 - .38 for other import wines, and R² = -.03 for California.

(continued)
✓ Respondents in their 30s buy Italian wine more
often than the oldest respondents (37% buy Italian
wines frequently vs. 28% - 29% of those 50+), but
their rates were on par with respondents in their
20s (29% - not a significant difference with France
due to base size) and 40s (34%).
▪ This pattern also held true for Spanish wine,
although at lower rates. French wine purchases
skewed slightly younger, and California
purchases significantly older.
✓ New York metro respondents had the highest rate
of frequent purchases of wines from all imported
countries, but they indexed highest for French and
Italian wines. Frequent purchasing of Italian wine
was reported by 49% of New York metro residents
vs. 24% for Californians and 31% of others.
20S 30S 40S 50S 60S
California 61% 52% 63% 72% 75%
France 32% 35% 28% 27% 22%
Italy 29% 37% 34% 29% 28%
Spain 18% 25% 23% 18% 18%
Portugal 3% 7% 8% 3% 7%
Australia 8% 12% 13% 15% 13%
Chile 8% 15% 14% 11% 10%
Frequent Purchases by Wine Region and Age

(continued)
✓ When asked in what price range they most often
buy wines from various regions, nearly half reported
they typically spend $15 - $25 on wines from Italy
(49%) and France (48%).
▪ Of the remaining respondents, one-third most
often spend under $15 on Italian wine (33%),
and just under one-fifth spend over $25 (18%).
This differed from French wine spending
patterns, wherein more respondents tended to
spend $25+ (26% for France vs. 18% for Italy),
and fewer less than $15 (26% for France vs. 33%
for Italy).
✓ The majority who purchase wines from Chile,
Australia, and Portugal spend under $15 on these
wines.
✓ The great majority of respondents were split
between spending under $15 (47%) and between
$15 - $25 (47%) on wines from Spain.
✓ Women buy wine from all regions "most often" in
the under $15 price category at higher rates than
men.
✓ Men buy wine from Portugal, Australia, Chile in the
$15 - $25 price range "most often" at higher rates
than women.
✓ Frequent Italian wine buyers were also most likely
to purchase in the $15 - $25 range (48%), but 25%
of them reported most frequently buying Italian
wines above $25.
Price Range Most Often Buy in by Wine Region
(Among those who regularly buy region's wine)
UNDER $15 $15 - $25 OVER $25
Chile 63% 33% 4%
Australia 57% 35% 7%
Portugal 56% 36% 7%
Spain 47% 47% 6%
California 36% 38% 26%
Italy 33% 49% 18%
France 26% 48% 26%

(continued)
Looking at just purchases of Italian wine:
✓ Those who most often purchase their Italian wines
under $15 are more frequent wine chain buyers
(37% vs. 26% - 27%).
▪ These respondents are influenced by sales and
discounts to a greater extent than other
respondents (19% vs. 4% - 12%).
✓ Respondents who most often buy Italian wine that
costs $25+ purchase wine more often:
▪ In person at fine wine shops (62% shop monthly
vs. 39% - 50% respondents who most often
spend less than $25)
▪ Online at fine wine shops (23% vs. 5% - 6%)
▪ Online through online-only retailers (13% vs. 6%
- 8%)
▪ Direct from wineries (35% vs. 18%)
✓ Respondents who most often buy $25+ Italian wine
shop less frequently for wine at:
▪ Supermarkets (26% shop monthly vs. 39% who
most often spend $15 - $25 on Italian wine and
59% of those who most often spend under $15)
▪ Food specialty chains (12% vs. 20% who most
often spend $15 - $25 on Italian wine and 34%
of those who most often spend under $15)
✓ Respondents who most often spend $25 or more
on Italian wine drink more imported wine: 18%
reported that 76% - 100% of the wine they buy is
imported vs. 8% who spend $15 and 11% who
spend $15 - $25 most often on Italian wines.
✓ New York metro area and California residents are
more likely to be primarily $25+ Italian wine buyers
(24% - 25% vs. 16% among residents in other
states).

(continued)
Respondents were asked to indicate which wine region
they would likely pick when choosing wine for three
specific situations:
A $10 - $20 wine for a casual meal at home:
✓ California was the top pick by a large margin (51%),
with Italy the second most often chosen region
(16%).
A $20 - $30 wine to take to a friend's dinner party:
✓ California was the top pick (47%), followed by both
Italy (19%) and France (21%).
A $10 - $15 on-premise glass of wine:
✓ Again, California was the top pick (44%), followed
by both Italy (21%) and France (20%).
Frequent Italian wine buyers were:
✓ More likely to purchase Italian wine (35%) than
Californian (30%) or French (12%) at $10 - $20 for a
casual home meal.
✓ More likely to pick Italian (37%) than French (26%)
or Californian (27%) at $20 - $30 to bring to a
friend’s dinner party.
✓ More likely (37%) to order the Italian wine by the
glass at $10 - $15 than French (24%) or Californian
(27%).
Most Likely Region Would Choose For...
$10 - $20 WINE
FOR CASUAL
MEAL AT HOME
$20 - $30 WINE
TO TAKE TO
FRIEND’S DINNER
PARTY
$10 - $15 ON-
PREMISE GLASS
OF WINE
Italy 16% 19% 21%
Spain 10% 5% 5%
France 9% 21% 20%
Chile 8% 4% 5%
Australia 5% 3% 3%
Portugal 1% 1% 1%

(continued)
✓ When Italian wine is compared to wine from
California and France, California dominates the
under $15 white wine and under $20 red wine
categories.
✓ California also has an advantage over Italy in the
over $15 white wine and over $20 red wine
categories, as does France to a lesser extent.
✓ Although California wine would most often be
chosen by respondents in the under $15 sparkling
wine category, Italy is not far behind, and has an
advantage over France.
✓ France dominates in the the over $15 sparkling
wine category.
✓ France also has a slight lead over California in rosé
at any price, with Italy taking a distant third place.
Region Would Purchase by Wine Type and Price
FRENCH
WINE
ITALIAN
WINE
CALIFORNIA
WINE
White wine under $15 19% 21% 60%
White wine over $15 38% 17% 44%
Red wine under $20 15% 33% 52%
Red wine over $20 30% 26% 44%
Sparkling wine under $15 20% 36% 44%
Sparkling wine over $15 61% 16% 23%
Rose wine (any price) 49% 11% 40%

(continued)
✓ Female respondents were more likely than their
male counterparts to choose Italian wine in the over
$15 white category (26% vs. 10%), in the over $20
red wine category (32% vs. 21%), rosé (17% vs. 6%),
and in the over $15 sparkling wine category (24%
vs. 8%).
✓ Respondents who live in the New York metro area
were more likely than their counterparts to chose
Italian wine in the under $15 white wine category
(30% vs. 18% - 21%), under $20 red wine category
(43% vs. 28% - 33%), and in the under $15 sparkling
wine category (49% vs. 29% - 38%).

29
Frequent Italian wine buyers, (defined as those who say
in the past year they have “frequently” purchased
Italian wine, rather than having made “several”
purchases) differ from other wine consumer
respondents in the following ways:
✓ They drink wine more often (93% at least a few
times a week vs. 82% of others).
✓ Are more frequent purchasers of wines over $12.
✓ Are more apt to buy wine at fine wine shops in
person (56% vs. 36%) or online (11% vs. 7%), and at
wine chain stores (32% vs. 27%).
✓ Find retail staff recommendations (42% vs. 27%), in-
store tastings (67% vs. 57%), positive reviews (24%
vs. 20%), and when a wine is made in a country/
region whose wines they like (57% vs. 41%) "very"
influential at higher rates than other respondents.
✓ A larger proportion of the total amount of wine
they buy is imported - 55% reported more than
half the wine they buy is imported vs. 20% of
others.
✓ Are more frequent purchasers of wines from other
import countries, and less likely to frequently
purchase wine from California.
ITALIAN WINE
Frequent Italian Wine Buyers by Price Category
BUY ITALIAN WINE
"FREQUENTLY" ALL OTHERS
Under $12 64% 60%
$12 - $14.99 71% 60%
$15 - $19.99 67% 47%
$20 - $29.99 45% 30%
$30 or more 22% 17%
Frequent Italian Wine Buyers
BUY ITALIAN WINE
"FREQUENTLY" ALL OTHERS
California 62% 68%
France 56% 15%
Spain 39% 11%
Australia 19% 10%
Chile 18% 8%
Portugal 13% 3%

Italian Wine (continued)
✓ In terms of wine app and social media usage,
frequent Italian wine buyers:
▪ Are more active users of Wine Spectator
Wineratings+ (22% vs. 15%), The Tasting Guide
(13% vs. 8%), Vivino (40% vs. 32%), and
Wine.com (15% vs. 10%). This is especially true
for those who most often buy $25+ Italian wines.
However, they are not any more likely than
others to buy wine through these apps.
▪ Although they are just as likely as other
respondents to have Hello Vino installed on their
phone or tablet, they are significantly more likely
than other respondents to buy wine through
Hello Vino (46% of those who have the app vs.
26%).
✓ Frequent Italian wine buyers were more likely than
others to recall ads/promotion in all forms, with food
and wine publications and websites being
statistically tied for first place (68% - 72%).

✓ When it comes to buying wine in various price
categories, there was little variation among
"frequent" Italian wine buyers by generation across
price categories.
▪ Only in the under $12 price category was there
any statistically significant difference. Millennials
who buy Italian wine "frequently" were
significantly more likely to buy under $12 wine at
least monthly than Baby Boomers who buy
Italian wine "frequently."
✓ Millennials who "frequently" buy Italian wine, also
"frequently" buy French wines at greater rates than
their older counterparts.
✓ Baby Boomers who "frequently" buy Italian wine,
also "frequently" buy California wines at greater
rates than their younger counterparts.
Frequent Italian Wine Buyers by Generation and Price
Category
BUY ITALIAN WINE "FREQUENTLY"
MILLENNIAL GEN X BABY BOOMER
Under $12 67% 58% 63%
$12 - $14.99 73% 65% 71%
$15 - $19.99 68% 68% 67%
$20 - $29.99 47% 52% 43%
$30 or more 22% 23% 23%
Frequent Italian Wine Buyers by Generation
BUY ITALIAN WINE "FREQUENTLY"
MILLENNIAL GEN X BABY BOOMER
France 63% 52% 51%
Spain 46% 36% 39%
Australia 16% 16% 22%
Chile 18% 21% 16%
Portugal 14% 13% 12%

Respondents were asked to think of a word or words
that first come to mind when they think of Italian wine.
They entered up to two words in two separate text
boxes. 1,116 answered this question by submitting at
least one word.
✓ "Chianti" came up most often, by 18% who
answered this question.
▪ Chianti was mentioned significantly more often
by those 40+ (19% vs. 13% of those under 40).
More specifically, Chianti was mentioned most
often by those 60+ (23%).
✓ “Food,” "Food-friendly," or pasta or another type
of food was top of mind for 11%.
✓ Second tier words included "red wine" (8%); "dry,"
Sangiovese, Barolo, and Tuscan wine (6% each).
Prosecco was mentioned by 4% of respondents
who answered this question.
✓ In terms of style and flavor profile, “Earth” or
"earthy" was mentioned by 5%; and "bold,"
"robust," "acid" and related words, as well as
"fruity," were each mentioned by 4%.
✓ When combined, the closely-related adjectives
bold, robust, full-bodied, and rich are associated
with Italian wine by 14% of respondents.Top-of-Mind Words Describing Italian Wine
(Top mentions)
Chianti 18%
Food friendly/pasta/food 11%
Red wine/red 8%
Dry 6%
Sangiovese 6%
Barolo 6%
Tuscan/Tuscany/Toscano 6%
Good/great/fine/nice/love (general) 5%
Earth/earthy 5%
Delicious/tasty 4%
Bold 4%
Prosecco 4%
Robust 4%
Acid/acidic/acidity/tart/tangy 4%
Fruit/fruity 4%
Complex/complicated/confusing 3%
Full bodied 3%
Value/affordable 3%
Varied/variety/diverse/diversity 3%
Smooth/easy to drink 3%
Rich 3%
Brunello 3%
Light 3%

Below is a graphic representation of the frequency in
which respondents mentioned the words they associate
with Italian wine. This image makes clear the share of
mind Chianti has when respondents
think of wine from Italy. It also makes clear that Italy is
highly associated with red wine, followed by Prosecco.
Notable as well are significant associations with food and
wine style.

✓ Men mentioned food or food-friendliness at higher
rates than women, as well as specific types of Italian
wine (Barolo, Tuscan, Sangiovese). Women were
more likely to associate Italian wine with being red
and dry.
✓ Frequent Italian wine buyers named food or food-
friendliness, Barolo, "earthy," and "delicious" at
higher rates than others.
✓ Those who most often buy their Italian wines under
$15 wine mentioned Chianti and red wine in
general at higher rates than those who typically buy
Italian wine that costs more.
✓ Those who most often spend $25+ on Italian wine
mentioned food-friendliness more often and
entered Barolo, Brunello and Barbaresco at much
higher rates than others.

Also asked using an open-ended format was what
respondents like most and least about Italian wine.
1,022 offered a comment about what they like, and 891
about what they don't like.
✓ The top "like" comments involved food and food-
friendliness (19% of those who answered this
question).
✓ More than one in ten respondents like Italian wine
because they consider it delicious/tasty/flavorful
(13%) or affordable/a good value/inexpensive
(11%).
✓ The variety of wines from Italy and smooth/easy
drinking were valued by 8% and 5% of respondents
respectively.
✓ Frequent Italian wine buyers indicated more often
than others that they like Italian wine due to its
food-friendliness, variety, and quality.
✓ Respondents who most often buy Italian wine in the
$25+ price category mentioned they like the variety
Italian wines have to offer at higher rates than those
who most often buy under $25 Italian wines. This
was also the case among men.
✓ New York metro residents like Italian wine because
they consider it a good value and
✓ affordable, as well as for its quality, at higher rates
than respondents from other parts of the U.S.
What Respondents Like About Italian Wine
(Top mentions)
Food-friendly/food/food pairing/good with food 19%
Delicious/tasty/flavorful 13%
Affordable/good value/inexpensive 11%
Variety/diversity 8%
Good/like it (general) 6%
Smooth/easy drinking 5%
Quality 4%
Complex/complexity 4%
Fruity 4%
Reds 4%
Full bodied/big/robust/full-flavored 3%
Bold 3%
Dry 3%
Earthy 3%
Consistent 3%

✓ Price was mentioned most often as a disliked
aspect of Italian wine, i.e., that it is "expensive,
"pricey," or "overpriced" (16%). Often, specific
types of wines were mentioned, such as prices for
the top or small production wines, or overpricing
for the quality for specific wines.
✓ 7% consider the multitude of Italian wine regions
and grapes confusing or complicated.
✓ Lack of availability of a variety of Italian wines was
regarded as a "dislike" for 6% of respondents. This
was a much higher factor for frequent Italian wine
buyers (10%) than others (4%).
✓ Inconsistency was an issue for 5%.
✓ For between 4% - 5% it is some aspect of the style
of Italian wine they don't like (tannic, dry, acidic).
Flavor aspects were more important for those who
drink Italian wine infrequently or not at all, but still a
small minority (4% - 6%).
✓ Those who did not buy Italian wine frequently were
no more likely to think Italian wine complicated, but
they were more likely to say they don’t know
enough.
✓ Disliking Italian wine because they think it is
confusing or complicated was mentioned more
often by men and respondents in their 40s.
✓ Respondents in their 30s and those who frequently
buy Italian wine cited a lack of availability as a
“dislike.”
✓ Younger respondents think Italian wine is too
expensive compared to older respondents.
What Respondents Dislike About Italian Wine
(Top mentions)
Expensive/cost/pricey/overpriced 16%
Confusing/too many regions, grapes/too complicated 7%
Availability/no variety in stores 6%
Don't know enough about them/haven't tried 5%
Inconsistent/unpredictable 5%
Bitter/tannic/tannins/harsh 5%
Dry/too dry 4%
Acidic 4%

Respondents were split into two groups when queried
on their experience with specific red and white wines.
✓ By far, Chianti and Chianti Classico are the most
well known Italian wines, with near universal
awareness. In addition, three-quarters of
respondents buy these wines at least occasionally
(64% - 66%). They are the only Italian red wines the
majority of respondents purchase.
✓ Barolo, Brunello di Montalcino, Nebbiolo, Barbera,
and Montepuciano d'Abruzzo, enjoy high levels of
awareness (73% - 83%) and are purchased at least
occasionally by a significant minority or
respondents (40% - 48%).
✓ There are some wines, that despite a high level of
awareness, are purchased by one-third of
respondents or less. This includes Lambrusco,
Barbaresco, Dolcetto, Valpolicella, Vino Nobile di
Montepulciano, and Nero d'Avola. This could be
due to style preference or availability.
✓ The red Italian wines that are least familiar include
Aglianico and Salice Salentino, for which half of the
respondents or less are aware.
AMONG
MY
FAVORIT
E WINES
BUY
OCCA
SION
ALLY
TRIED
ONCE
OR
TWICE
HEAR
D OF
BUT
NOT
TRIED
NEVE
R
HEAR
D OF
Chianti Classico 25% 39% 23% 8% 6%
Barolo 23% 23% 24% 14% 17%
Brunello di Montalcino 22% 18% 19% 13% 27%
Chianti 20% 46% 28% 4% 1%
Nebbiolo 18% 27% 22% 10% 23%
Barbera 15% 33% 27% 8% 17%
Montepulciano d'Abruzzo 14% 26% 23% 13% 24%
Barbaresco 13% 21% 28% 15% 22%
Valpolicella 10% 25% 25% 12% 29%
Vino Nobile di
Montepulciano
10% 21% 24% 13% 33%
Nero d'Avola 8% 20% 18% 14% 40%
Aglianico 7% 11% 18% 14% 50%
Dolcetto 6% 19% 30% 23% 22%
Lambrusco 3% 14% 49% 21% 12%
Salice Salentino 2% 8% 13% 20% 57%
Italian Red Wine Familiarity

✓ Pinot Grigio and Prosecco are by far the most well-
known and purchased Italian white wines. All of the
respondents are aware of Pinot Grigio and nearly all
are aware of Prosecco (96%), while approximately
two-thirds buy them at least occasionally (64% -
69%).
✓ Although 91% have heard of Asti and 94% of
Moscato d'Asti, less than one-third buy these wines
at least occasionally (28% - 29%).
✓ Despite the majority having heard of Soave,
Orvieto, Frascati, Verdicchio, Vermentino, and Gavi,
very few buy them at least occasionally - from 7%
for Frascati to 19% or Soave.
✓ Approximately one-third have heard of Falanghina,
Greco di Tufo, Franciacorta, or Fiano (32% - 34%),
but one in ten or fewer have purchased them (8% -
10%).
✓ In the case of Vin Santo, nearly half are aware of it
(46%), but less than one in ten buy it at least
occasionally (9%).
AMON
G MY
FAVORI
TE
WINES
BUY
OCCASI
ONALLY
TRIED
ONCE
OR
TWICE
HEARD
OF BUT
NOT
TRIED
NEVER
HEARD
OF
Prosecco 29% 35% 24% 8% 4%
Pinot Grigio 23% 46% 30% 2% 0%
Moscato d'Asti 7% 22% 47% 18% 6%
Asti 6% 22% 47% 16% 9%
Soave 6% 13% 28% 18% 35%
Gavi 5% 13% 19% 15% 48%
Orvieto 5% 12% 21% 18% 44%
Vermentino 5% 12% 21% 15% 47%
Falanghina 4% 6% 11% 13% 66%
Verdicchio 3% 13% 22% 18% 45%
Greco di Tufo 3% 5% 11% 14% 67%
Franciacorta 3% 5% 9% 15% 67%
Fiano 2% 6% 9% 15% 68%
Vin Santo 2% 7% 19% 19% 54%
Frascati 1% 6% 23% 26% 44%
Italian White/Sparkling Wine Familiarity

✓ Male respondents had higher purchase rates for all
Italian red wine (except Lambrusco), as did New
York metro residents in most cases (Californians
purchase Barbera and Dolceto at higher rates than
respondents who live outside California or the New
York metro area).
✓ In the case of white wines, women purchase
Prosecco, Asti, and Moscato d'Asti at higher rates
than men, while men are more apt to purchase all
other white wines with the exception of Pinot
Grigio, Frascati, Fiano and Franciacorta.
✓ Prosecco purchase rates were significantly higher
among MIllennials than among Gen Xers and Baby
Boomers.
✓ Moscato di Asti purchase rates significantly higher
among Millennials and Gen Xers compared to Baby
Boomers.
✓ Chianti and Chianti Classico purchase rates were
significantly higher among Gen Xers and Baby
Boomers than among Millennials.
✓ New York metro residents buy Italian white wines at
higher rates than other respondents, with the
exception of Prosecco, Asti, Moscato d'Asti,
Orvieto, and Pinto Grigio.

ICE/VINITALYCONSUMERSURVEY
1. On average, how often do you drink wine?
Every day
A few times a week
About once a week
Several times a month
About once a month
Once every 2-3 months
Less often than once every 2-3 months (Disqualifies)
2. Please indicate how often, on average, you buy
wine at a retail store (not restaurant) in these price
ranges (per 750ml bottle)?
Under $12
$12 - $14.99
$15 - $19.99
$20 - $29.99
$30 or more
3. Please indicate how often during the year you
purchase wines from each of the following channels.
Supermarket, grocery or food stores
Food specialty chains like Trader Joe’s or Whole Foods
Fine wine shops where you purchase the wine in
person in the store
Fine wine shops where you can and do purchase the
wine online
Major wine chain stores such as BevMo, Total Wine &
More, ABC Fine Wine & Spirits, etc.
Warehouse clubs like Costco or Sam’s Club
Direct from a winery, either purchased at the winery or
through membership in the winery wine club
An online-only retailer (such as Wine.com or
WineAccess.com)
(Channels rotate)
Weekly Monthly
Several times
a year
Less Often Never
More often
than monthly
About once a
month
Several times
a year
Once or twice
a year
Rarely or never

4. Which of the following apps do you have on your
smartphone or tablet computer, and which have you
used to purchase wine online? Please check any that
you have and skip those that you don’t. For any app
you have used to buy wine online, please also check
that box. If you don’t use a smartphone or tablet
computer, please just skip this question.
Wine Spectator Wineratings+
The Tasting Guide (Wine Enthusiast)
Vivino
Wine.com
Hello Vino
(Apps rotate)
5. How often do you visit, post or exchange
information or images about wine on the following
social media sites? If you do not use one of the sites
listed, please check “Don’t use this channel.”
Facebook
Twitter
Delectable
Pinterest
Instagram
Vivino
YouTube
Hello Vino
(Social media channels rotate)
Have this app on smartphone or
tablet
Have used this app to buy wine
online
Weekly or more
often
Monthly Less often
Don’t use this
channel

6. Where have you recently seen any kind of advertising or
promotional information on a wine brand or region? Please
check any of the media choices below where you HAVE seen
wine ads or promotional information and skip the media
choices that don’t apply.
Travel or lifestyle publications such GQ, Travel + Leisure, “in-
flight” magazines, and others
Food and beverage publications such as Food & Wine, and
others
Wine-oriented publications such as Wine Spectator, Wine
Enthusiast, and others
National newspapers such as the New York Times, Wall Street
Journal, USA Today, and others
Television programs such as the Food Network, Today
Show, Parts Unknown, and others
Billboards, kiosks, bus shelters, or other out-door
media
Radio programs such as NPR, local radio AM/FM
stations, or Sirius XM
Websites on the Internet such as Wine-Searcher, wine
blogs, Wine.com, or the sites of wine media such as
Wine Spectator Online.
(Categories rotate)
7. When you are in a wine store and thinking about
buying a wine you have not tried, how influential in
making your purchase decision are the following
factors?
Advice from a wine knowledgeable family member or
friend
A score of over 90 from a respected wine reviewer
(such as Robert Parker, Wine Spectator, The Wine
Enthusiast, etc.)
Recommendation from staff in the store where I most
often shop for wine
The wine is on sale for 10% off (or more)
A tasting in the store where I’m shopping
The wine is made in a country or region whose wines I
usually like
Recommendation through a wine app on my
smartphone
There is a special display of the wine that gets my
attention
A positive review of the wine I’ve read in print or
online
(Factors rotate)
Very
influential
Somewhat
influential
Not very
influential
Not influential
at all
Don’t know or
not sure

8. Of all the wines you purchase (at retail, online, in
restaurants, or elsewhere) what percentage of your
purchased wines is imported? Please pick the range
below that represents your imported wine purchase
percentage.
0% - 25%
26% - 50%
51% - 75%
76% - 100%
9. In the past year, which of the following best
describes your purchases of wines from the regions
listed below? If you have not purchased wine from a
given region, please choose that answer.
France
Spain
Portugal
Italy
Australia
Chile
California
(Regions rotate)
10. Thinking of the wines from the regions below that
you MOST OFTEN buy (750ml bottle at retail) what is
the price range of these “most often” purchases?
Please skip any region whose wines you do not
regularly purchase.
France
Spain
Portugal
Italy
Australia
Chile
California
(Regions rotate)
I purchase these
wines frequently
Have made
several purchases
Have made one
or two purchases
Have not
purchased in the
past year
Under $15 $15 - $25 Over $25

11. If you were going to buy a $10 - $20 bottle of red
or white wine for drinking at home with a casual meal,
which one of the regions below would you MOST
LIKELY choose?
France
Spain
Portugal
Italy
Australia
Chile
California
(Regions rotate)
12. If you were going to buy a $20 - $30 bottle of red
or white wine to take to a friend’s home for a dinner
party, which one of the regions below would you MOST
LIKELY choose?
France
Spain
Portugal
Italy
Australia
Chile
California
(Regions rotate)
13. If you were in one of your favorite restaurants and
were going to order a $10 - $15 glass of wine to have
with a meal, which one of the regions below would you
MOST LIKELY choose? If you never spend $10 - $15
on wine by the glass in a restaurant, please just skip
this question.
France
Spain
Portugal
Italy
Australia
Chile
California
(Regions rotate)

14. For each type and price of wine listed below,
please choose the ONE region that you would be most
likely to purchase if these were the only three choices
available.
White wine under $15
White wine over $15
Red wine under $20
Red wine over $20
Rose wine (any price)
Sparkling wine under $15
Sparkling wine over $15
15. When you think of Italian wines, what word or
words come to mind immediately? You may enter one
or two words (not phrases, just single words) below:
Word #1
Word #2
16. Thinking of the Italian wines you have tried in the
past year or two, please offer a comment about what
you like about them in general, and/or please offer a
comment about what you have not liked about them.
There is a comment box below for “likes” and another
for “dislikes.”
What I like about Italian wines (Open-ended comment
box)
What I dislike about Italian wines (Open-ended
comment box)
At this point, survey respondents are randomly divided
into two cells of equal size (Q17). Cell “A” is shown
questions 18A and 19A, and Cell “B” is shown
questions 18B and 19B.
French wine Italian wine California wine

18A. Please indicate your level of familiarity and usage with
these RED WINES from Italy listed below. (Please note: for
simplicity’s sake, we have shortened the names of some
wines to the relevant grape variety. So, rather than listing
Barbera d’Alba and Barbera del Monferrato, we list Barbera
wine only). Please choose ONE answer for each wine.
Barolo
Barbera
Barbaresco
Chianti
Chianti Classico
Dolcetto
Nebbiolo
(Wines rotate)
18B. Please indicate your level of familiarity and usage with
these RED WINES from Italy listed below. (Please note: for
simplicity’s sake, we have shortened the names of some
wines to the relevant grape variety. So, rather than listing
Valpolicella Superiore and Valpolicella Ripasso, we list
Valpolicella wine only). Please choose ONE answer for each
wine.
Brunello di Montalcino
Montepulciano d’Abruzzo
Valpolicella
Salice Salentino
Vino Nobile di Montepulciano
Nero d’Avola
Lambrusco
Aglianico
(Wines rotate)

19A. Please indicate your level of familiarity and usage
WHITE or SPARKLING WINES from Italy listed below.
Please choose ONE answer for each wine.
Prosecco
Asti
Moscato d’Asti
Gavi
Orvieto
Pinot Grigio
Frascati
Soave
(Wines rotate)
Never heard
of this type of
wine
Heard of
these wines
but not tried
Tried once
or twice
Buy these
wines
occasionally
These are among
my favorite red
wines
Never heard
of this type of
wine
Heard of
these wines
but not tried
Tried once
or twice
Buy these
wines
occasionally
These are among
my favorite red
wines
Never heard
of this type of
wine
Heard of
these wines
but not tried
Tried once
or twice
Buy these
wines
occasionally
These are among
my favorite red
wines

19B. Please indicate your level of familiarity and usage
WHITE or SPARKLING WINES from Italy listed below.
(Please note: for simplicity’s sake, we have shortened
the names of some wines to the relevant grape variety.
So, rather than listing Verdicchio di Matelica or
Verdicchio dei Castelli di Jesi, we list Verdicchio wine
only). Please choose ONE answer for each wine.
Verdicchio
Greco di Tufo
Falanghina
Vermentino
Fiano
Vin Santo
Franciacorta
(Wines rotate)
20. What is your age?
(Drop-down box with exact ages except for “under 21”
and “70 or over”)
21. What is your gender?
Male
Female
22. In what state do you live? (Drop-down)
Note: Those living in NY, NJ, and CT will then be asked
if they live or work in the New York City metropolitan
area.
23. Do you live in the New York City metropolitan
area?
Yes
No
Never heard
of this type of
wine
Heard of
these wines
but not tried
Tried once
or twice
Buy these
wines
occasionally
These are among
my favorite red
wines

P.O. BOX 157 • KENWOOD, CALIFORNIA 95452 • (707) 815-9463
INFO@WINEOPINIONS.COM • WWW.WINEOPINIONS.COM

2017 Consumer Report Final Version Wine Opinions Vinitaly International Survey

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2017 Consumer Report Final Version Wine Opinions Vinitaly International Survey