| The objective of this paper is to evaluate the role of the Appellation of Origin system on the international wine market, given i) the Geographic Indications international legal protection system, ii) the main aspects of world wine demand evolution and iii) the strategic choices of firms on the international market. On the demand side, we show through descriptive statistics and economic literature review, the increasing wine consumers appreciation of reputation and origin attributes. On the supply side, we identify the main quality strategies implemented on the international wine market and show an increasing role of origin in firms strategic choices worldwide. Finally, a direct survey on Italian Appellations of Origin concerning the AO registration on... |
