Wine sector as a driver of growth for the Italian economy

The wine sector is one of the most representative of the Italian economy, due to the fact that it is famous worldwide for its countless wines. Our research goals are twofold. The first is to examine the impact of the wine sector in Italy by comparing it with the manufacturing sector in Italy, which is particularly representative of the Italian economic texture, and analyzing the ability of wine products to attract foreign consumers. The second goal is to observe the changes within wine consumption that have occurred in recent decades, as a consequence of changes in the socio-demographic, cultural, political and economic behavior of the context in consideration, and also due to changes in beverage-sector demand. We formulated two research questions correlated to the above goals. The objective of the research was identified through an analysis of the national and international literature. In addition, a quantitative and qualitative survey was conducted, using a series of market data, in order to deduce the mechanisms acting as drivers in the wine sector. Hence, we used results derived from quantitative surveys carried out by market research companies on a reference population composed of Italian and foreign customers. Finally, we carried out 20 qualitative interviews with managers or owners of important wine Italian companies. It emerged that the wine sector represents an important driver in the Italian industry, due to the richness of the country’s landscapes and its resources in terms of human production and marketing capabilities. In addition, demand within the Italian wine sector was particularly sensitive to natural, socio-demographic, cultural, economic and political changes, as it is influenced by external factors linked to the macro-economic context, and by other factors linked to the perceptions and desires of individuals. The research presents several limitations. In order to overcome them, it would be interesting to compare the Italian wine sector to the wine sector in other countries or regions, such as Chile and California. Furthermore, using an econometric model, it would be interesting to quantify the impact of a series of external and internal variables on the wine business.