The value of quality clues in the wine market: evidences from Lazio, Italy

Abstract

The purpose of the paper is to contribute to understanding the role and effectiveness of different quality clues in the creation of value for the main wines of the Lazio region. The study presents a hedonic price model. An ordinary least squares and a quantile regression models were estimated. The latter is able to detect additional patterns related to the effects of the covariates. Prices are regressed on wine color, sub-regional area of origin, the type of certification of origin, and on experts' evaluation. The analysis is based on data released by three major Italian wine guides: Gambero Rosso, l'Espresso, and AIS (Italian Sommelier Association). Results show that: (i) white and red wines follow two different price patterns; (ii) prices are correlated with experts' evaluation; (iii) the impact of the latter is higher when other quality clues, such as geographical indications, are less effective; (iv) the role of different quality clues varies at different price levels and it is different for red and white wines; overall, wines from the Lazio region are associated with poor to mediocre quality levels. This may explain the decline in reputation and in market share that these wines are experiencing after centuries of popularity.

Keywords:

• hedonic price
• certifications of origin
• wines of Lazio region
• wine guides
• quantile regression

Acknowledgment

The authors wish to thank Stefano della Posta for collecting the data from the wine guides and preparing the data-set.

Funding

Financial support received from Fondazione CA.RI.VIT. (Fondazione Cassa di Risparmio della Provincia di Viterbo, progetto L'efficacia delle certificazioni di origine nella creazione di valore per l'agricoltura e le comunità rurali dell'Alto Lazio) is gratefully acknowledged.