The Pricing of Experience Goods: The Example of en primeur Wine

The market for "primeur" wine in the Bordeaux region allows producers to sell wine that is still in barrels. As with all experience goods, producers send quality signals to uninformed buyers. Using original data on Bordeaux wines, we show that the pricing behavior of producers depends to a large extent on their reputation, and much less on short-term changes in quality (as measured by experts' grades). We also find that the primeur price has an informative role, since a 10% increase in primeur price leads to a 3% increase in prices on the market for bottled wine.     

Latent Class Analysis of Consumer Preferences for Wine in Tirana,Albania

This research aimed to determine wine attributes preferred by consumers in Tirana, Albania, and consumer segments based on preferences and sociodemographic factors. To accomplish these objectives, a conjoint choice experiment was designed. Data were analyzed with the latent class approach. Initial results showed a 5-class model fit best. Results indicated that younger people tend to prefer Italian wines over domestic wines, whereas some older consumers strongly prefer domestic, lower priced wines. Other domestic wine consumers sought higher prices, possibly indicating a niche demand for high-quality Albanian wines. The wine industry and its marketers might use this information to strategically market their wine to different groups. Overall, the majority of the respondents preferred Italian wines, but many might be persuaded toward domestic wine. Government assistance in standardizing the quality of wine and introducing new grape cultivars and efficient farming practices should aid long-term competitiveness of domestic wine in Albania.     

基于MaxEnt模型评估赤霞珠在川西横断山河谷的适生空间分布

［目的］川西横断山河谷是我国乃至世界高山酿酒葡萄的新兴产区，赤霞珠是该区域主栽品种之一。复杂的地理条件使得该区域与其他酿酒葡萄主产区的自然环境差异显著。科学评估川西横断山河谷区赤霞珠适宜空间分布，可促进该区域酿酒葡萄可持续发展。［方法］文章综合运用MaxEnt模型和GIS技术，构建了赤霞珠适宜分布与环境变量的关系模型，筛选出主导环境变量，利用存在概率划分适宜等级，预测了赤霞珠在川西横断山河谷的适宜分布。［结果］赤霞珠适宜分布与环境变量的关系模型准确度非常好（AUC>090）。在川西横断山河谷，主导环境变量依次为最热月平均气温、海拔、pH、秋季降雨量、年日照时数、年温差、全氮。川西横断山河谷大部分地区为不适宜区，低适宜区约为2 2752km2，中适宜区约1 29608km2。高适宜区面积为1 16428km2，且集中分布在丹巴县、小金县、金川县、九寨沟县和巴塘县。［结论］MaxEnt模型通过存在概率进行作物分布模拟和预测，对作物适宜区划具有较强应用价值和指导意义。对于不同区域和作物应注意环境变量，空间尺度，物种采样位置等问题，提高作物适宜区划精度。最后应加快该区域生产空间调整，在丹巴县、九寨沟县、金川县、小金县、巴塘县赤霞珠还有很大潜力空间，在黑水县、马尔康市、松潘县、白玉县、德荣县、康定县需适度发展，在汶川县、理县、茂县、稻城县、乡城县，应加强生产管理，减少不利环境影响。仁和区不宜再进行规模扩张。     

A HEDONIC PRICE FUNCTION FOR AUSTRALIAN PREMIUM TABLE WINE*

A hedonic price function, relating the price of Australian wine to its attributes, is estimated. Six attribute groups are found to be statistically important in explaining deviations from average wine prices, i.e., quality, cellaring potential, grape variety/style, grape region, grape vintage and producer size. Various interaction terms between these variables and the impact of the year of marketing are also modelled. The consequent marketing implications for producers and consumers are discussed.     

WINE QUALITY DIFFERENTIALS IN HEDONIC GRAPE PRICING

The paper focuses on identification and evaluation of wine quality characteristics of grapes. A pricing schedule that rewards producers for quality attributes is developed. This quality-based pricing schedule would serve to reduce the production of poor-quality wines by giving farmers a correct and powerful incentive to provide better grapes. The research evaluates the proposed grape price schedule in two steps. The hedonic qualities of Israeli grapes are estimated by relating the contribution of each grape characteristic to wine quality. Then the price of wine quality is estimated, and the hedonic prices for Israeli grapes are calculated. Results show that the current pricing system pays little premium for a better-quality product.     

Hedonic wine price functions with different prices

This study examines the impact that recommended retail prices, actual market prices and the release of a prominent wine guide have on Australian wine hedonic price estimates, for attributes such as sensory quality, winery reputation and grape region. In general, hedonic price estimates appear to be independent of prices employed. The main identified differences in estimates relate to the size of the producer and some regional impacts. For market prices only, increases in producer size are estimated to reduce prices. This implies the existence of supply chain quantity discounting price practices. The impact of an authoritative wine guide appears to have a negligible influence on prices in Australia. In the absence of market transaction prices, the common practice of employing recommended prices for hedonic wine price estimation is defendable.     

Segmenting the Wine Market Based on Price: Hedonic Regression when Different Prices mean Different Products

Many economists have estimated hedonic price functions for red and white wine. However, estimating a single hedonic price function imposes the assumption that the implicit prices of the attributes are the same for any red or white wine. We argue that even within these two categories, wines are differentiated, and disregarding this heterogeneity causes an aggregation bias in the estimated implicit prices. By estimating hedonic functions specific to price ranges, we show that the wine market is segmented into several product classes or market segments. We find that a model accounting for the existence of wine classes has greater ability to explain the variability in the data and produces more accurate and interpretable results regarding the implicit prices of the attributes.     

The Importance of Geographic Wine Appellations: Hedonic Pricing of Burgundy Wines in the British Columbia Wine Market

To examine the buying habits of British Columbia (BC) wine consumers and their appreciation of French wine attributes, we estimate a hedonic price function for Burgundy wines which comprise an array of different appellations, vintages, and alcohol levels. BC ranks among the top three wine-consuming provinces in Canada and residents' wine preferences are likely linked to an emerging sophistication in tastes. This study uses weekly retail sales data and attributes of Burgundy wines reported by the BC Liquor Distribution Branch. The results confirm the collective reputation effects of the Burgundy wine region and show that the implicit values differ between white and red Burgundy wines with village designation and vintage having a relatively larger effect on white wine prices than in the case of red wines. Burgundy white wines, such as Aloxe-Corton, Chassagne-Montrachet Premier Cru, Meursault Premier Cru, and Chablis Grand Cru, were associated with larger price premia. Afin d'examiner les habitudes d'achat des consommateurs de vin de la Colombie−Britannique et leur appréciation des caractéristiques des vins français, nous avons estimé une fonction de prix hédoniste des vins de Bourgogne d'appellations, de millésimes et de degrés d'alcool variés. La Colombie−Britannique figure parmi les trois provinces canadiennes où l'on consomme le plus de vin, et les préférences des consommateurs de vin découlent probablement d'un raffinement des goûts. Dans la présente étude, nous avons utilisé les données des ventes au détail hebdomadaires et les caractéristiques des vins de Bourgogne fournies par la Société des alcools de la Colombie-Britannique (BC Liquor Distribution Branch). Les résultats confirment les effets de la réputation de la région viticole de la Bourgogne et montrent que les valeurs implicites diffèrent entre les vins de Bourgogne blancs et rouges, et que l'appellation «village» et le millésime influent davantage sur les prix des vins blancs que sur ceux des vins rouges. Les prix des vins de Bourgogne blancs, tels que Aloxe-Corton, Chassagne-Montrachet Premier Cru, Meursault Premier Cru et Chablis Grand Cru, ont présenté des primes plus élevées.     

Drinking cheaply: the demand for basic wine in Italy

The wine market has evolved dramatically over the last three decades. The premium wine segment has expanded significantly to the detriment of basic wines. Nevertheless, in traditional wine producing and consuming countries, inexpensive wines still account for a large market share, both in volume and value. Marketing strategies for such wines are changing in an attempt to tap this increasingly crowded market segment. Despite its importance, the basic wine segment has not been studied in‐depth and is often assumed to have no product differentiation. This paper tried to ascertain the existence of a possible degree of heterogeneity within nonpremium wines and to measure, by means of elasticity computation, the relationships among categories of wines aggregated with criteria that go beyond price. A demand system (censored QUAIDS) was estimated, using a statistically representative panel of 6,773 Italian households, to see to what extent, if any, substitution occurs in home consumption of basic wines, which is the main channel of distribution of inexpensive wines in Italy. Although price is an important lever in supply policies, our results also suggest the importance of packaging, such as carton as an alternative to glass.     

Label Style and Color Contribution to Explain Market Price Difference in Italian Red Wines Sold in the Chinese Wine Market

This study employs a hedonic price methodology to investigate the implicit price of individual labelling characteristics of Italian red wines sold in the Chinese market. Our results highlight the most important quality attributes (extrinsic and intrinsic) given in the label capable to explain price difference. In particular, reveal significant premium price for wine origin, identified in particular through the DOC/DOCG appellation given in the label, and for clean labels or labels with particular designs. On the contrary, a price discount has been revealed for Italian wines produced with local grape varieties and with a label characterised by warm colors. These results, partly in disagreement with other empirical evidence, contribute to enrich the existing literature in this field by providing useful suggestions both to the producers and other stakeholders operating in the wine industry.     

Consumer sorting and hedonic valuation of wine attributes: exploiting data from a field experiment

This article uses a novel experimental approach to measure consumer willingness to pay (WTP) for wine attributes. We invited customers of a local supermarket who had selected a bottle of wine to purchase to participate in a valuation experiment. Integrating their original wine choice into the experiment, each participant evaluated six alternative wines, generating a rich set of data on willingness to pay and consumer characteristics. The data from the experiment allow us to compare standard shelf price‐based wine attribute valuation estimates with estimates using WTP data and an increasing amount of information about individual consumers. The full model employs individual fixed effects to estimate WTP parameters without bias from consumer sorting or supply side influences. Our WTP estimates for wine attributes differ markedly from previous attribute value estimates. Consumers in our sample display clear and stable preferences for wine varieties, but less clear preferences for appellations. Our results suggest caution is needed in using market prices to estimate parameters of the consumer valuation function for product attributes.     

French Wines on the Decline? Econometric Evidence from Britain

French wines, differentiated by geographic origin, served for many decades as a basis for the French success in the British wine market. However in the early 1990s, market share began to decline. This article explores the values that market participants placed on labelling information on French wines in Britain in 1994. Results from a parametric hedonic approach indicate that both the lack of a consistently positive valuation of varietal wines and the low valuation of wines with geographical appellation help to explain the overall decline of France's role in the British wine market.     

Demand for Domestic and Imported Table Wine in British Columbia: A Source-differentiated Almost Ideal Demand System Approach

The premium quality wine market in British Columbia has grown substantively over the past decade. However, few empirical studies exist to quantify how consumers have responded to these wines. This paper employs a source-differentiated almost ideal demand system (AIDS) model with time-varying parameters to estimate the demand for premium quality wines using scanner sales data from the British Columbia wine market. The empirical findings reveal that consumers' response to foreign-produced wines differs from that for wine produced locally. It is evident that the expenditure elasticities for British Columbia, European and Rest-of-the-World white wines are larger than those for red wines. The high expenditure elasticities associated with British Columbia white wines may suggest that these wines are associated with higher quality. We reject the hypotheses of block separability and product aggregation. There is no evidence of structural change from the tests employed in this paper.     

Imports versus Domestic Production: A Demand System Analysis of the U.S. Red Wine Market

The U.S. wine market experienced rapid growth in all facets—production, consumption, exports, and imports—over the past decade. Red wine imports more than tripled while consumption of domestically produced red wines doubled. This research estimates demand elasticities of U.S. red wine imports from five countries accounting for over 90% of imports—Italy, France, Spain, Australia, and Chile—using the first-difference version of the almost ideal demand system (AIDS). These elasticities are compared with those for domestically produced red wine. Results for conditional expenditure elasticities indicate that the U.S. red wine industry gains over imports when U.S. consumers' total expenditures on red wine increase. However, comparing own- and cross-price elasticities reveals an increase in the price of U.S. red wine results in a decline in quantity demanded six times greater than for French and Italian red wines and over 20 times greater than other import countries, thus harming the U.S. red wine industry. Empirical results suggest that U.S. red-wine producers could increase their total revenue by decreasing prices, while Italian and French producers can increase total revenues by increasing them.     

The relation between Australian wine show results and prices

This paper assesses wine show results and their relation with wine prices across seven Australian shows. Consistent with previous studies, only a moderate degree of agreement for medals exists among shows. The correlation of wine show points across shows is also only moderate. Hedonic wine price functions, which employ show medal/points as direct measures of quality, indicate that for some shows estimated premiums are statistically significant and may possibly be practically important. The relation of show opinion with prices, however, is reduced for models which recognise the separate impact of objective quality and show opinion on prices. The results imply that producers should seek to improve the objective quality of their wines to achieve price premiums. Producers could also selectively target some wine show opinions to gain additional higher prices.     

Alcohol Tax,Price–Quality Proxy and Discounting: A Reason Why Alcohol Taxes May Rebound

The increasing concern about the external costs of alcohol consumption has often led economists and policy‐makers to advocate taxes to internalise the social costs and target consumption. However, in certain markets for alcoholic drinks – particularly wine – price is not only a cost but also an indicator of quality, guiding consumer choice. There is, perhaps, a higher probability of ex post satisfaction with products at higher prices in a market with potential adverse selection. The price–quality proxy interacts with discounts, where the full price of the product before discount (referred to as the External Reference Price in the marketing literature) is used as a quality reference. This study shows that an alcohol tax in the presence of discounting may increase the perceived value of the product, and therefore persuade consumers to prefer the purchase of more expensive wines with the highest discount. As a consequence, consumers could favour products with higher alcohol content – which contradicts the objectives of the policy. Consequently, for an alcohol tax to be effective discounting of alcoholic beverages (in particular, wine) should be regulated to avoid the policy backfiring.     

A Relationship Between Price and Quality Rating of Wines From the Czech Republic

This report focuses on the relationship between the prices of wines and quality measured on a 100-point quality scale. Only wines from the Czech Republic evaluated during the first round of the Prague Wine Trophy 2015 competition were included in this study. In total, 114 wine samples from five wine categories were examined. Two types of statistical methods were used to obtain results. Chi-square test of independence in contingency table did not show any statistically significant relationship between the commonly used price categories and the quality of wines expressed as medal awards obtained in the competition. Correlation coefficient was used to examine the relationship between price and quality within individual categories of wines. Medium correlation was found in the categories of white cuvée and sparkling wines, and moderate correlation was observed in the Blaufränkisch category. For the category with the highest value of correlation coefficient, regressive function was formed.     

U.S. Demand for Imported Wines

The U.S. is viewed as a lucrative market outlet for surplus wines produced in the leading wine exporting countries in the world. Structural U.S. import demand functions were estimated for French, Italian, Spanish, Portuguese, and German wines as well as for those that are U.S. produced. The equations were estimated with two-stage least-squares because of simultaneity between quantity demanded and price. Direct price, cross, and income elasticities were calculated to determine the degree of competiveness among the various wines of differing origin. Two separate groups of wine were identified. First, U.S. produced, French, and German wines were in one group. Spanish, Portuguese, and Italian wines comprised the second group. The latter group also encountered competition from the first group of wines.     

Labour Demand in the Post‐apartheid South African Wine Industry

In 2013 the minimum agricultural wage in South Africa was increased by an unprecedented 51%. We use data on 77 Western Cape Province wine grape farms from 2005–2015 to estimate the impacts on employment. Previous post‐apartheid labour market reforms increased minimum wages substantially, but re‐entry to global markets after sanctions were lifted increased demand and this preserved jobs in the wine sector. However, by 2005 this demand growth had largely ceased. The long‐run wage elasticity for permanent employees was found to be ?0.4, but for casual workers the figure was ?4.7, so the 51% wage increase is likely to decimate casual employment in the future. Thus, the poorest and most vulnerable casual workers lose most in terms of jobs, incomes and secure livelihoods, whereas 80% of full‐time staff benefit from the higher minimum wages. Thus, the minimum wage change is likely to increase the gap between privileged permanent staff and casual workers. This result is not surprising in view of the long‐standing interdependence between farmers and their permanent workers in wine grape production.     

In Vino ‘No’ Veritas: impacts of fraud on wine imports in China

China is one of the largest wine importing countries in the world and is poised for continued import growth in the future. Increased wine purchases throughout China have given rise to persistent fraud where fake wines are packaged and sold with counterfeit contents and labels. For exporting countries like France, counterfeit wines displace market share, damage foreign brand reputation, and cause distrust in consumers who are aware of counterfeiting problems throughout the country. We examine the impact of fraudulent wine events (as measured by negative media reports) on Chinese wine demand differentiated by supplying country. We employ the Rotterdam demand system and a switching regression procedure to estimate import demand and compare results across different media variable specifications. Results consistently show that negative reports disproportionately affect French wine regardless of how the media variable is specified. This is not surprising because most fraudulent events involve French wine counterfeits.