Italy: willingness to spend more for certified wine 2023

According to a survey conducted in 2023 in Italy, 37 percent of respondents were willing to spend up to 25 percent more for a certified wine than a generic one. Another 37 percent were willing to spend between 25 and 50 percent more, while only 11 percent considered spending over 50 percent more for such types of wines.

Share of consumers willing to spend more for a certified wine* compared to a generic one in Italy in 2023

Characteristic	Share of respondents
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Release date

June 2023

More information

Region

Italy

Survey time period

2023

Method of interview

Online survey

Supplementary notes

No other information provided regarding the methodology.

*The three wines certifications are:

DOC = Denominazione di Origine Controllata (Controlled Designation of Origin).

DOCG = Denominazione di Origine Controllata e Garantita (Controlled and Guaranteed Designation of Origin).

IGT = Indicazione Geografica Tipica (Typical Geographical Indication)

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