Analysis of market value and implicit prices associated with the main attributes of Primitivo

Italian culture places significant emphasis on wine, both culturally and economically. Despite Apulia being a major wine producer, Apulian wines historically leaned towards blends. However, there has been a recent shift towards offering premium goods, driven by improvements in production, processing methods, and communication strategies. Notably, Primitivo, a prevalent indigenous variety in Apulia, has experienced a significant re-evaluation Despite a slight decrease in sales value (-3.6%) in 2022 (https://www.inumeridelvino.it/), Primitivo is gaining recognition as a competitive alternative to Chianti within its price bracket, indicating a noteworthy trend. Given the significant impact of production strategies on pricing, it is essential to evaluate a product's market position, particularly in e-commerce. The current study aims to explore the importance of wine and its attributes in the Italian market, with a specific focus on the Apulia region.