Qualitative determinants of wine demand: an exploratory analysis of two Sicilian wines "Catarratto" and "Nero d'Avola"

This article analyzed the socio-cultural representations associated with two Sicilian wines, Catarratto, and Nero d’Avola. The study was carried out in the area of western Sicily, where most of the wine growing is concentrated. In particular, for ‘Catarratto’, the research was conducted in the area of the Gulf of Castellammare in the province of Trapani, an area particularly suited to the cultivation of the ‘Catarratto’ vine from which the white wine is obtained; for ‘Nero d’Avola’, the research was conducted in the area of Menfi in the province of Agrigento, an area particularly suited to this black vine. Our objective was to determine how the players in the wine chain, and who indirectly deal with wine, construct their mental model relating to wine to suggest to companies the appropriate wine marketing actions to take to increase their competitive advantage. To achieve the objective of the research, ten focus groups consisting of wine consumers, teetotalers, wine opinion leaders, wine merchants, wine shop owners, medical doctors, and food experts were conducted. During the focus group, we gave these subjects a document in which they had to explain what wine evokes in them. The results of the research confirm that wine is a complex food product whose consumption evokes sensations, memories, and pleasures. The study provides an important source of knowledge on the current cultural significance of wine and its consumption in these two areas of Sicily. Therefore, the study highlighted the quality of these two Sicilian wines can guarantee competitiveness at the company and sector levels.