
Consumer Price Sensitivity and Premiumization in the European Wine Market
There’s a certain romance in imagining Europe’s wine market: sunburned hills, old men in berets, dusty cellars, and bottles that taste like history. But romance doesn’t pay the bills. Behind every glass of Burgundy, Prosecco, or supermarket Rioja is a brutal, unromantic reality: people deciding how much they’re willing to pay—and what they’re willing to pretend that price says about them. This is...
