This paper aims to illustrate and discuss the importance of packaging attributes in the wine market. A survey was conducted in the north of Italy to assess how different attributes affect the probability of choosing a bottle of Prosecco wine. Two hundred face-to-face interviews based on a structured questionnaire were administered in Milan and Padua supermarkets to elicit preferences. Each respondentranked three new bottles of Prosecco wine and expressed the importance of different packaging characteristics in its choice.Product attributes include Label’s form, Label’s colours, the Label in its entirety, the Writing “Prosecco”, the Band on the bottle’s neck and the Bottle’s shape. The interviews allowed us to recognise the bottle customers found the most attractive, and rank-ordered logistic regression was able to disentangle whichpackaging characteristic led to their decision.
Keywords: Packaging, Label, Wine, Rank-ordered logit