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Wine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing themselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor Analysis and AGIL methods were applied. The results show five Key-findings within specific relationships established during discussions: advice from Wine Influencers and generalized reciprocity in relationships; structural and social bonds established based on the frequency of messages from regular followers; peer-to-peer relationship development through recommendation; development of trust established through online relationships; wine influencer’s influence on followers regarding everything about the wine. The study derives a model that explains the communication dimensions used by WIs that are: advertising (information about product/brand) (35.71%); persuasion—added value to brand and product (42.62%); brand democratization (10.07%); and identity (8.03%). This study provides a novel contribution to the open innovation process of small and medium-sized wine industries for their marketing strategies.

This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e., adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Additionally, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories, helping environmentally safeguard and contrast territory abandonment by rural communities. The findings highlight that effective communication of heroic viticulture may be used to reposition these wines and increase their competitive advantage in foreign markets. The study generates new ideas for reflection on new types of web communication.

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Purpose This paper aims to examine how Pantelleria’s wineries communicate the extreme territory of Pantelleria through its passito wine and whether this may be a value added for consumers. Specifically examines which dimensions of communication are effectively used by wineries to stimulate, in wine consumers, emotions that link passito wine with the territory of Pantelleria. Design/methodology/approach All websites of wineries producing passito wine in Pantelleria were analyzed using the adaptation, goal-attainment, integration and latent pattern maintenance (AGIL) scheme for measuring communication dimensions. Findings Results suggest that wineries and stakeholders should apply territory-based marketing strategies to add value to passito wine, the symbol of the island. Synergistically, Pantelleria, through the use of its symbolic product, may enhance its touristic activities. This approach provides useful elements to evaluate the potential of communication in other regions with extreme agriculture, with other agro-food products to promote, due to the replicability of the method. Research limitations/implications A limitation of this study is the application of the AGIL method to a population of wineries located in a small wine region; however, regions where heroic agriculture is practiced are generally small. Practical implications The findings demonstrate a unique approach that provides an alternative form of wine communication strategy, in which the extreme territory becomes the communication tool of the product linked to it, adding value, regardless of the brand, while, simultaneously, the product becomes the symbol of the territory. Originality/value It contributes to the literature by providing the first application of the AGIL scheme to the wine sector, and it shows a new approach for communication strategies in wine marketing.

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The market of berries is a niche of high value in Italy. Small fruit's healthy properties are well known in the international market, but little is known about the reason for a low commercialization rate of fresh small fruit in Italy. The objective of this study was to assess consumer preferences in Italy for selected berry species. Moreover, the study aims to identify the relevant attributes of berries that affect the demand for this produce according to consumers and to compare these attributes. We assessed relevant attributes affecting the demand for fresh berries for different consumers' profiles and compared berries' attributes rankings. The results reveal high concordance between blackberries and raspberries; price is the attribute that constrains more purchases because it is deemed too high. Consumers prefer small fruit because of the rising interest in their nutraceutical value, and they have a higher willingness to pay because of this important attribute.

Wine Routes develop inside the larger context of wine tourism (WT), which is increasingly important for rural communities. Italy is one of the most important countries in the world for wine production and tourism. Sicily is one of the leading regions in Italy for wine production and wine tourists. This study focuses on the Sicilian wine routes (SWRs) and gives an excursus of their development during the last ten years, highlighting strengths and weaknesses. Moreover, the study wants to make an attempt to bridge the existing gap in the literature and highlight the nature and extent of the contribution of the SWR to the development of the WT ‘product’ from the perspective of the increasingly booming sustainable–rural tourism. Face-to-face interviews were conducted along the SWRs with 283 wine tourists, 65 wine enterprises, and eight expert stakeholders. The motivations for tourists to visit the first time and their intention to return were investigated by the explorative factor analysis. Moreover, the wine tourist profile was highlighted. Findings outline some specific features of the general experience economy model where visitors’ emotional involvement and local cooperation appear crucial for the integrated territorial development of the backward rural areas of wine regions in different parts of the world. Managerial implications of findings are discussed.