The negative effects of climate change are predicted to impact the agricultural sector in coming decades. Economic losses and modifications of production processes are fundamental issues to consider in coping with the harmful consequences of climate variability. The literature and empirical evidence show that the wine sector is extremely vulnerable to this risk. These studies show that this sector lacks appropriate adaptation strategies due to the complexity of the analysed systems and interrelations between a number of socioeconomic and environmental variables. The present study designed a decision support system to identify adaptation strategies for wine farms undergoing climate change. The tool allows for the analysis of a wine farm's economic performance when it adopts measures to cope with climatic variability. Average values for climate change and extreme events were considered to assess different scenarios. A mix-method approach was applied to integrate probability calculations, complex system analyses and operational research (a metaheuristic approach). The model was tested on a case study located in central Italy (Chianti Classico). To maintain and improve future financial performance, organic farming and adjustments to procedural guidelines were recommended as key strategies. Economic variables, such as the average price of wine, seem to have a strong influence on farms' implementation of adaptive measures. An additional result seems to suggest that insurance schemes in areas producing high quality wine are only suitable when low-level deductibles and public funding are available. The present work shows that the decision support system favours analytical sensitivity to different scenarios and variables related to climate change as well as to socioeconomic shifts in the viticulture sector.

The aim of the study is the elicitation of the consumer's semantic perception of different alcoholic beverages in order to provide information for the definition of communication strategies for both the private sector (and specifically the wine industry) and the public decision maker. Such information can be seen as the basis of a wider social marketing construct aimed at the promotion of responsible drinking among young consumers. The semantic differential approach was used in this study. The data collection was based on a survey to 430 consumers between 18 and 35years old in Tuscany, Italy. The database was organized in a three-way structure, indexing the data in a multiway matrix. The data were processed using a Multiple Factor Analysis (MFA). Moreover, homogeneous clusters of consumers were identified using a Hierarchical Clustering on Principal Components (HCPC) approach. The results of the study highlight that beer and spirits are mainly perceived as "Young", "Social", "Euphoric", "Happy", "Appealing" and "Trendy" beverages, while wine is associated mostly with terms such as "Pleasure", "Quality" and "Comfortable". Furthermore, the cluster analysis allowed for the identification of three groups of individuals with different approaches to alcohol drinking. The results of the study supply a useful information framework for the elaboration of specific communication strategies that, based on the drinking habits of young consumers and their perception of different beverages, can use a language that is very close to the consumer typologies. Such information can be helpful for both private and public communication strategies.

2 PRODUCTIVITY GROWTH IN THE WINERY SECTOR: EVIDENCE FROM ITALY AND SPAIN Structured AbstractPurpose: The goal of this paper is to estimate total productivity change in the winery sector, decomposing it into efficiency change and technical change. Practical implications:The analysis of the efficiency and the productivity of the wineries is crucial to improve their competitiveness and guarantee their survival.Originality/value: For the first time, a comparative analysis is carried out with data from two major wine producing countries.

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Purpose The purpose of this paper is to analyse the motivations of young consumers of alcoholic beverages in order to supply information for the definition of corporate and social marketing strategies. The target of young consumers was chosen because of its association with the choice of consumption behaviours often resulting in health and social issues related to alcohol. The focus on motivations, on the other hand, is justified by the need to assess the contents of appropriate and efficient communication campaigns for both producers and public institutions. Design/methodology/approach A means-end approach was used on a sample of young consumers from Tuscany via face-to-face interviews. The interviews were carried out with students who were completing their last year of high school. The results were processed using an MEC analyst software for the construction of the hierarchical value maps and cognitive maps showing the links between products and consumers. Findings The results highlighted the perception of a “socialisation” attribute that is stronger when linked to the consumption of beer and spirits; however, wine is still perceived as a non-friendly beverage. The aspect of socialisation underlines both the pleasure of sharing consumption experiences and the dangerous binge drinking behaviour. Thanks to this approach, the study identifies the main elements in the cognitive structure that, if used to define a communication strategy, may guarantee a high degree of efficacy. Originality/value The findings of the study constitute valuable information that can be used to prepare stages of communication plans within larger corporate and social marketing strategies. The wine sector can benefit from understanding the motivations that prevent young people from drinking wine and can attempt to fill the psychological and cognitive gap between young consumers and the product. Public institutions, on the other hand, may benefit from understanding the motivations that lead young people towards dangerous drinking behaviours. In turn, the institutions may be able to send appropriate messages within their communication activities aimed at containing such behaviours.