“…When buying wine, consumers face a much more complicated situation than for any other product they can purchase: the horizontal and vertical product differentiation is huge, and the differences between products are so specific that the average inexperienced consumer feels disoriented. Furthermore, it is widely accepted that wine is an "experience good" (Cardebat, 2017, p. 32;Thornton, 2013, p. 38), as its quality cannot be assessed before consumption, and to some extent a "credence good", as its quality is difficult to assess for inexperienced consumers even after consumption (Ashton, 2014;Goldstein et al, 2018;Gottschalk, 2018). With such information asymmetries between producers and consumers, the latter often make their choices based on various kinds of signals such as price, firm reputation and assessed product quality.…”