Knowledge and Consumption of Organic and Biodynamic Wines

Following the growing interest of tourists towards the enogastronomic peculiarities of the countries visited, many Italian destinations have started offering food and wine-related activities, with wine marking a competitive advantage. Italian wine production ranks among the top in the world, with producers shifting from quantity to quality and organic and biodynamic cultivation. Organic wines are therefore becoming an interesting product for wine tourists and wine event attendees. This book chapter presents the results of exploratory research on organic and biodynamic wine consumers and provides wine destinations, wine event organisers and wine cellars with information aimed at creating market strategies to target this ever-growing sub-niche. Specifically, this work shows that consumers of organic/biodynamic wines are more likely to attend wine events than non-organic/biodynamic consumers. Therefore, tourism destinations willing to enter the sub-niche of organic/biodynamic market could use this form of events to strengthen their image and position themselves in the market. Beyond being a place for approaching and educating consumers, wine events are a moment of tasting, purchasing and socialising. Therefore, quality and variety of wineries in the event, pleasant atmosphere and good vibes can improve the satisfaction of attendees and encourage wine purchase and loyalty.