The research study conducted by Squadrati, a market research institute, and ordered by the winery Bosco Viticultori of the Group VI.V.O. Cantine sac located in the province of Treviso, detected four profiles by analyzing the web and social conversations on wine, which led to the definition of a semiotic square which 4 poles are defined as Radical, Wine snob, Socialite and Down-to-Earth:
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RADICAL: those expecting the wine to be produced with the maximum respect of the grape and the Vineyard.
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WINE SNOB: those expecting the wine to be of guaranteed quality and sophisticated taste.
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DOWN-TO-EARTH: those finding simplicity and everyday life in wine.
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SOCIALITE: those considering wine as the occasion for a social gratification.
The semiotic square of wine lovers is an instrument of analysis offering an articulated and synthetic picture of the behaviours as concerns wine. Detecting these behaviours with clarity is essential to fix the strategies satisfying the many consumers’ requests and reacting to the negative trend characterizing the National market, and injecting a new value to the whole wine production chain.
