Old world assessment of new world provenance cues: An Italian perspective.

This article examines how Italian consumers, representing an "Old World" wine market, perceive the concept of terroir in evaluating "New World" Californian Cabernet Sauvignon wines. Using a Discrete Choice Experiment, the study finds that Italian consumers generally have a negative perception of the American Viticultural Area (AVA) designation—a legal terroir label—and prefer broader geographic provenance such as the state level ("California") over more specific regional or village indications, unless accompanied by a detailed terroir narrative focused on the specific site ("climat"). Additionally, retailer private labels are viewed negatively at premium price points, while price often serves as a quality cue. The findings highlight cultural and familiarity differences affecting terroir appreciation and suggest implications for New World producers marketing wines in traditional European markets.