Wine Law

establish their own consumption preferences and creating different market demands to promote the wine market worldwide. The desired consequence of these educational efforts is the creation of consumer value related to wine itself and connected markets (for example, wine tourism) 11 . These related activities are significant to reduce the dependence of the beverage’s market itself, creating other income sources to wine producers and raising the added value of the wine producer brand and properties. III.4. Choice Very close to the right to information is the right to choose, a traditional right that also produces a double perspective in favour of consumer protection. The first factor is to use the aforementioned learning about wine to allow the consumer to make better and more reflected decisions. This knowledge is relevant because wine is a product that has a lot of elements (country, kind of grape, production year, producer, familiar or industrial production, among others) that allow the wine’s profiling, making the consumer’s choices easier. The other factor is the necessity of diversity of options. In this case, it is an issue linked to microeconomy having consequences in consumption and competition. First of all, national and regional governments must encourage entrepreneurship in the wine market by elaborating policies in places where wine production is viable. With this motivation, many entrepreneurs will possibly have the opportunity to begin activities, producing a major plurality of producers as well as a larger variety of wine, which, in turn, will allow to meet different types of consumer demands. Another positive point of a plurality of types of wine is the possibility to buy a diverse wine based on an analysis of a better opportunity cost in the moment of the purchase (for example, a sale). This opportunity cost might make the consumer consider the previously planned purchase and change it to another product or to add another bottle of wine with a current great cost-benefit analysis. 11 On the implications for wine tourism research and management, see: CARLSEN, Jack; & BOKSBERGER, Philipp. Enhancing consumer value in wine tourism. Journal of Hospitality & Tourism Research , vol. 39, no. 1, pp. 132-144, 2013 (esp. pp. 140-142).