Wine Law

CONSUMER PROTECTION RELATED TO WINE LAW 269 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. In conclusion, wine is a beverage with which it is possible to create different kinds of profiles. The wine consumption market can create a lot of product profiles and segmentation, as well as consumer profiles, having as reference the types of wine, grapes, production origin in addition to personal preferences 12 . Based on these aspects, it is important that consumers have access to a plurality of available product to make better and more reflected choices, taking into account personal preferences, economic capacity and also eventual better cost- benefit analysis. 12 ROBINSON, Richard N. S. The market of wine tourism: profiling, segmentation and behavior. In SIGALA, Marianna; & ROBINSON, Richard N. S. (orgs.). Management and marketing of wine tourism business: theory, practice and cases . Cham: Palgrave Macmillan, 2019 (esp. pp. 23-24).