The commercialisation of wine in Spain is problematic due to two concrete circumstances: the decrease in wine consumption because of a consumer shift toward substitute drinks and the greater presence of national and foreign wine in the interior market, which involves an increase in business competitiveness. The increase in competitiveness of quality Spanish wine depends on producing enterprises’ knowledge of wine consumer preferences so they can offer consumers what they demand. In order to respond to this matter and better adapt supply, 421 wine consumers were surveyed using the Best-Worst Scaling methodology. Various segmentations were also made by consumer income and age groups. The results indicate that the two main attributes which condition consumers in choosing wine are the region of origin and having tasted it previously. The region of origin attribute is valued in general by consumers over 34 years old who have a monthly family income above 1,500 €. The attribute of having tasted it before, which on many occasions is associated with the price attribute, is valued particularly by younger consumers and those with lower incomes.


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