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Abstract
This paper applies hedonic analysis for an identification of the values which consumers place on attributes of origin
as they are listed on the labels of bottles of wine. In particular, region and country of origin are examined with respect
to the consumers' degree of product identification. Generalised least squares regressions are employed to infer the
implicit valuation of information about wine attributes from explicit market prices in the British off-licence sector. The
analysis allows for differential effects between attributes. Where these effects are found to have a significant impact
on price, consumers are viewed as regarding attribute bundles as imperfect substitutes. The study identifies these
cases where identical grape varieties originate from different countries and regions within those countries. Results
suggest that grape varieties are highly important in the choice of Italian and Australian wines, whereas regional
origins constitute the most important choice criterion in the case of French wines. The relationship between origin
and quality is further explored as marketing implications for retailers are investigated. While considering interactions
between the attributes, it is shown what potential gains or losses retailers may have to face as they intend a stocktransfer
of wines from different origins.