This also involves analysing the sensory profiles of wines that are popular in both traditional and emerging markets, as well as gaining a better understanding of the growing demand for wines produced using sustainable farming practices, combined with criteria relating to naturalness such as carbon footprint, certifications and transparency in production, in order to guide consumers towards informed choices.

Understanding consumer preferences requires a multi-dimensional approach, including sensory studies, research into wine marketing and consumer psychology, to shed light on the motivations underlying purchasing decisions.