From vineyard to glass: Measuring consumers’ willingness to pay for innovative rootstock-produced wine through an experimental auction

Availability of new rootstocks in vineyards offers improved sustainability and adaptability to changing climatic conditions. However, the adoption of these innovations in the wine industry can be hindered by consumer perceptions and uncertainty about the intrinsic and extrinsic characteristics of the new rootstock-produced wines. This study aims to address these concerns by examining consumer preferences towards M4 rootstock-produced wines through a consumer test and a willingness-to-pay assessment based on a Becker-DeGroot-Marschak auction analysis. A non-hypothetical experiment design, involving 201 wine consumers from the Veneto and Friuli Venezia Giulia regions of Italy, was employed to identify differences in new patterns of wine consumption due to the information provided. Results show that consumers do not identify noticeable taste differences between wines produced with innovative and traditional rootstocks. However, when informed about the water-saving benefits, their willingness to pay for wines made with the innovative rootstock is 5% higher than for wines using traditional rootstocks. This additional willingness to pay becomes statistically insignificant after tasting the wine. The introduction of the M4 rootstock among vine growers appears to be an effective solution in meeting consumer demand for high-quality products made with environmentally-friendly methods that conserve scarce resources, such as water. The findings of this study contribute to the ongoing debate on the development of sustainable and economically viable viticultural practices that address the challenges posed by climate change. • M4 innovative rootstocks are drought-resistant, enhancing climate resilience. • Consumer preferences for innovative M4 rootstock wines are assessed. • M4 rootstock wine tastes as equivalent to traditional wines. • Consumers informed of benefits pay 5% more for M4 rootstock wine. • Impact of water-saving benefits diminishes after wine tasting.