This article analyzes consumer loyalty in the Italian market for Prosecco sparkling wines. In particular, we examine the relationship among wine appellation, price, and consumer loyalty. To that effect, we run a Dirichlet model on Nielsen scan data to estimate brand performance measures and study purchase patterns in the sparkling wine market. We find that Prosecco wines benefit from high-consumer loyalty, and that this loyalty can be explained by both the appeal of the Prosecco appellation and its upper-tier price point. We conclude that promotion strategies with deep discounts, as they affect the appellation's image, might hurt consumer loyalty in the long run. (JEL Classifications: D12, L11, L66, M31)

Purpose This study aims to provide a comprehensive overview on positive drivers and negative factors connected to the Covid-19 pandemic which can jointly shape wine tourism intentions. Design/methodology/approach The present study relies on a large sample of 399 US wine tourists. Partial least square structural equation modelling is adopted for data analysis. Findings Results reveal that willingness to avoid Covid risk while travelling negatively impacts wine tourism intentions and competitively mediates the effect of Covid phobia. Both situational and personal involvement with wine are key antecedents of future wine tourism intentions. Research limitations/implications This research contributes to understand the role of willingness to avoid travel-related risks during health crises. Furthermore, it improves existing knowledge on the effect of wine involvement on wine tourism intentions, highlighting the predictive relevance of situational involvement in explaining this relationship. Practical implications Results constitute critical information to practitioners and destination management operators for improving their resilience under similar circumstances. Updated information on wine tourists’ profile is also provided. Originality/value To the best of the authors’ knowledge, this is among the first studies exploring how positive and negative drivers act synergically in affecting wine tourism intentions after the Covid-19 outbreak.