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The purpose of this paper is to analyse the motivations of young consumers of alcoholic beverages in order to supply information for the definition of corporate and social marketing strategies. The target of young consumers was chosen because of its association with the choice of consumption behaviours often resulting in health and social issues related to alcohol. The focus on motivations, on the other hand, is justified by the need to assess the contents of appropriate and efficient communication campaigns for both producers and public institutions.

A means-end approach was used on a sample of young consumers from Tuscany via face-to-face interviews. The interviews were carried out with students who were completing their last year of high school. The results were processed using an MEC analyst software for the construction of the hierarchical value maps and cognitive maps showing the links between products and consumers.

The results highlighted the perception of a “socialisation” attribute that is stronger when linked to the consumption of beer and spirits; however, wine is still perceived as a non-friendly beverage. The aspect of socialisation underlines both the pleasure of sharing consumption experiences and the dangerous binge drinking behaviour. Thanks to this approach, the study identifies the main elements in the cognitive structure that, if used to define a communication strategy, may guarantee a high degree of efficacy.

The findings of the study constitute valuable information that can be used to prepare stages of communication plans within larger corporate and social marketing strategies. The wine sector can benefit from understanding the motivations that prevent young people from drinking wine and can attempt to fill the psychological and cognitive gap between young consumers and the product. Public institutions, on the other hand, may benefit from understanding the motivations that lead young people towards dangerous drinking behaviours. In turn, the institutions may be able to send appropriate messages within their communication activities aimed at containing such behaviours.

The purpose of this paper is to estimate total productivity change in the winery sector, decomposing it into efficiency change and technical change.

The methodology is based on the estimation of the Malmquist productivity index for a sample of Spanish and Italian wineries between 2005 and 2013.

The results show very low efficiency levels for the wineries under study. Further, Spanish and Italian wineries show a decrease in their average annual productivity for the period of time analysed.

The analysis of the efficiency and the productivity of the wineries is crucial to improve their competitiveness and guarantee their survival.

For the first time, a comparative analysis is carried out with data from two major wine-producing countries.

The organic production technique is a significant innovation for both process and product aspects of the agricultural sector. In less favoured areas, organic production contributes to develop the potential revitalisation of the production sector and also supports the application of endogenous development models, thus favouring sustainable development both on socio‐economic and ecological bases. The paper focuses on a case study about the possible growth of organic production in a mountain area of the Florence province, in Tuscany. The organic and non‐organic agricultural activities of the area are illustrated, with regards to the whole territorial organisation and the need to maintain agricultural activities for territorial defence. The potential development of the organic product supply is described as a result of a direct survey on the major distribution channels. The main reasons for the delayed expansion of the organic production are outlined in a direct survey on the farms of the area.