Platform-Mediated Regional Reputation and Value Capture in Wine Geographical Indications: Evidence from Italy and Spain

This study examines the manifestation of regional reputation in online wine markets and its association with value capture across Geographical Indications (GIs). Using consumer data from Vivino for Italy and Spain, we propose a three-dimensional framework for GI reputation comprising recognition (share of ratings), evaluative reputation (average ratings), and market valuation (average prices). The analysis of 54 Italian and 27 Spanish GIs, as well as segmentation of 2,358 Italian and 1,335 Spanish producers, shows that these three reputation dimensions are analytically distinct. High recognition does not necessarily correspond to higher ratings, and the relationship between market valuation and ratings may be nonlinear. Italian wines generally achieve higher prices than Spanish wines despite comparable ratings. Producer clustering further highlights heterogeneity within GIs. These findings provide a consumer-based perspective on GI reputation and value in platform-mediated wine markets.