1. Prefigurements and preferences of American consumers Final report Milan, September 2011

2. The interviewees’ profile

3. The interviewees’ profile DEMOGRAPHICS % GENDER Male 80,6 Female 19,4 AGE 21-24 years old 3,8 25-34 years old 16,1 35-44 years old 19,4 45-54 years old 26,0 55-65 years old 34,7 EDUCATION High school/College 29,4 University certificate/Bachelor 50,7 Masters/PhD 19,9 TOWN SIZE Little (< 50.000) 30,8 Medium (50 - 250.000) 30,0 Big (> 250.000) 39,2 OCCUPATION Professionals 21,9 Managers / administrators / owners 17,5 Retired 17,5 Science and technologies workers 7,4 Office workers 7,0 Skilled, semi-skilled workers 5,8 Homemakers 5,2 Personnel specialiazed in sales 3,2 Personnel specialiazed in services 2,8 Unemployed 2,8 Students 2,0 Manual workers 1,6 Other 5,2 AREA East Coast 22,3 Midwest 23,1 Mountain States 8,1 West Coast 14,2 South 30,8 Other States 1,4 Respondents: 506

4. The focus on Prosecco

5. The focus on Prosecco AWARENESS Do you know PROSECCO? % Yes, it's a type of wine I habitually drink Yes, sometimes I have drank it Yes, I have heard of it (but never tried it) No, I don't know it 51,6 Wine consumption frequency Avg price of the wine Italian wines Heavy Middle / light <9 USD 9-12 USD >15 USD Users Non users 373 133 141 144 213 249 257 Respondents: 506

6. The focus on Prosecco CONSUMPTION Do you know PROSECCO? % Yes, it's a type of wine I habitually drink Yes, sometimes I have drank it Yes, I have heard of it (but never tried it) No, I don't know it 29,1 Wine consumption frequency Avg price of the wine Italian wines Heavy Middle / light <9 USD 9-12 USD >15 USD Users Non users 373 133 141 144 213 249 257 Respondents: 506

7. The focus on Prosecco TARGET ANALYSIS % Do you know PROSECCO? Total sample GENDER Male Female AGE Young Young-adults Adults Senior EDUCATION High school/College University certif./Bachelor Masters/PhD AREA East Coast Midwest Mountain States West Coast South Respondents: 506 408 98 100 98 131 175 148 255 100 113 117 41 72 156 56 59 44 61 62 55 48 45 59 67 62 50 44 68 52 AWARENESS CONSUMPTION Ratio* *Ratio = Consumption Awareness

8. The focus on Prosecco OCCASIONS AND TRENDS In which places / on which occasions have you drank PROSECCO? In the last 6 months, has your consumption frequency of PROSECCO: Increased a lot Increased slightly Decreased slightly / a lot Remained the same % After dinner, during the evening In Italian restaurants On special occasions At some friends' place During meals As aperitif, before dinner In cafés / bars In night venues / dance clubs Respondents (they have tried Prosecco): 147 Increase 36,7