Professor GianCarlo Moschini published in the most recent issue of Journal of Wine Economics. Moschini co-authored the article "Product differentiation and the relative importance of wine attributes: U.S. retail prices" with Raj Chandra, an economist for Amazon.

Their article investigates the relative importance of various attributes, including varietal, brands, and geographic origin, in explaining retail wine prices for the United States market and finds that brands alone explain more than 70% of the variation in wine prices, but geographic origin and varietals retain additional explanatory power.

Product differentiation and the relative importance of wine attributes: U.S. retail prices
Raj Chandra and GianCarlo Moschini
Journal of Wine Economics 17(3):177-208.
https://doi.org/10.1017/jwe.2022.23