We investigated the way Italian consumers  diversify their wine drinking choices, seek experiential knowledge and satisfy their curiosity. Two variety seeking measures are considered, namely the Wine Index of Diversity and Brand Index of Diversity and we analyzed variety seeking behavior in a statistically representative sample of 8,313 Italian households. Four groups are identified based on consumer characteristics and their purchasing behavior. The largest group is “switchers,” which includes consumers showing a relatively higher wine diversity than brand diversity. Estimates reveal the “habitual” group, that lives in the southern Italy and consumes wine less frequently than all other groups. The “loyal” group includes the youngest consumers with an above average income, who reside in the northern regions. Finally, the “variety seekers” are older, have the highest incomes, and live in the central regions. This grouping provides insights into the effects of brand and wine typology on consumers’ choices.

The study is now online on Food Quality and Preferences,  the international journal devoted to sensory, consumer and behavioural research in food products.