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When it comes to choose a single bottle of wine from a wide range of choice in a wine shop, what criteria matter for the Irish wine consumer? What are the elements affecting the value perception of a bottle of wine? Is there any difference of perception between strongly educated wine consumers and novices? How does that affect their purchasing behaviour? Finally, from a brand point of view, what is the best marketing strategy in order to stand out from the crowd? This book aims to answer all of those questions by exploring the Irish wine market and its specific wine consuming behaviour.