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The paper focuses on the evolution of loyalty towards 3 product attributes – price, format and quality designation – for wines bought in the Italian retail sector from the three-year period 2003-2005 to 2006-2008. The analysis is developed through the so called polarization index. The value of this work is twofold. On the one side, this study once again proves the advantages offered by this methodology for the analysis of customer loyalty. On the other one, the polarization index represents a strategic managerial tool for marketing managers to understand the evolution and dynamics of the market. The main results show that the bag-in-box format almost disappeared from the market either in terms of market share and loyalty, while the purchases of 0.75 litres bottles and 1 litre cartons, although almost stable in terms of loyalty, respectively increased and decreased in the three-year period 2006-2008. The consumption of table wines reduced, substituted by GI, DOC and DOCG wines. Despite this, the premium tier was cannibalised by the popular premium segment and partly replaced by the basic segment.
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