**4. Conclusions**

This study shows that wine consumers show different levels of WN and FTN. This result supports previous findings stating that WN and FTN are useful to measure different aspects of FN. Beyond this, the study suggests that wine consumers with a higher income and level of education tend to be more open to trying new wines. This confirms that the idea of lower education and income leading to higher FN scores is also applicable to the wine sector. Results also state that WN reduces as product involvement increases. For this reason, neophilic consumers consume wine more frequently and consider a wider range of attributes when purchasing wine.

Regarding practical implications, obtained results encourage wine makers to develop new wines and novel production techniques, focusing on consumers with higher socioeconomic status. Within wine attributes, wine makers should pay special attention to the type of wine, the wine barrel aging, and the brand image as these are the key attributes considered by this consumer segmen<sup>t</sup> in the purchasing process. Wine makers should also consider that consumer segments eager to try innovative wines exist; however, not all of them are open to the same kinds of innovations, and wines including specific innovations intended for specific consumers segments would need to be developed.

Although wine is considered a traditional food product deeply linked to heritage, wine innovation is crucial to ensure increased demand, mainly in the traditional wine producing countries of Europe, and specifically in Spain, where wine consumption is significantly lower than in surrounding countries. Consumers are accustomed to continuous innovations in the food sector, and the wine sector cannot only rely on their strong connections with *terroir* and culture to survive. Moreover, severe global competition and the positive attitudes toward the innovation of consumers in emerging markets encourage these innovations.

There were some limitations to this work. First, surveys were only conducted in three locations, while the results have been extrapolated to the whole country. It should also be considered that due to the sampling method, some bias could appear. In addition, the use of different Likert-type scales may have led to confusion for some of the interviewees. Second, in market research, there may be a difference between what consumer respondents say and what their real attitudes are. Third, it should be considered that the present study has only evaluated consumer attitudes toward technological innovations (product and process), while nontechnological innovations have been neglected.

Future studies should examine the specific innovations that wine consumers are more willing to accept. Recent knowledge suggests that innovations considered too radical could face rejection even among more pro-innovation consumers. In this regard, specific studies about consumers' acceptance of nontechnological innovations, including marketing and organizational innovations, should be developed.

**Funding:** This research received no external funding.

**Institutional Review Board Statement:** The study was conducted according to the guidelines of the Declaration of Helsinki and approved by the University of Castilla-La Mancha.

**Informed Consent Statement:** Informed consent was obtained from all subjects involved in the study.

**Data Availability Statement:** Data will be available under request.

**Acknowledgments:** This study was partially funded by the Provincial Council of Albacete, the University of Castilla-La Mancha, and the European Regional Development Fund [2018/11744].

**Conflicts of Interest:** The author declares no conflict of interest.
