{"id":101465,"date":"2026-02-21T00:57:47","date_gmt":"2026-02-20T23:57:47","guid":{"rendered":"https:\/\/www.winemag.it\/antitrust-fine-for-bernabei-website-and-app-e400000-for-misleading-promotional-prices\/"},"modified":"2026-05-21T09:34:11","modified_gmt":"2026-05-21T07:34:11","slug":"antitrust-fine-for-bernabei-website-and-app-e400000-for-misleading-promotional-prices","status":"publish","type":"post","link":"https:\/\/www.winemag.it\/en\/antitrust-fine-for-bernabei-website-and-app-e400000-for-misleading-promotional-prices\/","title":{"rendered":"Antitrust Fine for Bernabei Website and App: \u20ac400,000 for Misleading Promotional Prices"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-ai-summarize yoast-ai-summarize\"><h6>IN BREVE<\/h6>\n<ul class=\"wp-block-list yoast-ai-summarize-list\">\n<li>The AGCM has fined Bernabei Srl and Bernabei Liquori Srl \u20ac400,000 for unfair commercial practices regarding price and promotion communication.<\/li>\n\n\n\n<li>The unfair practice includes advertising promotional prices equal to or higher than the lowest prices in the previous 30 days.<\/li>\n\n\n\n<li>The Antitrust Authority identified two strands: misleading price advertising and use of crossed-out lists to create a perception of value.<\/li>\n\n\n\n<li>The companies must communicate within 60 days the measures adopted to comply with the injunction, and payment of the fine is due within 30 days of notification.<\/li>\n\n\n\n<li>The AGCM considers the dissemination of the practice through the website and app as amplifying the deceptiveness of the communication.<\/li>\n<\/ul>\n<\/div>\n\r\n<div class=\"align wp-block-bssb-social-share\" id=\"bssbSocialShare-1\" data-attributes=\"{&quot;socials&quot;:[{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;facebook&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-facebook-f&quot;,&quot;color&quot;:&quot;#1877f2&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;linkedin&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-linkedin-in&quot;,&quot;color&quot;:&quot;#0a66c2&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;mobileMessenger&quot;,&quot;network&quot;:&quot;whatsapp&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-whatsapp&quot;,&quot;color&quot;:&quot;#25d366&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}}],&quot;align&quot;:&quot;&quot;,&quot;alignment&quot;:&quot;left&quot;,&quot;theme&quot;:&quot;default&quot;,&quot;background&quot;:{&quot;color&quot;:&quot;#0000&quot;},&quot;size&quot;:&quot;28px&quot;,&quot;gap&quot;:&quot;14px&quot;,&quot;padding&quot;:&quot;10px&quot;,&quot;margin&quot;:&quot;10px&quot;,&quot;border&quot;:{&quot;radius&quot;:&quot;50%&quot;},&quot;shadow&quot;:[],&quot;direction&quot;:&quot;row&quot;}\">\r\n\t<div class=\"bssbStyle\"><\/div>\r\n\r\n\t<ul class=\"bssbSocialShare\">\r\n\t\t\r\n\t\t\t<li class=\"icon icon-0\" data-social=\"facebook\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook-f\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-1\" data-social=\"linkedin\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin-in\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-2\" data-social=\"whatsapp\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-whatsapp\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t<\/ul>\r\n<\/div>\n<p class=\"wp-block-paragraph\">The <strong>Italian Competition Authority<\/strong> (<strong>AGCM<\/strong>), known as the <strong>Antitrust<\/strong>, has imposed a <strong>total fine of \u20ac400,000<\/strong>, jointly and severally, on <strong>Bernabei Srl<\/strong> and <strong>Bernabei Liquori Srl<\/strong> for <strong>unfair commercial practices<\/strong> related to <strong>price and promotion communication<\/strong>. This concerns the e-commerce site www.bernabei.it and the Bernabei app. The proceedings involve alcoholic and non-alcoholic beverages sold online and, for certain aspects, also in physical stores operated by the companies.   <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-d3910a70\"><h5 class=\"uagb-heading-text\"><strong>THE TWO CONTESTED CONDUCTS: INCONSISTENT &#8220;PROMOS&#8221; AND INEFFECTIVE LIST PRICES<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">According to the AGCM, the practice is &#8220;unified&#8221; and consists of two strands. The first concerns advertising prices as &#8220;promotional&#8221; that are greater than and\/or equal to the lowest price in the previous thirty days, an element that European pricing regulations use <strong>as a reference to make a price reduction understandable<\/strong>. <\/p>\n\n<p class=\"wp-block-paragraph\">The second strand concerns the presentation of <strong>crossed-out &#8220;full&#8221; or &#8220;list&#8221; prices<\/strong>, indicated as a basis for comparison to create a perception of value, but never applied or applied only marginally or residually outside promotions.<\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-4c1327a2\"><h5 class=\"uagb-heading-text\"><strong>THE KEY POINT: THE &#8220;LOWEST PRICE&#8221; MUST BE THE ACTUAL BASIS FOR THE DISCOUNT<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">In the ruling, the Authority emphasizes a central point: indicating the lowest price in the previous 30 days is not enough if the reduction is not actually based on that price. The <strong>mere display of the lowest price<\/strong>, without the reduction being genuinely determined on the basis of that value, can be misleading. Because it transforms into an announcement of reduction something that is not a reduction, or not in the terms perceived by the consumer.  <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-187b41ad\"><h5 class=\"uagb-heading-text\"><strong>PROMOTIONAL CLAIMS AND DISCOUNT PERCENTAGES: THE &#8220;HOOK&#8221; EFFECT ON CONSUMERS<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">The Authority links the complaint to the presence of claims and formulas that emphasize value. In some cases, explicit discount percentages. The text includes examples of messages such as \u00ab<strong>Wines and spirits discounted by 30% and more<\/strong>\u00bb and the invitation to \u00abgrab the extra discount of -30%\u00bb, deemed likely to create belief in a specific advantage over the lowest price in the thirty days. Even when, according to the AGCM, <strong>that advantage does not exist<\/strong>. Because the promotional price is equal to or higher than the minimum for the period.     <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-182f8491\"><h5 class=\"uagb-heading-text\"><strong>PRODUCT EXAMPLES: WINES, SPARKLING WINES, AND PRICES DISPLAYED ON PAGE<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">The ruling includes specific examples of pages and product sheets, with side-by-side indications of current price, &#8220;lowest price,&#8221; and &#8220;list price.&#8221; Among the cases cited: \u00ab<strong>Ribolla Gialla Baloc 2024<\/strong>\u00bb at \u20ac6.60, \u00abLowest price: \u20ac6.50 &#8211; List price: \u20ac11.90\u00bb. \u00ab<strong>M\u00fcller Thurgau Boem 2023<\/strong>\u00bb at \u20ac6.10, with \u00abLowest price: \u20ac5.80 &#8211; List price: \u20ac11.90\u00bb. \u00ab<strong>Lambrusco Ottocentonero Albinea Canali 2018<\/strong>\u00bb at \u20ac6.50, with \u00abLowest price: \u20ac6.20 &#8211; List price: \u20ac10.80\u00bb. <\/p>\n\n<p class=\"wp-block-paragraph\">The point is not the individual numerical discrepancy, but the communication framework. The presence of the crossed-out list price and discount claims makes the perception of a significant reduction more immediate. <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-62140d0d\"><h5 class=\"uagb-heading-text\"><strong>THE ISSUE OF THE &#8220;CROSSED-OUT LIST PRICE&#8221;: &#8220;THEORETICAL&#8221; AND UNPRACTICED PRICE<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">On the second strand, the Antitrust reconstructs a difference between <strong>prices actually charged and list prices<\/strong> shown as crossed out. In the inspection findings, it is reported that, for price determination, there would be continuous prices normally used in the absence of promotions and a list price defined at the beginning of the year for positioning.  <\/p>\n\n<p class=\"wp-block-paragraph\">In a passage from the inspection report, it states that <strong>the list prices would be &#8220;theoretical&#8221;<\/strong> and that &#8220;popular&#8221; and &#8220;promo&#8221; prices would be determined in relation to the theoretical list price, as the basis for calculation. It is on this dynamic that the Authority focuses the complaint. Because a theoretical price displayed as crossed out can function as a psychological anchor, even if in practice the product is not actually sold at that level.  <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-cbbdd084\"><h5 class=\"uagb-heading-text\"><strong>INSPECTIONS AND THE &#8220;UNIFIED POLICY&#8221; BETWEEN ONLINE AND PHYSICAL STORES<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">The file reveals statements about the <strong>alignment of pricing and promotion policies between the website, app, and physical stores<\/strong>. Specifically, the reports state that \u00abthe pricing\/discount\/promotion policy is the same for the website <a href=\"http:\/\/www.bernabei.it\">www.bernabei.it<\/a>, the Bernabei app, and the physical stores also operated by Bernabei Liquori s.r.l.\u00bb. This element is cited to justify the unity of the <strong>commercial strategy<\/strong> and the connection between the two companies.  <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-e504f81c\"><h5 class=\"uagb-heading-text\"><strong>FROM INFORMATION REQUESTS TO THE INITIATION OF PROCEEDING PS\/12804<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">The process begins with a pre-investigation activity and <em>moral suasion<\/em>. On July 12, 2024, the Authority invites the removal of potentially unfair aspects and asks how prices would be correctly advertised across all channels. <\/p>\n\n<p class=\"wp-block-paragraph\">Further information requests follow between September and November 2024, <strong>but the initiatives adopted are deemed inadequate<\/strong>. On May 28, 2025, investigation PS\/12804 is initiated, and on the same day, inspections are carried out at the locations indicated in the ruling. <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-9b9d596b\"><h5 class=\"uagb-heading-text\"><strong>WEBSITE AND APP MONITORING AND CONTINUITY OF PROMOTIONS<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">In the text, the Authority lists monitoring conducted on the website and app on multiple dates between November 2024 and May 2025, to verify the persistence of promotion presentation methods. The Antitrust reconstructs the verifications following the <strong>responses provided in 2024<\/strong> to argue that the investigation was initiated within a reasonable time from full knowledge of the facts. <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-8d008f2a\"><h5 class=\"uagb-heading-text\"><strong>THE &#8220;LIST PRICE&#8221; NUMBERS: MINIMAL SALES AT FULL PRICE<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">One of the most concrete passages concerns the disproportion between sales at list price and sales on promotion. The ruling highlights that invoices for sales of the products in question at list price to consumers number 51, plus <strong>5 invoices to VAT number holders<\/strong>, while invoices at promotional or discounted prices for the same products amount to several thousand PDF pages, over <strong>45,000 pages for online channels alone<\/strong>. This data is used to argue that the crossed-out list price did not represent the reference price actually charged in the market.  <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-7bbbbe71\"><h5 class=\"uagb-heading-text\"><strong>BEST-SELLING PRODUCTS AND COMMERCIAL RELEVANCE<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">The dossier emphasizes that some cited products are not marginal in sales volumes. \u00abRibolla Gialla Baloc\u00bb and \u00abVino Spumante Brut Millesimato Lunazzi\u00bb were sold in significant quantities during the <strong>period April 1, 2024 &#8211; May 15, 2025<\/strong>, 4,810 units and 16,548 units respectively, according to acquired documentation. This element is cited to exclude that these are isolated cases or secondary products.  <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-b5f65c80\"><h5 class=\"uagb-heading-text\"><strong>THE COMMITMENT ON &#8220;REGULAR PRICE&#8221;<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">The proceeding also references commitments submitted by the companies. One passage states that, on the website, \u00abthe so-called list price will be replaced with the indication of the &#8220;regular price,&#8221; understood as the <strong>selling price habitually and usually charged<\/strong> by the company in the absence of promotions\u00bb. The Authority uses this statement to reinforce the distinction between the price actually charged and the theoretical list price.  <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-c604c60a\"><h5 class=\"uagb-heading-text\"><strong>AGCOM OPINION AND ROLE OF DIGITAL MEDIA<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">Since the practice was disseminated through the website and app, the AGCM obtained the opinion of the Communications Authority. The ruling highlights that <strong>the internet medium is capable of affecting and amplifying the potential deceptiveness of the communication<\/strong>, given the speed of access and the widespread nature of online promotions. <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-905c6d82\"><h5 class=\"uagb-heading-text\"><strong>2024 REVENUES AND DETERMINATION OF THE FINE<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">To determine the amount of the fine, the Authority considered the severity and duration of the practice and the economic size of the companies. <strong>In 2024, Bernabei Srl recorded revenues exceeding \u20ac31 million<\/strong>, while <strong>Bernabei Liquori Srl exceeded \u20ac62 million<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">The AGCM specifies that, for deterrent purposes, total revenue is relevant, not only that attributable to consumer sales. The practice is deemed to have been in place at least since April 1, 2024, and, <strong>for part of the conduct, still ongoing<\/strong>. <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-c97d48b8\"><h5 class=\"uagb-heading-text\"><strong>INJUNCTION AND COMPLIANCE<\/strong><\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">In the ruling, the Antitrust prohibits the dissemination of the practice and imposes the fine jointly and severally. The companies must communicate within 60 days the <strong>initiatives adopted to comply with the injunction<\/strong>. Payment is due within 30 days of notification, with the possibility of appeal to the Lazio Regional Administrative Court or extraordinary appeal to the President of the Republic within the legal timeframe.  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Italian Competition Authority (AGCM), known as the Antitrust, has imposed a total fine of \u20ac400,000, jointly and severally, on Bernabei Srl and Bernabei Liquori Srl for unfair commercial practices related to price and promotion communication. This concerns the e-commerce site www.bernabei.it and the Bernabei app. The proceedings involve alcoholic and non-alcoholic beverages sold online [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":101470,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[82271],"tags":[87752,87742,87741,87743,87754,87749,87745,87763,87760,87757,87746,87764,87761,87759,87765,87762,87750,87758,83751],"class_list":["post-101465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wine-news","tag-e400000-fine","tag-agcm","tag-antitrust","tag-bernabei","tag-bernabei-app","tag-bernabei-liquori","tag-bernabei-it","tag-crossed-out-price","tag-lambrusco-ottocentonero-albinea-canali-2018","tag-list-price","tag-lowest-price-in-30-days","tag-muller-thurgau-boem-2023","tag-online-wine-discounts","tag-promotional-prices","tag-ps-12804","tag-ribolla-gialla-baloc-2024","tag-unfair-commercial-practice","tag-vino-spumante-brut-millesimato-lunazzi","tag-wine-e-commerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Antitrust Fine for Bernabei Website and App: \u20ac400,000 for Misleading Promotional Prices<\/title>\n<meta name=\"description\" content=\"Antitrust Fine for Bernabei Website and App \u20ac400,000 for Misleading Promotional Prices. 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