Consumers’ preferences are important drivers for strategic firm choices and for policy. Grape table consumption in the last years showed a drastic preference towards seedless varieties, most of them imported, negatively affected the demand for local varieties. Policy instruments improving local firms’ competitiveness have the aims to implement certified quality system based on advanced integrated and organic methods. This paper presents former results of a wider study on sustainability of innovation in grape sector starting from the stakeholder’s opinions, analysed by a swot analysis. Results from an economic and environmental analysis put in evidence sector needs that regional policy instruments have to solve to improve sector integration.