The digitalization of the wine sector in the Italian SMEs: strengths and international opportunities

Abstract

The purpose of this dissertation is to analyze the level of the digitalization of the Italian wine sector. The paper starts with an historical overview, indicating how the industrial and technological revolutions led to the digital era and to the Industry 4.0. The introduction of the new technologies have changed our habits, needs and even how companies do business. In Italy, the wine competitive landscape is characterized by SMEs. The latter have a strong interest in new digital technologies, despite the scarce resources and knowledge to gain substantial benefits from them. The main topic of this dissertation is the digital marketing in the wine industry, an affordable tool to enhance customer engagement and brand awareness. The digital marketing tools and channels are accessible by almost everyone, are less expensive than the traditional ones, and allow a closer relationship with the customers. Companies’ vision has changed: the customer and his needs are placed at the centre of the company's activities; there are new trends which are moving the wine sector forward. In order to understand the current digitalization level of Italian wine companies, an online survey is conducted. The results show strengths, weakness and opportunities of the companies in the wine industry and how the digital strategy may help the Italian SMEs to go global.