Library:
Madrid
London
Paris Champerret
Paris Montparnasse
Turin
Berlin
Many industries have undergone a digital transformation to adapt to the rapidly changing VUCA
environment. However, the wine industry is emerging through its digital transformation, and
there are few successful cases and studies. Therefore, this paper hopes to contribute to the digital
transformation strategy of the wine industry. The paper adopts a qualitative research
methodology; the respondents are seven practitioners in the wine industry and three wine lovers. Combining the researched literature and interview results, we found that the leader and C-suite
are better suited to carry out digital transformation. In organizations, the biggest drivers of
transformation are solving the challenges of learning technology and having the proper reward
and punishment system. In addition, we focused on the most critical processes when facing the
market and what people expect from the digitalization of each process. This research makes
some recommendations for wine organizations' strategies to advance digitally.
