Organisational dynamics and digital transformation in the wine industry: Tenute Rubino case study

Purpose The study examines how digital transformation is managed in the wine sector, highlighting the implications of these new technologies at the socioeconomic level and organisational culture. Design/methodology/approach This research focuses on a case study, Tenute Rubino, an Italian winery. The analysis was conducted using primary and secondary data. Primary data was collected through in-depth interviews with the company, and secondary data was collected from the company website and reports. Findings Findings show that the main drivers of adopting digital technologies at Tenute Rubino are increased traceability along the supply chain, efficiency of production processes, optimized materials management and rapid access to information. However, barriers remain related to the high installation, maintenance and training costs and the lack of awareness of technological benefits. The technologies are perceived as support tools and not as threats. Although the introduction of technology has not overturned the organisational structure, it has highlighted the need to develop new skills integrated with existing ones. The business model is based on sustainability, transparency and innovation, which positively affect company performance and worker well-being. Originality/value The study enriches existing literature by providing evidence on the effects of digital technology adoption in the wine sector, with particular attention to the impact on organisational culture and operational efficiency. The results provide helpful insights for other companies in this sector, guiding them in revising their business models to increase the transparency and sustainability of their respective value chains.