Unveiling digitalisation in Italian viticulture: a field study on drivers and barriers

Purpose This study investigates the drivers and barriers to digitalisation in viticulture, focusing on the Italian wine sector. Although digital transformation is widely recognised as necessary for its potential to bring significant improvements to this industry, the determinants and barriers to this process are still unappreciated by research in the field. Design/methodology/approach Due to the emerging nature of the research field, the paper adopts an explorative field study based on focus groups involving a total of 36 participants as keynote actors in the wine sector industry, including entrepreneurs, wine producers, agronomists and representatives of wine consortia across Italy. Findings The study reveals that various factors can promote the adoption and implementation of digital technologies in viticulture. One of them is the large availability of data, innovations that improve business models, and the quality and sustainability of wine production. However, the study also reveals perceived barriers regarding digital technologies, such as economic constraints, a lack of digital skills, increased complexity in the operation processes and a potential loss of wine tradition. Originality/value This paper explores an understudied area and uncovers several factors previously overlooked by academia. It points out inconsistencies between the perceived drivers and barriers, demonstrating the divergent perspectives among entrepreneurs regarding digitalisation.