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ABSTRACT The global wine industry is transforming due to climate change challenges. Glocalization is increasingly relevant in winemaking, where geographical and cultural diversity requires context‐specific solutions in the existing sustainability spectrum in viticulture. Despite growing interest in regenerative viticulture, existing research offers limited insight into how regenerative approaches are operationalized in practice. This study explores how European wineries implement regenerative practices and adapt glocal sustainable winemaking strategies. Using a qualitative exploratory design, we conducted semi‐structured interviews with 18 participants, including winemakers and industry experts from seven European countries: Hungary, France, Slovenia, Italy, UK, Austria, and Moldova. Findings reveal six dimensions shaping regenerative transitions, from motivation, resilience, and mindshift to business support systems, authentic wine experience, and glocal storytelling. A multilevel analytical framework demonstrates that successful implementation requires alignment across individual values, organizational practices, industry networks, and institutional frameworks. The study contributes to sustainability management and glocalization theory, providing practical implications for policy coherence and outcome‐based regulatory frameworks.
Volkova et al. (Mon,) studied this question.