Research methodology This case study relies on primary sources gathered during fieldwork at Salcheto winery, including interactions and interviews with Michele Manelli and the winery’s staff, as well as on personal experiences with industry contacts in Italy and France’s viticultural sectors. The authors have greatly benefited from discussions with their colleagues, Lorenzo Zanni and Alessandro Innocenti, who are experts with a deep understanding of the sustainability challenges facing the viticultural industry, especially in Tuscany, where they lived for many years. The case also references secondary sources provided by Salcheto online – whether in annual sustainability reports, through interviews or supplied by data providers like Orbis. All personal interviews with Michele Manelli have been recorded and are accessible from the authors. Supplementary materials have been recorded in 360 videos and can be integrated into the case presentation using virtual reality (VR) headsets or a pc screen. Consent from the owner of Salcheto winery, Michele Manelli, has been obtained. Case overview/synopsis The teaching case, “The wrath of grapes”, focuses on Salcheto, an Italian winery known for its extensive sustainability efforts under owner Michele Manelli. Although it has successfully adopted sustainable practices across environmental, economic and social areas over the past 25 years, Salcheto has been facing a severe crisis caused by rapid climate change. Climate conditions in Montepulciano, Tuscany, that were once favorable for growing grapes have been disrupted by extreme weather, significantly affecting grape yields and quality. Recent weather events – such as intense heat, drought, heavy rain and unpredictable storms – have gone beyond what Salcheto’s adaptive strategies can handle, putting the winery’s future at serious risk. Traditional techniques and regulatory rules, especially DOCG guidelines prohibiting irrigation and genetically modifying vines, have restricted potential solutions. At a crucial crossroad, Manelli has had to make significant choices. He could choose to innovate within the current ecosystem by investing in new vineyard technologies, requiring substantial resources but enabling him to keep the DOCG qualification, or he could opt to relocate the vineyards to cooler areas better suited to changing climate conditions. Manelli not only highlighted how collaborating with others in the business ecosystem is essential for success but also pointed out the many challenges involved. This case study takes a thoughtful look at both immediate actions and long-term sustainable strategies, navigating the impacts of climate change while focusing on business models and ecosystems, strategy, innovation and sustainability. Complexity academic level This teaching case serves as a valuable resource for courses in sustainability, business strategy, entrepreneurship, corporate social responsibility, environmental management or general management. It is particularly suitable for upper-level undergraduate and graduate students who already possess a basic understanding of business strategies, climate change and sustainability. The case is adaptable and works well across various teaching formats, whether in-person, hybrid or online. It promotes engaging class discussions, critical thinking and strategic decision-making, offering students the opportunity to develop creative solutions to real-world sustainability challenges faced by the Salcheto winery. This case has been extensively tested and refined at SKEMA Business School in final year Master of Science and Master of Business Administration classes, where it has effectively supported in-depth discussions on the practical implications of sustainability, climate change adaptation, business model innovation and sustainable business ecosystem strategies.
Jolink et al. (Tue,) studied this question.
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