Exploring the Italian Wine Market and strategies for enhancing B2C sales through online platforms

This paper aims to analyze the modern dynamics of the wine market, seeking to identify the potential advantages that online sales can bring to Italian wineries. After an initial section focusing on the dynamics of the global wine market, there is a specific focus on the Italian wine market, where the main dynamics and the numbers recorded in recent years are reported. Following this, an overview of the online wine market in Italy will be provided, along with listing some dynamics to consider for effectively implementing e-commerce in a winery. In conclusion, a case study of a winery in Trentino-Alto Adige, Cantina Tramin, is presented, including an interview conducted exclusively for this paper.