Analyzing the Excellence in the Agrifood "Made in Italy": The Italian High-Quality Wine Value Chain and the Role of New Technologies

This paper focuses on the high-quality wine value chain, one of the most relevant for the Italian agrifood sector. One of the important triggers for the recognition of the different types and qualities of wines and their identity, both in the domestic and the international markets, was the introduction and adoption of the controlled appellation system: DOC (Denominazione di Origine Controllata, Controlled Designation of Origin) and DOCG (Denominazione di Origine Controllata e Garantita, Controlled Designation of Origin Guaranteed). The paper has two aims. The first aim is to provide an accurate analysis of the strategic successful factors of the DOC and DOCG Italian wine value chains. A deep analysis of the vertical integration within the value chain is developed together with an analysis of the strong ties in the horizontal integration, particularly regarding the defense and standing of the DOC and DOCG system. Furthermore, a cross-analysis of successful factors in the DOC and DOCG wine value chains enlightens the key strategic elements of success. Regarding the second aim, this paper examines the key role of digital business platforms in facilitating information exchange, market access and consumer engagement in the high-quality Italian wine industry. The role of the digital platforms in the high-quality wine value chain is more and more increasing in terms of sales channels, strategic tools for transparency, traceability, and direct-to-consumer engagement. The paper provides useful contributions for scholars and practitioners. Concerning scholars, the paper integrates the extant literature on high-quality wines, clearly identifying the sources of advantages of DOC and DOCG wines. Concerning practitioners, the paper provides a multidimensional strategic framework of analysis to support the main stakeholders within the high-quality wine ecosystem in adopting sustainable and regenerative practices for a higher co-creation of value in the value chain. Eventually, the paper provides suggestions for future research paths.