Intersecting the confluence of tradition and transformation: How digital transformation changes the wine experience along the German wine value chain

Purpose This study aims to explore how digital transformation reshapes the wine value chain and its effect on the wine experience. By addressing the intersection of digital transformation and wine experience, this research fills a gap in understanding how technology influences this traditionally artisanal industry. Design/methodology/approach The authors conducted semi-structured interviews with 22 experts across different stages of the wine value chain. This exploratory approach allowed the authors to assess the current state of digital transformation in the German wine sector and its impact on the wine experience. Findings The adoption of digital technologies varies significantly across the wine value chain, with marketing and distribution being more digitally advanced, while grape production and processing remain less affected. The authors also identify that digital transformation significantly enhances some stages of the wine experience; however, there is still untapped potential in some other stages. Originality/value This study’s originality lies in presenting a multidimensional digital transformation maturity model that summarizes the degree of digital transformation at each stage of the German wine value chain. Further, the authors present the new archetype of the “Digital Artisan Wine Entrepreneur” and the concept of the “Digital Wine Experience.” By providing a comprehensive understanding of digital transformation applications, the authors offer practical insights for winemakers to optimize processes and develop innovative business models, encouraging greater digital adoption in the wine industry.