Italian Wineries Lag in Digital Adoption as Small Producers Struggle With Innovation

The digital transformation of the wine sector in Italy is advancing slowly, according to findings presented at a recent meeting at the Accademia dei Georgofili in Florence. The event showcased the results of the inter-university project Winery Farming 4.0, which involves universities from Milan, Florence, Brescia, Tuscia, and Padua. The project aims to modernize traditional viticulture practices through advanced digital technologies, with the goal of improving efficiency and sustainability in wine production.

Researchers and industry experts at the meeting highlighted that only 8% of Italian wineries have adopted digital tools and precision agriculture methods. This low adoption rate is largely due to the structure of the sector: most Italian wineries are small, family-run businesses that often lack both the resources and technical expertise needed for digital innovation. Larger companies, on the other hand, are more likely to see the economic benefits of these technologies and are adopting them at a faster pace.

Professor Marco Vieri from the University of Florence’s Department of Agricultural, Food, Environmental and Forestry Sciences explained that “Agriculture 4.0” requires a fundamental change in how wineries operate. He emphasized that companies need to invest in technologies that allow precise management of water, fertilizers, pesticides, and fuel. According to Vieri, this approach can lead to significant environmental benefits, including a 30% annual reduction in water use, a decrease in chemical inputs from 70% to 30% per year, less soil compaction, and a 15%-20% reduction in fuel consumption. These changes also support greater biodiversity within vineyards.

Despite these advantages, Vieri pointed out that a major barrier remains: the lack of skilled workers who can manage digital transitions in agriculture. He stressed the need for generational renewal within the sector. Younger professionals with training in digital tools are essential for leading Italian viticulture into its next phase.

The Smart Agrifood survey cited during the meeting confirmed that most small wineries are hesitant to invest in new technologies due to limited financial capacity and uncertainty about returns. However, those who have implemented digital systems report not only environmental gains but also improved profitability through better resource management and reduced waste.

The Winery Farming 4.0 project has conducted field trials across several regions in Italy. These trials demonstrated that digital monitoring systems can help vineyard managers make data-driven decisions about irrigation and crop protection. By using sensors and software platforms, producers can track soil moisture levels, plant health indicators, and weather patterns in real time. This information allows them to apply water or treatments only where needed, reducing unnecessary inputs and minimizing environmental impact.

Participants at the Florence meeting agreed that public policies could play a role in accelerating digital adoption by supporting training programs for young people interested in agricultural technology. They also called for incentives to help small wineries invest in equipment and software.

The push for digital transformation comes as Italian wine producers face increasing pressure from climate change and international competition. Extreme weather events have affected harvests in recent years, making efficient resource use more important than ever. At the same time, consumers are showing greater interest in sustainably produced wines.

Industry leaders believe that embracing digital tools is not just an option but a necessity for maintaining Italy’s position as one of the world’s top wine producers. The challenge now is to ensure that all parts of the sector—especially smaller family-run businesses—have access to the knowledge and resources needed to make this transition successfully.