Blockchain adoption in the winery industry: the case of Cantina Placido-Volpone

This chapter identifies the existing challenges in the winery industry and proposes to analyze their resolution by the adoption of blockchain technology. Blockchain allows the traceability of the whole process linked to wine production, from the cultivation of the grapes to the distribution of the bottles. Blockchain allows winery firms to unlock the potential value existing in some processes, especially when they create a competitive advantage. The chapter investigates these concepts within the case of Cantina Volpone, which has been the first case in Italy to adopt blockchain technology in the winery industry. This chapter studies the implementation path for blockchain technology in the winery industry and highlights the operational and financial challenges emerging from its adoption.