Wine, wineries & internet: How new media are used by producers of Langhe and Roero

A significant shift in consumer-producer communication within the UNESCO-listed Vineyard Landscape of Piedmont (Langhe-Roero and Monferrato) has been driven by the adoption of new media, particularly social networks. This study reveals that producers in these regions leverage digital platforms to establish immediate, cost-efficient connections with targeted, product-interested consumers, thereby optimizing resource allocation. By analyzing the online presence of numerous companies in Langhe and Roero, researchers assessed the effectiveness and perceived importance of network-driven contacts, also drawing comparisons with the Cuneo region. The findings underscore how technological advancements are reshaping traditional business models in this UNESCO World Heritage Site, offering insights into the evolving dynamics of wine production and marketing.

Viberti, A., Massaglia, S., & Borra, D. (2014). Wine, wineries & internet: How new media are used by producers of Langhe and Roero. BIO Web of Conferences, 3, 3004. https://doi.org/10.1051/bioconf/20140303004