Иновативен бизнес модел във винарската индустрия: Oт традиция към екосистема
Innovative Business Model in the Wine Industry: From Tradition to Ecosystem

Summary/Abstract: The wine industry is highly competitive and dynamic, with France, Italy, Spain, and the United States traditionally leading global production. However, extreme climatic conditions and declining global consumption have led to a decrease in production in 2023, which may contribute to market equilibrium. In response to these challenges, wine enterprises are adapting their business models through digitalization, a shift towards premium wines, sustainable practices, and marketing innovations. This study analyses business transformation in the wine industry, focusing on Maison Guigal—a family-owned business that blends tradition with innovation. A field study conducted in France, including interviews and observations, explores the development of wine tourism, branding, and strategies for creating an authentic consumer experience. The article provides a theoretical overview of business models and examines Guigal’s evolution, emphasizing the role of innovation and the ecosystemic approach in strengthening its competitive advantage on a global scale.business model, ecosystem, family traditions, innovation, winemaking, wine tourism

• Details
• Contents