Small Wine Makers in the Digital Economy Project

The research investigated the current use and intentions to adopt digital technology-based systems in their small and family businesses in the Australian grape and wine sector. The data from qualitative in-depth interviews and a comprehensive online survey found that many forms of mainstream digital technology applications were used commonly in marketing and sales, while less prevalent in grape and wine production. Although stakeholders were generally aware that many options are ‘out there’ and are cognitive of the importance to use up to date systems, fear of poor return on investment and a perceived lack of the knowledge necessary to judge options represents considerable barriers. The study was undertaken post the bushfire season of 2020 and the COVID19 stressed environment; however, modelling of the data revealed no significant external factors were significant to adoption or use or intentions for the future. Hence, internal personal and firm-based factors are drivers to change.

Recommendations to enhance investment and adoption include access of principals of small and family businesses in the sector to upskilling in the area of digital technology understanding via short courses, online or regional face to face education workshops programs and assistance to undertake formal education (perhaps graduate certificates or diplomas). Those selling digital technology-based products and systems to these small and medium businesses need to clearly elucidate and link the key benefits of adoption to financial gains through savings, growth in sales, reach into new markets or other types of business based efficiencies. Leveraging any features tied to ease of use and compatibility with existing methods or systems will also be potentially powerful in reducing perceptions of risk in investing and adoption. These smaller players are looking for ‘evolution’ as opposed to ‘revolution’ unless the reasons to do so are low risk and benefits clearly understood. Finding heroes that can be seen as thought leaders may also be effective. A follow on study undertaken post the extraordinary 2020 COVID19 restrictions is recommended.