Brand Traceability with the Blockchain Technology in the Italian Wine Industry

Matteo Amaducci & Giacomo Boido

Student thesis: Master thesis


Purpose The purpose of this research is to explore how the blockchain technology could be applied to the wine supply chain, and in particular to the Italian scenario. Methodology A combined structured literature review method and a theory-driven approach are used. The literature was combined with experts’ semi-structured interviews and a consumer behavior analysis. Findings The implementation of blockchain in the wine supply chain, and in particular in the Italian wine supply chain, is found to be able to improve transparency and traceability, with a consequent boost in the overall efficiency of wine companies and their production. Moreover, the researchers found out that a blockchain implementation would be well perceived by the majority of consumers, which are becoming more sensitive to themes as traceability and transparency in the wine-food chain. Research limitations Although the interviewees provided numerous insights over the Italian wine industry, and they include companies of different dimensions covering the main grapes variety, they represent a limited sample. The researchers believe future scientific researches needs to focus on analyzing the effect on the income of wine producers that have employed a blockchain system in their supply chain and investigating the short-medium term effect of the blockchain system’s ability to address the problem of wine counterfeiting. Value The paper presents an important early academic contribution to a field where researches and study are still in an early phase.

EducationsMSc in International Business, (Graduate Programme) Final Thesis
Publication date2019
Number of pages137