A sustainable value generator in the Italian wine industry: Casa E. di Mirafiore e Fontanafredda winery

Purpose The purpose of this paper is to investigate the economic impact of a shift toward a more sustainable model in the wine industry. In particular it aims to identify the business activities which are more involved in this process under an economic perspective, as well as the strategies applied to guarantee profits. Design/methodology/approach This research is based on a single case study: Casa E. di Mirafiore e Fontanafredda. It is one of the main wine producers in Italy as well as one of the main drivers for the diffusion of a sustainable culture in the region. Findings The company value chain in the short time is negatively influenced by these changes, but at the same time they are strategic investments able to provide new opportunities for sales and cost reductions. Research limitations/implications The work uses a sole case study approach. As theoretical implications the study highlights how the “green shift” may be supported under an economic perspective. And it also shows the need to extend the evaluation over the sole company. Practical implications This research reduces an information gap concerning the economic effect produced by a sustainable conversion. It may inspire other companies to perform this evolution. Originality/value The research explores how Fontanafredda performed a conversion of its business model toward sustainability. This analysis is performed on the value chain but also over it.