Winery communication styles: a content analysis of Etna wineries’ websites

In the agri-food sector, producers view regard online communication channels as an important means to promote for promoting their products and reaching a diverse audience (Caiazza and Bigliardi, 2020; Cristobal-Fransi et al., 2023). In recent decades, communication strategies have changed significantly with the advent of search engines and social media platforms (Mundet Pons et al., 2025; Sparacino et al., 2023; Szolnoki et al., 2014). Consumers can now actively participate in social media advertising and conduct online research on agricultural products, including their characteristics and related information (Schiro et al., 2020; Han et al., 2022). However, the rise of social media (Web 2.0) has not diminished the importance of websites (Web 1.0) (Fernández-Uclés et al., 2024). For manufacturers, websites remain a key tool for promoting transparency, providing information and communicating with customers (Ao et al., 2023; Mondal and Hasan, 2024). They are often the first point of contact between the company and the consumer (Fernández-Uclés et al., 2024). Therefore, it is important to enhance the competitiveness and attractiveness of websites through strategies that use visually appealing and user-friendly designs (Sparacino et al., 2023; Cristobal-Fransi et al., 2023), as well as and by offering a variety of high-quality information, such as narratives about family businesses (Bettinelli et al., 2022; Palalic et al., 2021), showcasing the full product range, maintaining a blog and sponsoring company events.

Website visibility is a key factor in a company’s performance and enables the effectiveness of its marketing strategy to be evaluated (Melo et al., 2017). In addition, website quality helps improve the company’s online reputation among customers (Fernández-Uclés et al., 2024) and stakeholders in general. It should also be noted that emerging technologies such as artificial intelligence, virtual reality and augmented reality are transforming wine marketing by increasing consumer engagement through interactive storytelling (Bhardwaj and Cheng-Xi, 2024). These innovative consumer engagement systems are also crucial for developing wine tourism strategies for both businesses and the regions in which they operate (Santos et al., 2022).

The wine marketing literature shows increasing interest in understanding the characteristics of web-based communication in the wine industry (Fagioli et al., 2022a; Martínez-Navarro and Sellers-Rubio, 2024). Wineries’ web communication provides insight into important and diverse aspects of business strategy (Vrontis et al., 2016). Some studies focus on the structure and design of websites (e.g. Iaia et al., 2019; Camprubi and Goncalves, 2025), online branding strategies (e.g. Paunovic et al., 2022), including from a cross-national perspective (Morrish et al., 2017), or on how brand and product storytelling influence customer purchase behaviour in wine e-commerce (e.g. Garczarek-Bak et al., 2024). Other studies analyse CSR communication through websites (e.g. Esposito et al., 2021; Iaia et al., 2019) or the role of the internet, especially websites, in promoting wine tourism (e.g. Vîlcea et al., 2024; Marques Milheiro and Estêvão, 2024; Marzo-Navarro and Pedraja-Iglesias, 2021; Sigala, 2019). However, research into the communication strategies used by wineries on their websites remains in its early stages (Iaia et al., 2017; Fagioli et al., 2022a; Camprubi and Goncalves, 2025), particularly when focusing on SMEs (Paunovic et al., 2022). Regarding company characteristics and their propensity to adopt digital strategies, studies indicate a positive correlation between a company’s stage in utilising digital and mobile media strategies (Kieling et al., 2023; Zhu et al., 2009). An increasing number of wine companies are using customised digital solutions for specific parts of the supply chain, but there remains significant untapped growth potential for digital marketing tools (ProWeine Business Survey, 2024; Alebaki et al., 2022). Although the Italian wine industry lags behind foreign competitors, it has begun to adopt an internet-centric approach to its communication strategies (Finotto and Mauracher, 2020).

The aim of this study is to investigate how territorially rooted wineries construct and communicate their identity, heritage and value propositions through website narratives. In particular, the research seeks to identify the dominant themes and communication patterns used to convey the relationship between wine, territory, tradition and production practices in digital environments.

The Etna DOC region is adopted as an illustrative case study due to its strong territorial identity and distinctive landscape, allowing the analysis to provide broader insights into website communication strategies in geographically distinctive wine regions.

xFew studies have examined a DOC wine region with the aim of understanding how wineries use their websites, classifying them according to significant differences in content and the way information is presented (Marzo-Navarro and Pedraja-Iglesias, 2021; Cerquetti and Romagnoli, 2023). We use wine as a product because it is one of the most consumed alcoholic beverages, characterised by a variety of quality signals (Mueller et al., 2010; Costanigro et al., 2019; Pomarici and Vecchio, 2019), and because of its importance in the Italian agrifood sector. The Etna DOC area was chosen for its unique characteristics, being located on the slopes of an active volcano, which creates a strong link between the wine and the surrounding landscape (Privitera et al., 2025; Bellia et al., 2022). As a result, these wines have a distinctive “wine style” that plays a crucial role in the wine industry (Zampi and Ranfagni, 2024) and significantly influences wineries’ communication strategies. For these reasons, this paper aims to examine the communication “style” chosen by wineries on their websites.

The research questions are:

The study has two main objectives:

1. to identify the most significant themes and concepts used online to promote and communicate their business; and

2. to investigate the recurring terms used on the wineries’ websites.

To this end, a content analysis was conducted using the Etna DOC area as a case study. This study contributes to the field by enabling a comprehensive examination of website textual content and the identification of communication strategies through analysis of the most common themes and concepts.

This study not only advances research on digital communication strategies in the wine sector but also provides a replicable methodological framework in terms of research design and analytical procedure for consumer engagement strategies in different wine regions.

The results of the study are relevant for winery owners, marketing professionals, wine communication researchers and local institutions interested in promoting the region, tourism and other signature products. This article is organised as follows: Section 2 describes the methodology and the steps of the study. Section 3 presents the empirical results, leading to a discussion of the communication strategy on wineries’ websites and the empirical conclusions (Section 4). Section 5 contains the final considerations.

The Etna DOC consortium was selected as a case study. Although the case study approach is limited to the reference context and excludes a generalisation of the results, the knowledge gained can facilitate the understanding of a specific phenomenon (Yin, 2009). The Etna DOC consortium includes all wineries producing wine in the Etna DOC area in eastern Sicily, Italy. The Denominazione di Origine Controllata (DOC) Etna is one of the oldest wine designations in Italy and was officially recognised in 1968 (Consorzio di Tutela dei vini Etna DOC, 2024). The Consortium area covers the north-eastern and southern volcanic slopes of Mount Etna, the largest volcano in Europe, with an area of 23,000 hectares (Figure 1). This area is known for its unique terroir, characterised by volcanic soils, high altitudes and different microclimates, all of which contribute to the distinctive profiles of its wines (Ingrassia et al., 2022; Privitera et al., 2025).

The predominant local grape varieties are Nerello Mascalese, Nerello Cappuccio, Carricante and Cataratto. The Etna DOC area is divided into numerous smaller geographical units known as “contrada” or “cru”. Each “contrada” has different soil characteristics, altitudes and microclimates, which together influence the characteristics of the wines produced there. There are currently 133 recognised “contrade”, each of which contributes to the rich diversity of wines of the Etna area (Link to La nostra terra, il nostro lavoro, la nostra passioneLink to the website of CONSORZIO TUTELA DEI VINI ETNA DOC.).

To identify the communication style of Etna DOC wineries, a content analysis of the wineries’ websites was conducted (Sparacino et al., 2023). Content analysis has been defined as a systematic and repeatable technique for condensing a large number of words into a smaller number of content categories based on explicit coding rules (Berenson, 1952; Weber, 1990). This method, used in marketing and communication studies, enables the systematic categorisation and interpretation of textual data (Stein, 2009; Sparacino et al., 2023; Banerjee and Banerjee, 2021). Existing literature supports the use of content analysis as a qualitative-quantitative method for interpreting text content and identifying corporate communication strategies on websites (Chiou et al., 2011; Iaia et al., 2019; Souza Gonzaga et al., 2019; Cristobal-Fransi et al., 2023). Mora and Livat (2013) state that through a semiotic approach it is possible to enhance how shared values enable actors in the same competitive framework to strategically position themselves to strengthen their identity and create value.

For this reason, the choice of content analysis as a methodological approach is justified by its ability to systematically examine textual data and uncover underlying communication patterns, which makes it particularly suitable for the study of digital communication. To ensure rigour and replicability, a coding system was developed through a combination of deductive and inductive methods. The combination of deductive and inductive coding increases the reliability and depth of the analysis and ensures that both established theoretical constructs, and emerging themes are captured. An initial codebook based on existing literature on wine marketing (Bhardwaj and Cheng-Xi, 2024) and digital communication was refined through iterative analysis, allowing new themes to emerge directly from the data. Data analysis was conducted using NVivo software and included word frequency, co-occurrence and correlation analysis to uncover patterns and relationships between key themes. The use of NVivo also guarantees a visual representation of the text analysis (Igreja et al., 2025), making the information derived from the analysis understandable, quick to read and impactful. This mixed qualitative-quantitative approach provides a comprehensive overview of the thematic structure of winery websites and reveals how narrative elements such as heritage, territory and production techniques are communicated.

The content analysis process comprises several steps. They are shown in Figure 2 and are described in detail below.

First, a literature review was conducted on wine communication strategies employed by wineries, the agricultural and food industry, and marketing strategies within the wine sector. Gathering information from existing literature was a crucial step in developing the coding system or “codebook”. As proposed by Kuckartz (2019), this methodology enables the formulation of an initial codebook based on theoretical foundations, which is then enriched by identifying additional codes and sub-codes through an inductive approach, independent of the scientific literature and derived from a comprehensive analysis and review of websites. The codebook contains a detailed list of categories or codes that identify key themes or concepts relevant to the research objectives. It serves as a fundamental tool, providing a systematic and well-organised framework for the analysis and interpretation of qualitative data. To ensure the quality and replicability of the codebook, coding criteria were established, including guidelines for use and procedures for addressing ambiguity. Each code (or node) was defined to delineate its boundaries and reduce the potential for arbitrary interpretation during data analysis. The next step was data coding, in which codes were assigned to relevant concepts identified in the text sections. At this stage, the data could be coded and categorised according to the previously developed codebook. Researchers could also make necessary adjustments to the codebook, including adding, deleting or modifying codes to refine their understanding of the data. This iterative process was essential to ensure the quality and reliability of the work, the codebook and the text analysis. The subsequent phase involved quantitative analysis using word frequency, co-occurrence and correlation analysis. These techniques, commonly used in content analysis, allow the thematic and communicative structure to be captured by analysing word frequency and the frequency of term usage between and within codes. All analyses were conducted using NVivo software.

The Etna Consortium database was used to create a sample of Etna wineries. The database contained 167 wineries in total at the time of data collection (October-December 2023). All websites listed in the consortium’s database were evaluated according to the following exclusion criteria:

• wineries without a website or did have not complete information about their activity or not functioning (36 wineries);

• wineries without an English-language website (53 wineries); and

• wineries whose core business is not located in the Etna DOC area (19 wineries).

The reasons for criteria (i) and (iii) are clear, while criterion (ii) was adopted not only to reflect the globalised nature of wine marketing but also to ensure semantic accuracy and comparability of textual data. Including only websites with an English version highlights wineries that actively pursue international communication strategies, which is a key focus of this research. The importance of an international strategy is further supported by Sicily’s growing appeal in international tourism. In 2024, Sicily ranked seventh among the most popular tourist destinations in Italy and has seen a steady increase in foreign visitors in recent years (Banca d’Italia, 2025). Regarding the relationship between tourism and food and wine, a recent SWG survey confirmed that Sicily ranks first among tourist destinations specifically chosen for gastronomy (SWG, 2025). In addition, Sicily has been designated European Region of Gastronomy for 2025 by the International Institute of Gastronomy, Culture, Arts and Tourism (IGCAT, 2025), confirming its leading position in this sector. Furthermore, although browser-based tools can automatically translate Italian webpages, such translations often produce inconsistent terminology and lose context-specific nuances, which could bias a content analysis based on word frequency and co-occurrence.

The application of these exclusion criteria resulted in a final sample of 59 winery websites. All data refer to the status of winery websites in 2023, acknowledging the dynamic nature of digital content and language availability.

Each website was transcribed into a Word document, and the text was then stripped of advertising, emails or information that might influence the results. All documents were then converted to PDF and imported into NVivo.

A coding system was developed to analyse the communication style on the website. The present study was conducted in line with previous research that used a deductive-inductive methodology to create the codebook (Sparacino et al., 2023). The codebook is organised in a nested structure and includes two levels of codes: main codes, which represent the different dimensions of wineries’ communication, and sub-codes, which represent the elements and concepts that emerge from the websites and characterise each dimension. Six main codes were deductively derived, while the sub-codes were identified both deductively and inductively (Sparacino et al., 2023).

Table 1 presents the codebook used for the analysis. The codes and sub-codes in Table 1 are supported by existing literature that either conceptualises the dimension (e.g. territorial identity, family tradition), provides empirical evidence of its relevance in winery communication, or was used to guide interpretation of the results. The references listed next to each code therefore serve three complementary purposes:

1. to justify the inclusion of the category in the codebook;

2. to provide theoretical grounding for the code’s definition; and

3. to ensure consistency between the coding framework and previous studies in wine marketing and digital communication.

In particular:

• The “Origin” code was developed to capture how wineries express family heritage, tradition, and historical continuity as elements of authenticity and trust. Iaia et al. (2019) and Vrontis et al. (2016) provided the theoretical foundation, describing how family-run wineries build identity narratives around generational values and attachment to place. Bettinelli et al. (2022) and Faraoni et al. (2020) contributed empirical insights on intergenerational identity transmission and online branding in family businesses, guiding the creation of subcodes such as family tradition and ancestral heritage. Collectively, these studies framed “Origin” as a communicative strategy that transforms lineage and tradition into symbolic capital. They also informed the interpretation that Etna wineries use origin-based narratives to reinforce emotional engagement and differentiate themselves through authenticity rather than innovation.

• The “Territory” code was grounded in literature emphasising the cultural, symbolic, and marketing value of place in wine communication. Demossier (2011) provided the anthropological basis for interpreting terroir as a social construct that shapes authenticity, while Privitera et al. (2025) and Bellia et al. (2022) contributed contextual evidence on how the Etna landscape and the “contrade” system serve as distinctive identity markers. Capitello et al. (2024) highlighted the consumer perception of terroir as a determinant of quality and reputation, reinforcing the strategic role of place-based storytelling. Fagioli et al. (2022b) further connected native grape varieties and geographical indications to the communication of local identity. Together, these works supported the inclusion of subcodes such as landscape, “contrada” and DOC area, and guided the interpretation of results showing that Etna wineries use territorial references not merely as geographical descriptors but as symbolic tools to express authenticity and uniqueness.

• The “Quality” code was developed from literature linking wine communication, certification and sensory experience. Fiore et al. (2020) and Fagioli et al. (2022b) provided the institutional foundation, showing how certifications (DOC, organic, GI) function as credibility markers and guided the inclusion of subcodes on certified quality. Souza Gonzaga et al. (2019) contributed the methodological basis for identifying sensory and organoleptic descriptors, while Roberts (2024) highlighted how storytelling and emotional language increasingly replace technical indicators in conveying perceived excellence. Dominici et al. (2025) expanded the notion of quality to include sustainability and ethical production as components of brand equity, and Stanziani (2004) offered a historical lens on the evolution of denomination systems as early quality controls. Collectively, these sources framed quality as a multidimensional construct – combining regulatory, sensory and symbolic dimensions – and informed the interpretation that Etna wineries communicate quality primarily through authentic and experiential narratives rather than formal certification claims.

• The “Production Technique” code was grounded in literature highlighting how viticultural practices embody both tradition and sustainability in winery communication. Borsellino et al. (2016) and De Steur et al. (2020) provided the conceptual basis for including production-related content as a marker of environmental responsibility and artisanal value, while Fagioli et al. (2022b) connected the use of indigenous grapes and local methods to authenticity and terroir preservation. Privitera et al. (2025) offered contextual insights on the symbolic relevance of traditional systems such as Alberello training and manual harvesting in the Etna landscape. Together, these sources supported the creation of subcodes such as organic method, manual work and native grape varieties, and informed the interpretation that Etna wineries communicate production as a form of craftsmanship – where sustainability, tradition and locality converge to reinforce brand authenticity.

• The “Communication of Innovation” code was informed by literature exploring how wineries integrate technological advancement and sustainability into their brand narratives. De Steur et al. (2020) and Borsellino et al. (2016) provided the theoretical grounding for interpreting innovation as both a production and communication value, emphasising eco-efficiency and modernisation in viticulture. Mozas-Moral et al. (2024) contributed insights into how innovation and digital reputation intersect in winery communication, while Roberts (2024) highlighted the growing importance of research and technology in differentiating wine brands globally. These references supported the inclusion of subcodes such as precision agriculture, eco-friendly building and renewable energy, and guided the interpretation that, in the Etna context, innovation is underrepresented compared to tradition.

• “Marketing” code was developed from literature emphasising the experiential, aesthetic and relational dimensions of wine communication. Canovi and Pucciarelli (2019) provided the conceptual basis for interpreting storytelling, label design and digital media as tools for consumer engagement, while O’Neill et al. (2002) and Meneses et al. (2025) contributed empirical evidence on the importance of multisensory experiences and wine tourism in shaping customer perceptions. Privitera et al. (2025) further contextualised these dynamics within the Etna area, showing how local events and territorial narratives strengthen brand–customer interaction. These studies guided the creation of subcodes such as label inspired by art or territory, wine tasting and multisensory event, and supported the interpretation that Etna wineries still rely primarily on product- and territory-focused communication.

For the inductive approach, the coding process was based on a thorough reading and analysis of the text from each winery website in our sample (Sparacino et al., 2023). Once the coding book was established, content analysis was conducted manually to maintain a critical perspective and ensure continuous reflection throughout the process (Anastasiei and Georgescu, 2020). To enhance objectivity and reproducibility, a second researcher conducted the data analysis simultaneously to ensure consistency of the results (Sparacino et al., 2023). After these steps, three analysis techniques were used to examine the data: word frequency analysis, analysis of the co-occurrence of the main code and its subcodes, and correlation analysis between all identified concepts. These tools provided a quantitative understanding of the concepts that emerged from the websites to identify the wineries’ key communication strategies.

The results are presented in relation to the three research questions. Specifically, word frequency and co-occurrence analyses primarily address RQ1, while the interpretation of communication patterns and thematic correlations contributes to RQ2 and RQ3.

A word frequency analysis was carried out on the websites of 59 wineries to determine the most frequently used words. These findings directly address RQ1, highlighting the dominant narratives used by territorially rooted wineries to convey identity and heritage.

Table 2 lists the 15 most frequently used words. The analysis revealed that the wineries emphasise a deep connection with the territory, family and tradition. The table show that “Etna” is by far the most frequently used word, with a frequency of 2,229. This word represents the area in which the wineries operate. To highlight the uniqueness of ETNA in terms of territory, other frequently used words include “Land”, “Territory”, “Volcano”, “Soil”, “Lava” and “Terroir”. The use of terms such as “Vineyard”, “Ancient”, “Respect” and “Family” underscores the importance of tradition and local practices passed down from generation to generation. The inclusion of the words “Natural”, “Grapes” and “DOC” in this list highlights the importance of production methods. The word “Unique” deserves special mention, appearing almost 380 times. It can be associated with the characteristics of the territory, as well as with tradition and production techniques, highlighting a strong specificity of the Etna DOC system. In summary, these results show how wineries communicate using words that emphasise the link between their wines and the specific characteristics of the land and traditions.

This analysis addresses RQ1 by identifying how territorially rooted wineries combine key themes and narratives to convey identity, heritage and connection with place. At the same time, the co-occurrence patterns contribute to RQ3 by revealing the relative strengths and weaknesses of current website communication practices, highlighting which dimensions are emphasised and which remain marginal. Table 3 shows the most common codes and subcodes that occur together. This shows how frequently different themes or nodes (first column) and concepts or sub-nodes (second and third columns) occur on the wineries’ websites.

As expected, the most relevant concepts are those related to the communication of “Territory” and “Origin” with a frequency of 361 and 344, respectively, followed by “Production Technique” (195), “Quality” (165), “Communication of Innovation” (77) and “Marketing” (67).

“Territory” and “Origin” are communicated by emphasising the “Link with the Territory” (144) highlighting its roots as “Ancient Tradition” (136), and the uniqueness of the terroir (129), often defining it as unique and “Heroic” due to particular weather/labour conditions. In addition, sites have utilised the concept of “Ancient Grape” (93) by recalling the centuries-old and indigenous characteristics of the vineyards. Another recurring element among the territorial sub-nodes is the “Cru-Contrada” concept, with a frequency of 50, which emphasises the numerous peculiarities and the diversity and uniqueness of the Etna area. The “Cru-Contrada” concepts are followed by the terms “Area DOC” (37) and “Terracing and Dry-stone walls” (35) as characteristic elements of the area.

As far as “Production Techniques” are concerned, traditional techniques such as the “Alberello System” (39), “Hand-picked and Manual work” (35) and “Organic Method” (32) are emphasised.

The third sub-node that appears most frequently is “Unique Sensorial and Organoleptic Characteristics” (135), which is associated with “Quality”. This underlines that when the company communicates the quality of the wine on the website, it emphasises the sensory and organoleptic characteristics rather than the presence of a geographical indication such as DOC (19) and “Organic and Other certifications” (11).

The relation with the “Communication of Innovation” node shows the most recurring concept of “Research and Modern Viticulture” which is mentioned with a frequency of 35. This is followed by “Eco-friendly building” and “Standard and Certification” with 14 and 13 mentions, respectively. The least recurring terms are “Renewable energy sources” and “Precision Agriculture”, which are mentioned five and two times, respectively, indicating that these elements are not prioritised in the communication strategy of brands and wineries.

Finally, “Marketing” node is connected with sub-node mentioned equal or less than 30 times, “Multisensory event” (30), “Wine testing” (22) and “Label inspired by art, poetry or territory” (15), highlighting, once again, the reluctance to disseminate information that is not strictly territorial-based.

A correlation matrix was created between the subcodes to understand how the different concepts relate to each other when wineries communicate their business. The correlation analysis contributes to RQ2 by illustrating how specific communication patterns may inform digital marketing strategies in other wine regions with strong territorial identities. In addition, it addresses RQ3 by clarifying the degree of integration between different communication dimensions, thus revealing structural gaps and imbalances in current winery website strategies.

Following Sparacino et al. (2023) and based on our previous analysis, the two subcodes with the highest frequency for each code were selected for the correlation analysis: “Eco-friendly building” and “Research and modern viticultural techniques”; “Multisensory event” and “Wine Tasting”; “Ancient Tradition” and “Link with the Territory”; “Alberello System” and “Hand-picked and Manual work”; “GI Certification” and “Unique Sensorial and Organoleptic Characteristics”; “Ancient Grape” and “Unique Terroir”. Table 4 shows the correlation between 6 subcodes chosen from among those who obtained the most correlations between them. The correlation coefficient, also known as Pearson’s coefficient, measures the strength and direction of the linear relationship between two subcodes, with values ranging from −1 to 1.

The correlation between the “Ancient Tradition” sub-code and the “Alberello System”, “Link with the Territory” and “Ancient Grape” indicates that certain production techniques and native grape varieties are traditional factors specific to that territory. This does not mean that innovative production techniques are not adopted. In fact, there is a positive and strong Pearson correlation (not shown in the table) between “Research and modern viticultural techniques” and “Ancient Tradition” (0.592). This emphasises the extent to which innovation and research aim to maintain a link to cultural heritage. These elements show how modern viticultural practices and research can work synergistically with traditional viticultural techniques, leading to a more dynamic, resilient and culturally aware wine sector. It is also noteworthy that there is a relationship between the uniqueness of the terroir, and the “Ancient Grape” sub-codes. This confirms that the distinctiveness of the terroir and the grape variety determines the uniqueness of the wine produced. As expected, the results show a correlation between the wine elements of origin, area and production technique.

This study examines wineries’ communication strategy in the Etna DOC area by analysing websites’ content. In relation to RQ1, the findings reveal that territorial storytelling represents the dominant narrative strategy in the communication of Etna DOC wineries. In particular, the volcanic landscape and natural environment are central elements in shaping winery identity and brand narratives. The study by Privitera et al., (2025) on the narratives presented by Etna DOC wineries’ websites confirms these findings, showing that the most frequent terms are linked to the territory. These results were expected, as they align with previous research showing that communication strategies about wines and wineries are increasingly linked to the region to which they belong and the terroir (Santos et al., 2019; Capitello et al., 2024).

A comparison of our results with those of other studies (Mundet Pons et al., 2025; Faraoni et al., 2020; Camprubi and Goncalves, 2025) shows that the area dimension is given greater weight than other dimensions, and communication about the territory is undoubtedly an important aspect of wineries’ marketing strategies. This is also consistent with studies indicating that it is more important to emphasise terroir and land attributes than wine-specific attributes, as the overall perception of product quality is influenced by the country or area of origin (Capitello et al., 2024). In contrast, Cerquetti and Romagnoli (2023) highlight that the relationship between the environment and cultural heritage is not significantly communicated on the website. This may be due to limited awareness of the role of websites as marketing tools, particularly among small wineries and in areas that are not strongly characterised or widely recognised for the reputation of their wines. References to family heritage and generational continuity frequently appear in narrative sections of winery websites, reinforcing authenticity and traditional values associated with the Etna wine landscape.

Sustainability appears in the narratives but plays a relatively marginal role compared to heritage and territorial identity. When mentioned, it is often framed through references to environmentally responsible practices or renewable energy use. Similarly, innovation is rarely presented as a standalone theme and tends to be integrated within broader narratives that combine tradition with modern technologies.

Also, Zampi and Ranfagni (2024) argue that wine style communication plays a fundamental role in creating value: it not only conveys the product’s unique characteristics but also elevates wine to a symbol of tradition, authenticity and quality through a consistent and engaging narrative. Regarding product quality, it is important to note that some studies have emphasised the geographical designation of the territory (Devigili et al., 2018; Bellia et al., 2022). These findings are not in line with our results, which suggest that the DOC designation characterising the Etna area is not central, while cultural, historical and cultural-historical aspects appear to be more emphasised. As our results show, communicating the connection with the territory is a way to describe environmental responsibility towards the territory (Iaia et al., 2019). The code “connection with the territory” includes concepts such as respect for the territory and its conservation. However, the combination of land and tradition that emerges from our study needs clarification. As Larranaga et al. (2025) points out, there is a risk that consumers may infer that products presented as traditional are environmentally friendly, despite limited evidence that traditional production methods result in lower environmental impact.

Wineries can use their websites not only to promote their products but also to communicate and enhance the region’s food and wine tourism offering. However, this potential remains largely untapped, as only a few websites provide tourist information about the region in which they are located (Marzo-Navarro and Pedraja-Iglesias, 2021; Alebaki et al., 2022). In our analysis, references to tourism are also limited. This result was unexpected given the promotion of wine tourism in the Etna region (Privitera et al., 2025). The description and narrative of the territory appear crucial for the promotion of tourism, as the terroir or cultural landscape help attract tourists seeking a comprehensive experience that includes engagement with a unique territory (Privitera et al., 2025). The present study shows that the description and communication of tasting events on Etna wineries’ websites are still underdeveloped. However, examining the relationship between multisensory events and their association with the territory, a correlation emerges that confirms the importance of the territorial dimension in the description of multisensory events (O’Neill et al., 2002).

Telling the story of the territory and its history as a source of unique experiences drives the wine industry, because, in addition to wine tasting, tourists are attracted by the emphasis on the uniqueness and atmosphere of the environment (Meneses et al., 2025).

Therefore, our results differ from those of previous studies on communication strategies for wine, which focus on production, quality and sustainability (see, e.g. Iaia et al., 2019; Faraoni et al., 2020). Their findings and recent literature also suggest that other elements, such as the characteristics of the wine, the production process, environmental sustainability, innovation and oenological features, are important considerations in these strategies (Roberts (2024); Martínez-Navarro and Sellers-Rubio, 2024).

Our results are certainly influenced by the fact that we did not consider social media. Social media communication on DOC wines focuses on wine production and winemaking, but the potential of other related content, such as gastronomy, enjoyment and tourism, is again not fully exploited (Mundet Pons et al., 2025). These elements are essential for maintaining the viability of wine brands, as they convey the narrative of innovation and sustainability and thus represent a competitive advantage (Martínez-Navarro and Sellers-Rubio, 2024). Nevertheless, these elements do not appear to be included in the communication strategies of most Etna DOC wineries.

Another important point is that the structure and content of the websites of the Etna DOC wineries studied are very heterogeneous. Some wineries have highly developed websites that provide information not only about the territorial dimension, but also about the production process, the wineries themselves, modern technologies, innovation and sustainability.

However, these websites represent only a minority. Most wineries do not seem to use their websites primarily as a platform for presenting their reputation and quality wines. This contradicts the findings of Mozas-Moral et al. (2024): a company’s ability to build a positive reputation, especially in the digital environment, is a crucial factor in an increasingly competitive business world.

While these findings clarify how wineries communicate identity and heritage within the Etna DOC context, they also raise broader questions regarding the applicability of such communication patterns to other wine regions. Addressing RQ2, the results suggest that place-based narratives centred on territorial identity, heritage and landscape remain a powerful tool for conveying authenticity and differentiation in online environments, particularly in international markets. Emphasising elements such as landscape, local grape varieties, traditional practices and historical continuity allows wineries to anchor their brands within recognisable territorial frameworks and strengthen emotional connections with consumers.

At the same time, the Etna case highlights the limitations of an overly territory-centred communication strategy. The relative marginalisation of innovation, sustainability and experiential content suggests that territorial storytelling alone may not fully exploit the potential of digital channels. For wineries in other regions, this implies the need for a more balanced approach that integrates place-based identity with narratives about modern viticulture, environmental responsibility and consumer-oriented experiences.

Addressing RQ3, the analysis reveals both strengths and weaknesses in current winery website communication practices. A key strength lies in the effective use of territorial storytelling to convey authenticity and a strong sense of place. However, innovation, sustainability initiatives and experiential dimensions such as wine tourism are often treated as secondary, limiting the strategic effectiveness of digital communication. Bridging this gap by integrating heritage-based narratives with forward-looking content could enhance brand competitiveness, consumer engagement and international positioning.

Taken together, the findings highlight how territorially rooted wineries use digital communication to construct identity and differentiate their brands, while also revealing opportunities to strengthen digital strategies through a more integrated and forward-looking approach.

This study uses content analysis to examine the communication strategies of wineries in the Etna DOC area through the analysis of winery websites. The findings show that online communication strongly emphasises place-based identity, highlighting the cultural, historical and environmental characteristics of the Etna territory. Narratives related to the volcanic landscape, local heritage and longstanding winemaking traditions play a central role in shaping winery brand identity. However, elements such as innovation, sustainability and winemaking processes receive comparatively less attention.

This suggests that the potential of winery websites as strategic tools for communicating technological development, sustainability initiatives and production practices remains only partially exploited. However, the aim of this study is to assess the communication strategies of websites related to the wine industry, using the Etna DOC area as a case study, without making an evaluation of the most effective or optimal strategies.

The results of this study have relevant implications for winery owners, marketers and policymakers in the wine industry. The strong emphasis on territorial identity and historical heritage in Etna DOC wineries’ website communication confirms the effectiveness of place-based narratives in reinforcing authenticity and origin. At the same time, the findings suggest the need for a more balanced digital communication approach that integrates territorial storytelling with clearer messages related to innovation, sustainability and winemaking practices. Strengthening these dimensions could enhance wineries’ online positioning and appeal to both local and international audiences. From a broader perspective, the results also highlight the potential value of coordinated regional branding strategies, in which individual winery narratives are aligned with collective promotional efforts. Finally, the study contributes to the academic literature by providing empirical evidence on how digital communication in territorially distinctive wine regions reflects wider dynamics of territorial marketing.

Future research could extend the analysis to additional digital communication channels, such as social media and e-commerce platforms, to provide a more comprehensive view of wineries’ online communication strategies. Further studies could also investigate the relationship between digital communication patterns and business performance indicators, including brand reputation, consumer engagement and sales outcomes. Comparative analyses across wine regions with different levels of territorial distinctiveness could additionally improve the generalisability of insights into digital wine marketing.

Generally, the study contributes to a deeper understanding of how wineries in territorially distinctive regions use digital storytelling to construct brand identity. While heritage-based narratives remain a powerful communication tool, integrating innovation, sustainability and experiential content could further strengthen wineries’ digital competitiveness and international positioning.

This study has several implications for scholars, practitioners, policymakers and educators. The analytical framework developed here offers a transferable tool for examining how local identity is digitally constructed and communicated in other geographically distinctive wine regions.

From a managerial and practical perspective, the findings indicate that small and medium-sized wineries can enhance competitiveness, brand differentiation and consumer trust by aligning territorial and heritage-based narratives with innovation and sustainability. In practice, this may involve updating website content to include stories about innovation, modern winemaking techniques and environmental responsibility alongside heritage storytelling, thus avoiding an overly one-dimensional image. This integrated approach offers actionable guidance for winery owners and managers, helping them design more effective digital strategies that strengthen brand identity, foster customer engagement and facilitate international market access.

For marketing professionals, the study highlights the importance of creating integrated digital communication strategies that combine emotional storytelling with data-driven engagement to connect with global audiences. In addition, the findings provide practical insights for regional consortia and wine associations aiming to coordinate communication initiatives that blend authenticity with modernity, thereby strengthening the collective image of the territory and supporting regional competitiveness.

From a societal and policy perspective, the study highlights the role of digital storytelling in promoting local identity, cultural heritage and regional pride – key drivers of sustainable tourism and community well-being. The findings also offer valuable insights for policymakers and regional institutions, who can use them to design communication policies that link regional branding, sustainable tourism and cultural heritage promotion, while supporting small and medium-sized wineries in enhancing their digital presence. Strengthening these digital narratives can further improve wine tourism experiences, attract external investment and stimulate regional economic growth, contributing to the long-term sustainability of the local wine ecosystem.

From an educational perspective, the research provides valuable input for teaching and professional training in wine marketing, communication and tourism management. The findings can serve as case-based learning material to illustrate best practices and common challenges in digital communication strategy. These applications broaden the study’s impact, connecting academic research, public policy, professional practice and education to support the development of a more competitive, sustainable and culturally grounded wine industry.

This study has several limitations that must be acknowledged. First, it uses a case study approach, focusing exclusively on wineries in the Etna DOC, an area with a strong territorial identity. As a result, the findings are context-specific and cannot be directly generalised to other wine regions. However, the analytical framework and coding methodology are replicable, allowing future researchers to apply the same approach in different geographical and cultural contexts to assess the consistency and transferability of the results. In particular, replicability refers to the structured content analysis procedure, including the development of the codebook, coding rules and analytical techniques, rather than to the empirical findings themselves.

A second limitation concerns the scope of the data analysed. The study focuses exclusively on the official websites of wineries and does not include other digital communication channels, such as social media or e-commerce platforms. Consequently, the analysis does not capture the full range of digital marketing and consumer engagement activities that increasingly shape brand positioning in the wine sector. Furthermore, the research does not examine the relationship between communication strategies and business performance indicators, such as sales, customer engagement or brand reputation, as this was not the primary objective of the study. Future research could integrate quantitative or mixed-methods approaches and include performance indicators or web analytics to assess how digital communication strategies influence wineries’ competitiveness and brand equity.

Finally, as in all qualitative content analyses, data interpretation involves a degree of subjectivity because coding partly relies on researchers’ judgement. To mitigate this limitation, two independent researchers conducted the coding and validated the results, resolving discrepancies through discussion to ensure consistency and reliability. In line with current methodological developments, future research could combine qualitative content analysis with digital analysis tools (e.g. web scraping, sentiment analysis or network analysis) and complementary qualitative methods such as interviews or focus groups. These approaches would provide a more comprehensive understanding of wineries’ digital communication strategies and their evolution across different online environments.