After Covid-19, the new challenges of globalization: a case study from the wine sector

Covid-19 has changed the business landscape suddenly for almost all firms in the world. It is possible to argue that some businesses might suffer from the outbreak effects more than others, as these might face major challenges in order to survive and develop in the near future. The study posits that one of those industries that are suffering more than others after the outbreak is the wine sector. So far, almost one year is gone since the Covid-19 outbreak begins, and several events succeeded that had a profound impact on the wine industry. Considering some data, it is possible to underline that the global wine trade has fallen dramatically and that from March to May 2020, international export flows reduced by 1.8 billion euros, which is equivalent to a -17% in value compared to 2019. This decrease has broken for the first time the positive general trend of the last decade (Sanchez Recante, 2020). The exploration of the effects of the pandemic crisis might also shed light on the structural problems that characterized the Italian wine sector since this time. A survey conducted by 'Wine Monitor Nomisma' pinpoints that small wineries (e.g., under 1 million euro of turnover) have suffered more compared to other players in the wine sector during the economic crisis related to the outbreak. These firms are showing worse performance in terms of sales contraction in several sales channels. Furthermore, exports have been deemed to be paramount for the small firms in this sector. Therefore, the paper aims to analyze how small wineries cope with the present crisis, and how these might redesign their export strategies, considering the new challenges posed by the after-covid context and strong future uncertainty. To this end, the study adopts a case study methodology, encompassing the case of a small winery based in Marche region (Italy). Data have been collected through in-depth interview with key informants