Online wine ecosystem: the digital narrative of Sangiovese
Purpose: The purpose of this paper is to investigate how grape varieties are narrated online by non-winery-owned sources in four countries: Australia, Canada the UK and the USA. This study focuses on Sangiovese, the most important varietal of Italy. Design/methodology/approach: Texts collected on the Internet underwent a software-assisted semantic clustering procedure based on text-mining techniques. Identified clusters were then qualitatively analyzed by content.