Drivers, barriers, and strategies of identification technology implementation for wine authentication

Wine is prone to food fraud vulnerability due to its intricate supply chain and high price. Identification technologies attached to wine products are considered to contribute to their authenticity. This view has obtained a wide consensus in the wine sector, but not all the products have implemented the identification technologies in business practice. There is a lack of empirical studies on drivers and barriers to identification technology implementation since the perceptions of the wine supply chain actors are unclear. Importantly, how to promote the drivers and mitigate the barriers is still unknown. In this study, the interviews were conducted with grape growers, winemakers, bottlers, and distributors from Italy and India to explore the drivers, barriers, and strategies influencing the implementation of identification technology in two diverse supply chains. The findings show that the drivers for implementing identification technologies are efficient traceability, consumer trust, regulatory compliance, brand enhancement, ease of use, counterfeiting risks, counterfeiting monitoring, and keeping competitive; the barriers include implementation costs, traditional mindset, antiquated production lines, lacking technicians, forged devices, no counterfeiting, low visibility, and unequal returns; the strategies are collaboration enhancement, cost optimization, regulatory support, multi-technology integration, simplified systems, raising awareness, and training programs. The results of this research can improve the identification technology utilities in the Italian and Indian wine sectors to enhance the supply chain integrity.