The Impact of Digitalization in the Latin American Wine Industry During the Covid-19 Pandemic

The Latin American wine industry, like so many others, has been affected by the Covid-19 pandemic, and has had to resort to digital strategies that in many cases represent a new experience for the industry and the consumer; at the same time, it has forced them to approach more current and modern technologies compared to the traditional methods that are typical of this industry. This study analyzes the impact of digital transformation on customer value creation in the context of small and medium sized firms (SMEs) in the Latin American wine industry during the Covid-19 pandemic. The research question is as follows: How has the digital transformation in Latin American impacted the wine industry during the Covid-19 Pandemic?This study is focused on a qualitative approach and is based on the literature review of current studies in general and in the Latin American Wine Industry in particular, both for comparative reasons, and to better contextualize it in its theoretical spectrum, all of which show the relevance of digital transformation and the importance of innovating their business model to create new distribution channels and new ways to deliver value to their customers. Regarding the theoretical implications, this article contributes to the analysis of new theories that have emerged in digital transformation due to the technological advances driven by the pandemic. It also contributes to management sciences, reviewing the proliferation of new sales channels with a digital focus.