Terra & Tech Stories #2: Wine Suite and the digital management of enotourism

In recent years, Terra & Tech – the national open innovation program for the viticulture sector launched in Italy by Filiera Futura in collaboration with the Incubator of Politecnico di Torino (I3P) – has connected many innovative start-ups with Italian wine producers to promote technology transfer and support the adoption of new advanced solutions for vineyards, wineries, and wine marketing.

One such example is Wine Suite, the software platform developed by the Milan-based innovative company Divinea to help wineries manage and grow wine tourism, direct sales, and long-term customer relationships through an integrated digital ecosystem. A candidate in Terra & Tech’s call for start-ups and selected as one of the 20 most promising solutions, Wine Suite was chosen by Tenuta San Marcello, in the province of Ancona, to test its contribution to the winery’s daily operations in real-world conditions.

The meeting between the parties was made possible by the support of Fondazione Carifac and Fondazione Cassa di Risparmio di Jesi, two of the six Foundations of Banking Origin associated with Filiera Futura that have supported the Terra & Tech program since its inception, actively involving their networks of producers.

Testing the process

Tenuta San Marcello has decided to partner with Divinea to launch a digital innovation project centered on the implementation of Wine Suite PRO, an advanced solution designed for wineries seeking to professionally manage enotourism, boost direct sales, and strengthen their relationship with end customers.

This initiative arose from the need to respond to a rapidly evolving wine market, where profit margins from traditional sales are under increasing pressure, making it strategic to build direct channels that are more profitable and sustainable over time. In this context, the local producer chose to invest in an advanced hospitality and direct-to-consumer model, transforming wine tourism from a mere side activity into a concrete business driver. Thanks to Wine Suite, Tenuta San Marcello has been able to introduce a digital ecosystem capable of supporting all key strategic areas of direct customer engagement.

One of the key elements of the project was the implementation of a truly integrated system, capable of connecting all stages of the customer journey on a single platform: from online discovery to booking, from the winery visit to the purchase, and on to repeat purchases through customer relationship management (CRM) and marketing automation.

The results of the collaboration

This approach has enabled Tenuta San Marcello to overcome the fragmentation caused by using multiple different tools, simplifying internal processes, improving organizational efficiency, and offering a more seamless and consistent customer experience at every touchpoint. At the same time, the platform has allowed the winery to expand the reach of its offerings to new audiences, both in Italy and internationally, creating greater opportunities for bookings and the growth of direct sales.

The joint pilot of the Wine Suite solution at Tenuta San Marcello served as a concrete example of how digital innovation, hospitality, and direct sales can be integrated to boost the competitiveness of Italian wineries, reduce operational inefficiencies, and make business decisions based on real data, while simultaneously improving both the quantity and quality of repeat visits.

“Thanks to Terra & Tech, we’ve had the opportunity to bring innovation to Tenuta San Marcello, supporting its growth in wine tourism, direct sales, and customer relations,” said Filippo Galanti, Co-Founder of Wine Suite. “Through Wine Suite, we are helping to build a more modern, efficient, and data-driven model, where every visit to the winery can translate into customer loyalty and lasting value for the company. This pilot project confirms the significant growth opportunities available to the wine industry today when innovation, local heritage, and entrepreneurial vision work together: the next steps will be to continue improving the visitor experience and further streamlining direct sales processes.”

“Fondazione Carifac has believed in the Terra & Tech project from the very beginning, recognizing its strong innovative value,” commented Rosa Rita Silva, President of Fondazione Carifac. “The initiative promotes viticulture – a historic hallmark of our region – by applying cutting-edge technological solutions to elevate the quality of the entire supply chain. It is a source of pride for this Foundation to see these advanced experiments come to fruition in the field thanks to a local producer, after having had the privilege of hosting the first roundtable discussions in Cupramontana.”

“Supporting Terra & Tech means contributing not only to the competitiveness of businesses, but also to the promotion of the region’s identity, the enhancement of the tourism offering, and the creation of more sustainable, innovative, and inclusive development models,” added Silva. “We hope that this is just the first step toward a broader, integrated digital transition process capable of increasing the visibility of this region, while simultaneously strengthening the ability of wine businesses to build direct, lasting, and informed relationships so that tradition and innovation can move forward together and reinforce one another.”

“The initiative launched with Tenuta San Marcello is a concrete example of how innovation can engage with the local community, generating real value for agricultural businesses and the entire local ecosystem,” said Paolo Morosetti, President of Fondazione Cassa di Risparmio di Jesi. “These initiatives are not mere tests, but true laboratories of applied innovation, where tradition and technology come together to address the current challenges facing the wine sector: from sustainable vineyard management to the digital promotion of the product. The fact that these activities are already up and running, backed by ongoing support, demonstrates the project’s solidity and the quality of the partnerships established.” 

“Terra & Tech thus proves itself to be a platform capable of fostering positive synergies between start-ups and agricultural businesses, helping to strengthen the competitiveness of the Marche region. As President of the Foundation,” added Morosetti, “I believe that investing in initiatives like these means investing in the future of agriculture: a future that is more sustainable, more digital, and increasingly connected to the excellence of our regions. We will continue to wholeheartedly support initiatives like Terra & Tech that demonstrate that innovation can be accessible, practical, and deeply rooted in communities.”