Purpose In the agri-food sector, a winery website remains an essential digital tool for marketing strategies and customer engagement. This study aims to analyse the communication strategies adopted by Etna DOC wineries on their websites, focusing on how they present their products and business and connect with their cultural and geographical roots. Design/methodology/approach A content analysis was conducted on a sample of 59 winery websites using NVivo software, focusing on word frequency, co-occurrence and thematic correlation. Findings The results show that the websites of Etna’s wineries emphasise themes such as tradition, territorial identity and family heritage, highlighting the connection with Etna’s volcanic landscape and the history of local viticulture. Innovation, sustainability and sensory or organoleptic characteristics, although important for modern wine marketing, were less emphasised. Research limitations/implications The present study has some limitations. The first is that we conducted a case study and the results refer to the Etna DOC area and are not generalisable. The main limitation is that the analysis was conducted only on the Etna DOC wineries’ websites, without considering other digital communication channels such as social media or e-commerce platforms. This limits the scope of the analysis as it does not take into account the full range of online marketing strategies adopted by the wineries, which may use different tools to promote their brand. Furthermore, social platforms not only promote brands, but also provide valuable consumer data which are becoming increasingly important in determining effective communication strategies. As the study does not focus on the correlation between communication strategies and economic performance, the impact of the communication strategy used in the “online world” on wineries’ performance and brand awareness cannot be assessed. Practical implications These findings can help wineries refine their digital strategies to improve brand positioning and can also guide future research on the effectiveness of online communication in the wine sector. Future research should focus on the impact of communication strategies on wineries’ business and explore how innovation and tradition can be reconciled in digital wine marketing. Social implications The results of this study have implications for winery owners, marketers and policymakers in the wine industry. By emphasising territorial identity and historical heritage in the communication strategies of Etna DOC wineries, the study highlights the need for a more balanced approach that integrates innovation, sustainability and winemaking techniques. Originality/value This study offers insights into the narrative employed by Etna wineries to enhance information dissemination via their websites. Using a content analysis tool to clearly identify the main direction of communication enables a more in-depth investigation. The results contribute to the literature on marketing communication in the wine industry and offer practical guidance for wineries seeking to strengthen their online presence.
Maesano et al. (Wed,) studied this question.