Innovative strategies and transformations in the Montilla-Moriles wine-production area : adaptation and success in the global market

This study examines the transformative changes in the wine industry of Southern Europe over recent decades, focusing on one of Spain's oldest Protected Designations of Origin (PDO), Montilla-Moriles. The region faced severe challenges during the second wave of globalization at the beginning of the 21st century. According to the 1999 Strategic Plan for this PDO, far-reaching strategic actions were needed; 25 years later, however, fewer than half of the original companies remain. To understand this complex issue, a qualitative analysis was conducted using case studies and in-depth interviews with key stakeholders in the sector. The paper presents several success stories featuring companies with strong dynamic capabilities: Bodegas Robles, Lagar de la Salud, and Tonelería del Sur-Casknolia. These companies were selected for their notable growth, contrary to the general industry trend, their diverse strategies, and their role in revitalizing the Montilla-Moriles wine market. Their success is attributed to a blend of traditional expertise, innovation, sustainability, and strategic internationalization. The findings of this study reveal that despite the industry's challenges, innovative initiatives can thrive by leveraging global market opportunities.