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The vineyards in Italy and in the UK were asked the same set of
questions tailored in accordance with their reply. See ‘Questions for

dissertation participants’ in the appendix two. The author contacted

40 Italian vineyards via Facebook; 10 via WhatsApp and 130 via email,
shown in table 2.

The author identified 150 vineyards in Kent, UK and selected a sample

of 60 vineyards in Kent (ordered by number of hectarage) and 20
others from across the UK. The 80 selected wine organisations out of

the identified 150 wine organisations is equivalent to 53.3% of the

selected list of organisations). Since, the Kent wine organisations are

relatively smaller (when compared to the wine organisations in
Tuscany, Italy), then, the author selected a larger sample size (Kent

and UK wide) to gain a more representative data.

The author contacted 20 vineyards via email and contacted 40 by
phone. The author noted that the selected vineyards (60 and 20

vineyards) were micro. The author identified the 20 largest UK

vineyards, emailed and phoned them accordingly. See table 2.

Country Wine % Contacted wine organisations
organisations Selected
Identified Selected Phone Email Social Media
(Facebook (fb) +
Whatsapp (Wp))
Italy 1752 180 10.3% 0 130 40 (fb) +10 (Wp)
60 40* 20* 0
UK 150 53.3%
20 20* 20* 0

*Contacted by email and phone
Table 2: shows identified and selected Italy and UK wine
organisations and the applied contacting methods

3.7. Data analysis

The author will ask the same interview questions to the selected wine

organisations’ SMEs in Italy and UK to gather details about the
application of BD, AI and analytics within their wine organisation life

cycle stages. Whenever, the SME highlights the lack or no application
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