In search of digitalisation in the wine industry in Bulgaria through the lens of precision agriculture Case study

This article is dedicated to implementing precision agriculture in the viticulture and wine sector. It is widely accepted that, at the EU level, agriculture is viewed as a way of life that has multiple socio-economic and environmental functions requiring sustainable management. In this context, for countries like Bulgaria, precision agriculture is regarded as a generally applicable management tool, regardless of the specialization and location of wine-growing enterprises. The introduction of technologies and systems for sustainable agriculture is a complex and dynamic process for wine producers that must be managed, raising significant legal and socio-ethical issues. These issues particularly relate to the conditions for protecting sustainable agricultural food production, the terms under which data regarding owners are collected and processed, and the role of individual farmers within this system. The main objective is to assess the degree of digitization of the wine sector in Bulgaria and the possibilities for applying precision agriculture in the industry. The specific characteristics of the wine sector have been identified, along with relevant analyses, conclusions, assessments, and recommendations for its digitization and precision farming. The authors use statistical methods (regression and correlation analysis) and a sociological survey. The authors prove the relationship between digitalization and competitiveness of the wine companies in Bulgaria.