A tale of three wines: which factors can influence the success of geographical indications for wine?

Purpose This paper examines three wine geographical indications (GIs) across Europe in order to identify what are the main factors for which some designations achieve durable reputation and value while others underperform (or fail). Design/methodology/approach The study employs semi-structured interviews with local winemakers and institutional representatives. A qualitative approach using thematic analysis is conducted to identify key factors influencing the success or limitations of wine GIs in these areas. Findings Results indicate that the success or failure of a GI is closely tied to its geographical context and the community of stakeholders. In particular, in the two French regions considered, some producers perceive the GI as a constraint rather than an opportunity, as it has not met their expectations for economic development and business growth. Research limitations/implications This research has some limitations due to the chosen methodology, such as possible interpretative subjectivity or potential over-simplification. In particular, the absence of extensive, comparable socio-economic quantitative data constrains a deeper and more objective understanding of different local contexts, limiting corroboration of findings. Nonetheless, the cross-regional comparison across two countries strengthens the credibility of the analysis and could offer clearer guidance on strategies to support local production and development. Originality/value This study moves beyond trade data and single-case analyses by comparing smaller wine GIs in France and Italy through a qualitative lens. It shows how territorial context and stakeholder relations explain divergent outcomes, offering insights into why some GIs foster rural development while others struggle.