Divinea’s Wine Suite Expands Across Italian Wineries

Wine Suite, the customer relationship and marketing software developed by the Italian company Divinea, is being used by more than 500 wineries across Italy as producers look for ways to manage enotourism more efficiently, collect visitor data and increase direct sales. The company said the platform has helped wineries streamline reservations, track visits in real time and automate communications with guests, reducing manual work and giving staff more time for hospitality and storytelling.

Divinea highlighted three wineries as examples of how the system is being used in different parts of the country: Ruggeri in Valdobbiadene, Tenute Rubino in Salento and Cantina Li Duni in Gallura. In each case, the company said, the software has been used to centralize contacts, organize bookings and improve follow-up with visitors after tastings and tours. The wineries reported that the platform made it easier to monitor activity through updated dashboards and to keep customer information inside one system instead of relying on scattered messages or spreadsheets.

At Ruggeri, Ariaanna Proverbio, who works in hospitality, said the Form Builder tool allowed the winery to bring every contact into its CRM and segment audiences for more personalized communication. “Knowing our clients is fundamental,” she said in a statement distributed by Divinea. “With Wine Suite, every contact enters the CRM, with the possibility of segmenting it and building personalized communication. This allows us to turn a sign-up into a relationship over time.”

At Tenute Rubino, in Salento, Romina Leopardi said the software had sped up daily work and made it possible to monitor performance with current data instead of waiting until the end of the year. “Wine Suite has greatly helped our work,” she said. “It has allowed us to be faster and to monitor the situation through updated data in real time, without necessarily having to wait until the end of the year to understand how we were doing.”

Tenute Camilleri, in Sicily, said it adopted Wine Suite to professionalize its enotourism operations and reduce low-value administrative tasks. During its first year using the software, the winery welcomed more than 600 visitors, while improving data collection, reviews and control over no-shows, according to Divinea. Federico Spagnoli said the system helped the winery manage guest information more effectively. “Wine Suite has made our work much easier,” he said. “It has allowed us to be faster and to monitor the situation through updated data in real time.”

Cantina Li Duni, in Gallura, said it moved from handling reservations mainly through WhatsApp to keeping them organized inside the platform. Francesco Addis, the sales manager, said that before using Wine Suite some requests could be lost. “Now that does not happen anymore,” he said. “Everything stays inside the software in an orderly and organized way.”

Divinea said wineries using Wine Suite have seen an average annual increase of 18% in visitors to their cellars and 22% in direct sales. The company described those gains as evidence that digital tools can support sustainable growth in wine tourism by helping producers better manage relationships with guests before, during and after a visit.

The software includes CRM functions for collecting contact data automatically, dashboards for tracking reservations and sales, automated email flows and tools designed to improve customer experience. Divinea said those features are intended to simplify operations for winery teams while making visits more fluid for consumers.

The company also framed Wine Suite as part of a broader effort to help Italian wineries modernize their hospitality businesses at a time when direct-to-consumer sales and cellar visits have become increasingly important revenue streams. Divinea said its technology division focuses on digital solutions, services and training for wine businesses across Italy.