experience of buying a wine shop offline, with all the advantages of the physical world combined with the flexibility of the instrument technology: the consumer is driven by a virtual sommelier in selecting the product but can also make their own in search of the ideal product starting from the selection of a multitude of technical or organoleptic parameters. The direct relationship between Wine Not Italy and the manufacturer also allows almost immediate time-to-market and product information up to date and complete. Wine Not Italy also helps small producers of excellence to raise awareness and promote their products resulting in an offer of articles in variety and features is that is hard to find in other wine shops online.