PurposeA growing body of literature analyzes eco-innovation in the wine industry, specifically focusing on the internal and external factors that contribute to sustainable innovation in wineries. The purpose of this study is to classify wineries according to their eco-innovation strategy and investigate variations in innovation groups concerning networking and socio-demographic characteristics.Design/methodology/approachThe authors use an original firm-level survey conducted between June 2022 and January 2023 to study eco-innovation practices of 234 Hungarian winemakers using four groups of indicators: marketing, organizational, process and product innovations. The authors apply principal component analysis and cluster analysis to identify eco-innovation dimensions and group wineries. The authors also investigate the relationship between eco-innovation strategies, determinants and firm-specific characteristics.FindingsThe estimations identify two innovation modes: with Cluster 1 (characterized by innovative wineries) surpassing Cluster 2 (comprising less innovative wineries) in all aspects. Marketing and process innovations were more widespread than product and organizational innovations. The results confirm the importance of firm and manager characteristics, corporate organization and size, age and education of management influence innovation activity.Research limitations/implicationsThe cross-sectional nature of the survey provides a snapshot of the wine industry. To identify changing trends, it is beneficial to conduct follow-up research and ongoing monitoring for a more comprehensive understanding of the dynamics of eco-innovation over time. The study offers valuable information about the Hungarian wine sector, but generalization of results to other geographic areas or wine-producing regions should be careful. The unique characteristics of particular regions might have a different effect on the dynamics of eco-innovation. Comparative studies across different wine regions or countries may reveal regional variations in eco-innovation strategies and the impact of local contexts.Practical implicationsThe study highlights the priority of human elements, such as the commitment of owners and managers to sustainability in driving force for innovation. The ability of businesses to absorb new knowledge and the exchange of information within organizations is crucial in promoting innovation. Considering the results of the survey, managers should proactively strive to improve knowledge transfer and information sharing within their organizations and establish cooperative alliances with universities, research institutes, suppliers, industry bodies and associations and global consultancy firms. Such knowledge-based cooperation can counterweight the innovative inertia of the micro and small enterprises representing the Hungarian wine sector.Social implicationsTo address the issue of "innovative inertia" faced by micro and small businesses in the wine sector, policymakers may implement focused supports, such as educational initiatives and grants, to augment their understanding and promote sustainable innovation. They should initiate intra- and inter-cluster connections and cooperations. Incentives, such as tax reduction or financial support, may stimulate wineries to introduce eco-innovation practices. Policymakers could also streamline the process of obtaining funding or grants for wineries interested in investing in cutting-edge solutions, such as renewable energy or advanced cultivation technologies to accelerate the adoption of sustainable practices.Originality/valueThis study contributes to the eco-innovation literature by providing insights into the drivers and practices of wineries in Hungary. The results emphasize the significance of networking, sharing of knowledge and firm/manager-specific characteristics in influencing eco-innovation in the wine industry.
