Digital globalization is a new form of globalization that leads to corresponding changes in the ways of doing business. Digital globalization in the 21st century is mainly driven by new digital technologies and is characterized by the acceleration and increase of data and information flows around the world. In the process of digitizing the economy, global data flows are increasing, and digital platforms allow more countries and small companies to participate. Successful digital transformation is not just the creation of a new company, but also the restructuring of the entire organization through the new use of existing valuable strategic assets. Digitalization is becoming the main one from the point of view of competition – the more innovations and technological improvements a company introduces into its business, the more competitive advantages and opportunities it acquires to respond to dynamically changing challenges. E-commerce is another important aspect of the digital economy and digital globalization. This rapidly evolving form of commerce is changing sales strategies and consumer behavior. In the new realities, enterprises need to quickly change their behavior strategies, adapting to certain development scenarios caused by the coronavirus pandemic.This article is conducted to solve current problems and trends in the development of the wine industry in the context of growing digitalization, which radically changes the essence of business. Based on the analysis of foreign practice and representative data of international statistics, the main digital trends in the viticulture and winemaking sector were identified. The article presents a comparative table of a set of technologies identified by various experts, based on research conducted aimed at expanding knowledge about the most advanced digital trends and technologies in this sector: the Internet of Things, artificial Intelligence, robotics, Electronic label. In the course of the study, the main goals behind the desire for digitalization were considered, the main advantages from the introduction of new tools of the digital economy were highlighted, statistical data on the volume of production in the industry for the period under review, the impact of the digital economy on the competitive environment were shown