Portuguese wine industry's resistant to convert to digital platforms

Portuguese wine is well known in markets where the Portuguese community is well established such as France, Canada, and even the US. However, as the industry is a very traditional market where wine fairs and trade shows are very common, the transition to the digital era is happening at a slow pace. A lot of wine producers tend to have the wrong idea about online platforms as a lot of them have tried it out during the pandemic but have not found it beneficial.