This study aims to make a significant contribution to the development of a model for integrating research in the wine sector, innovative knowledge, and family businesses with the traditional mode of production in the context of the introduction of modern production technologies with a view to sustainability and the improvement of services in tourism. From a methodological point of view, the research is based on the case study and, in particular, on Casa Paladin, a family business in the Italian wine sector, which bases its strategy on innovation in production processes and customer relations to obtain high product quality with the aim of meeting consumer needs. The findings underscore the crucial role of family businesses in preserving cultural and traditional elements in the wine sector, with technology and innovation serving as vital drivers for their development. Casa Paladin's commitment to innovation in production processes and products is evident, emphasizing sustainability as a core element that impacts customer relationships and product quality. Enotourism, including tastings, festivals, and fairs, emerges as a significant aspect contributing to the promotion of the company's history, culture, and traditions. This study posits Casa Paladin as a notable example in the Italian wine industry, offering transferable insights for other businesses. Its successful integration of culture, innovation, and sustainability contributes to a broader understanding of the contemporary role of family businesses in the Italian wine sector. [ABSTRACT FROM AUTHOR]