1. Introduction: Wine and Technology Between Cultural Attitudes to Alcohol, Sales, Legislation, and Health.- 2. The Greatest Tricks of Digital Alcohol Marketing: The Consumer's Voice and Alcohol e-Marketing.- 3. Wine Storytelling.- 4. Wearable Technology and Wine.- 5. Smart Packaging: The Labels Come to Life.- 6. Wearable Technology for Preventive or Curative Purposes.- 7. Children and Adolescents as a Marketing Target.- 8. Social Media, Alcohol, and Young People.- 9. Masculinity and Practices of Drinking.- 10. Drinking Games.- 11. Digital Marketing Strategies during a Coronavirus Pandemic.- 12. Femininity, Online Practices of Drinking and Women in Alcohol Industry.- 13. Brand Stretching and Popular Culture.- 14. Legislation between Norm and Practice.- 15. Conclusion: The Unplugged Path to Alcoholism.

Mojca Ramšak is Full Professor of Cultural and Social Anthropology at the University of Ljubljana in Slovenia. She works in the fields of ethnology, cultural and social anthropology, and medical humanities as a researcher, professor in the doctoral study of humanities, and writer, using both experimental and traditional forms of qualitative inquiry in the interests of dignity, and human rights. Dr. Ramšak has published eight books in the fields of ethnology, anthropology, and the history of medicine. Springer has published two books which focus on the marketing strategies of the alcohol industry and culturally specific consumption habits.