The Portuguese wine sector has seen substantial changes in recent years, specifically regarding the emergence of online retailing, creating the need for small producers and distributors to adapt to new marketing challenges. This study suggests applying hyper-personalisation strategies in the Portuguese wine sector to address these challenges and achieve economic sustainability. The study aimed to conduct a scoping review to answer the initial research questions: (1) What is the standard definition of hyper-personalisation? (2) Are there any applications of hyper-personalisation relevant to our study? This review will better assess the challenges and implications of applying hyper-personalisation in the wine sector, considering factors such as recommendation systems, big data, consumer behaviour, wine shops, artificial intelligence, digital transformation, and the potential impact on sustainability. This review shows that this research area is in its initial phase, with few definitions and applications of hyper-personalisation and none in the domain of the wine industry. One proposes a theoretical model summarising the research clusters, a new definition of hyper-personalisation and the enlargement of this research stream.

Keywords: Hyper-personalisation, Recommendation system, Big data, Consumer behaviour, Artificial intelligence, Wine-shop, Digital transformation, Sustainability.