Syftet med studien är att undersöka vilka möjligheter och hinder kvinnliga vinmakare stöter på medan de etablerar sig och verkar som vinmakare i Europa. Studien undersöker även fördjupade kunskaper om historiska och kulturella föreställningar om genus inom vintillverkning. Studien genomfördes genom kvalitativ forskningsmetod med inspiration av existentiell-fenomenologisk och semistrukturerad intervjumetod. Urvalet bestod av sex kvinnliga vinmakare i Italien, Tyskland och Grekland. Intervjuernas syfte ämnade att fånga vinmakarens livsvärld, där undersökningen byggde på förstapersonsbeskrivningar av upplevelser från specifika fenomen. Materialet analyserades med hjälp avtematisk analysmetod och resulterade i fem olika teman som var traditioner, sociala miljöer, karaktär, kroppsliga faktorer och utveckling.  Resultatet antyder att vintillverkning historiskt varit dominerat av män och att det funnits hinder i kulturen och samhället som begränsat kvinnors möjligheter att etablera sig inom branschen. Dessa hinder har inkluderat fördomar och stereotyper om kön som påverkat synen på kvinnors fysiska kapacitet och kompetens inom vinproduktion. Trots dessa svårigheter har undersökningen också visat på en förändring i branschen. Antalet kvinnor som visar intresse för och engagerar sig i vintillverkning har ökat. Det har också blivit tydligt att möjligheterna för kvinnliga vinproducenter att etablera sig har förbättrats. / The aim of the study is to investigate the opportunities and obstacles encountered by female winemakers while establishing themselves and working in the wine industry in Europe. The study also explores in-depth knowledge about historical and cultural perceptions of gender within winemaking.  The study was conducted using a qualitative research method inspired by existential-phenomenological interviews with six female winemakers in Italy, Germany, and Greece. The purpose of the interviews was to capture the winemakers' lifeworld, relying on firsthand descriptions of experiences related to specific phenomena. The data was analyzed using thematic analysis, resulting in five themes: traditions, social environments, character, physical factors, and development.  The results of the study show that historically, winemaking has been dominated by men, and there have been cultural and societal barriers that have limited women's opportunities to establish themselves in the industry. These barriers have included biases and stereotypes about gender that have influenced perceptions of women's physical abilities and competence in wine production. Despite these challenges, the study also indicates a shift in the industry. The number of women showing interest in and engaging in winemaking has increased. It has also become evident that the opportunities for female wine producers to establish themselves have grown. These factors are presented and discussed in the results and the result discussion.

El presente proyecto de investigación pretende contribuir con la sociedad desarrollando un modelo de negocio con alto impacto social e innovador mediante la venta de frutas por una plataforma web que interconectará a los bodegueros con los agricultores. Algunas de las causas que nos llevaron a la realización del trabajo fue la poca valoración y retribución que existe por parte de los agricultores al ofertar sus productos. Por ello, De Raíz considera importante el desarrollo del proyecto; ya que no solo busca ofrecer su plataforma para los agricultores sino busca que los compradores puedan realizar la adquisición de las frutas de una manera más óptima, para mejorar su experiencia de compra. Para ello, se realizaron entrevistas a usuarios y expertos para poder identificar las principales necesidades y definir el perfil de nuestro cliente y diseñar una propuesta de valor adecuada a sus necesidades. Seguidamente se procedió a realizar diferentes experimentos con la finalidad de validar las soluciones planteadas y el modelo de negocio para evaluar la disposición de compra de las suscripciones mediante la página web; gracias a ello, se implementó un plan estratégico para alcanzar los objetivos planteados y lograr una estabilidad organizacional. Finalmente, se desarrolló un plan financiero con la finalidad de analizar la realidad del negocio, fijar la inversión necesaria, controlar y asignar eficientemente los recursos. A partir de todo lo anteriormente detallado , se pudo verificar que nuestro proyecto ‘‘De Raíz’’ es rentable y sostenible en el tiempo. / This research project aims to contribute to society by developing a business model with high social and innovative impact through the sale of fruits through a web platform that will interconnect winemakers with farmers. Some of the causes that led us to carry out the work was the little appreciation and remuneration that exists on the part of the farmers when offering their products. For this reason, De Raíz considers the development of the project important; since it not only seeks to offer its platform for farmers but also seeks that buyers can make the acquisition of fruits in a more optimal way, to improve their shopping experience. To do this, interviews were conducted with users and experts in order to identify the main needs and define the profile of our client and design a value proposition appropriate to their needs. Subsequently, different experiments were carried out in order to validate the proposed solutions and the business model to evaluate the willingness to purchase subscriptions through the website; Thanks to this, a strategic plan was implemented to achieve the proposed objectives and achieve organizational stability. Finally, a financial plan was developed in order to analyze the reality of the business, set the necessary investment, and efficiently control and allocate resources. From everything previously detailed, it was possible to verify that our "De Raíz" project is profitable and sustainable over time. / Trabajo de investigación