The spanish wine industry stands at a crossroads, transitioning from a traditional emphasis on wine production to a landscape increasingly characterized by diversified service offerings. This paper delves into the nuances of servitization within spanish wineries, investigating the determinants of servitization and the impact of these diversified services on revenue streams. The paper posits hypotheses concerning the influence of various factors, such as winery size, location, market orientation, ownership structure, market competition, regulatory environment, market demand, firm capabilities, owner characteristics, and firm age, on the adoption of diversified service offerings in spanish wineries. The methodology involves comprehensive regression analysis to unravel the drivers of servitization within this context.