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Resistance to Acceptance of NFTs and Web 3 Technologies in the Wine Industry
[Résistance à l'acceptation des NFT et des technologies Web 3 dans l'industrie vitivinicole]

Author

Listed:
  • Nic S Terblanche

    (SU - Stellenbosch University)

  • Jean-Éric Pelet

    (IAE - IAE AMIENS)

  • Laura Ehm

    (Weincampus Neustadt, Ludwigshafen University of Business and Society)

Abstract

Purpose: This study investigates the resistance and negative attitudes of wine producers toward NFTs and Web3 technologies, based on a survey of French, German and South African wineries and industry experts of wine. Although blockchain-based innovations have begun to impact marketing in premium consumer markets, the wine industry appears to lag in adoption.•Design/methodology/approach: The main objective of this exploratory study was to investigate the reasons behind the resistance towards Web3 technologies, such as NFTs, blockchain, and decentralised platforms. A structured qualitative survey was used to collect data, which was then utilised to identify themes in the survey responses.•Findings: We identify, inter alia, key sources of resistance such as lack of knowledge and understanding, perceived irrelevance to wine craft, mistrust of technology, fear of consumer alienation, complexity and cost concerns and cultural and generational barriers.•Practical implications: The study contributes to the literature on digital transformation in traditional industries, highlighting the friction between artisanal heritage and emerging technologies.

Suggested Citation

  • Nic S Terblanche & Jean-Éric Pelet & Laura Ehm, 2026. "Resistance to Acceptance of NFTs and Web 3 Technologies in the Wine Industry [Résistance à l'acceptation des NFT et des technologies Web 3 dans l'industrie vitivinicole]," Post-Print hal-05627524, HAL.
    • Handle: RePEc:hal:journl:hal-05627524
    Note: View the original document on HAL open archive server: https://hal.science/hal-05627524v1
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