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

Nic S Terblanche, Jean-Éric Pelet () and Laura Ehm
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Nic S Terblanche: SU - Stellenbosch University
Jean-Éric Pelet: IAE - IAE AMIENS
Laura Ehm: Weincampus Neustadt, Ludwigshafen University of Business and Society

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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.

Keywords: Psychological and Functional Barriers to Innovation Acceptance; Cost; Country-Level Innovation Adoption; Innovation Resistance Theory; Web3 Technologies; NFTs (search for similar items in EconPapers)
Date: 2026-02-03
Note: View the original document on HAL open archive server: https://hal.science/hal-05627524v1
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Published in 16th Academy of Wine Business Research Conference, Adelaide Business School, Feb 2026, Adelaide, SA, Autralia, Australia

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