Zeena, Inc.: a teaching case study on disruptive innovation in the wine industry

This teaching case study is about Zeena, a pioneering wine-in-a-can start-up established in Barcelona in March 2020 by young entrepreneur Sana Khouja, a Moroccan native raised in Barcelona with an MBA from EADA Business School. Sana's vision disrupted and led the wine-in-a-can industry by presenting a convenient yet alluring alternative to one of the world's most vulnerable sectors - the wine industry. Zeena has now established a global presence across ten countries. Zeena has secured a distinct niche in the canned wine market, setting a precedent for socially responsible and sustainable practices, encapsulating the essence of a contemporary, progressive beverage brand. This teaching case catalyses students to delve into the facets of business strategy and disruptive innovation through the prism of Sana's challenges. This teaching case study is targeted primarily at graduate students enrolled in entrepreneurship and innovation management courses and also offers value to students in leadership, organisational behaviour, technology innovation, and marketing courses.