Competitiveness of wine organisations through the metaverse

This preliminary study explores the intentions of wine producers and specialists to use the metaverse to promote their goods/services and how they build wine-related strategies. The data is collected from 17 countries using an email interview. Results reveal wine producers who think virtual activities in the metaverse will occur soon are willing to invest in technological capabilities, especially in developed countries. Producers in developing countries have concerns about the legality of wine promotion/advertising, which affects competitiveness. One key innovation of the study is its analysis of wine producers’ adaptation to the metaverse using the Dynamic Capabilities Theory.