Wine metaverse. Is the wine experience yet in the metaverse era?

Abstract: The purpose of this study is to deepen knowledge of the metaverse phenomenon within the wine industry, with the aim to provide an interpretive framework for the wine metaverse experience. The analysis follows a qualitative approach through the multiple case analysis methodology applied to eight metaverse projects belonging to six international wine companies. Findings show three levels of the wine metaverse corresponding to the different levels of connection of the virtual environment and of immersion of the user experience that these projects demonstrate in light of the technology employed. The three levels are (1) basic metaverse, (2) intermediate metaverse, and (3) advanced metaverse; they correspond to the enterprises’ levels of implementation of metaverse technologies and also determine what cannot be defined as metaverse. The study has relevant theoretical and managerial implications regarding the role of the metaverse in companies’ brand strategies and the optimization of projects involving Web 3.0, blockchain and other Industry 4.0 technologies.