Title: What does Web 3 and NFT bring to consumption practices and to marketing management: the case of Chateau Edmus

Authors: Catherine Lejealle; Laurent Flores

Addresses: ISC Paris, 22 Boulevard du Fort de Vaux, 75017 Paris, France ' Université Paris Panthéon Assas, LARGEPA, 92 Rue d'Assas, 75006 Paris, France

Abstract: This case study provides a comprehensive understanding of the typology of consumption practices web 3 (NFT, DAO) can bring to customers and to wineries. Learners develop an appreciation of how NFTs' and DAO's adoption by wineries can create experience, play, integration and classification according to Holt's consumer typology of consumption practices. Holt's framework is applied to Chateau Edmus, a Bordeaux winery, led by Laurent David, a former tech manager from Apple. This case gives insight for the marketing management in order to understand which opportunity to prioritize in order to engage customers and foster customer brand relationship, affiliation, distinction or experience.

Keywords: consumption practices; consumer experience; integration; gaming; Web 3; NFT.

DOI: 10.1504/IJTCS.2025.143531

International Journal of Teaching and Case Studies, 2025 Vol.15 No.1, pp.82 - 95

Received: 06 Dec 2023
Accepted: 28 Dec 2023
Published online: 30 Dec 2024 *

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