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Consumer and firm involvement in co-creation processes has been attracting scholarly attention. Nevertheless, few studies have focused on co-creation between customers and SMEs. We therefore investigated a single case of a wine collectively co-created through interactions on a French winemaker’s blog between the winemaker and 25 participants. This qualitative study consisted of semi-structured interviews with ten of the participants and the winemaker who initiated the co-creation process. Our study sought to determine how the winemaker and customers engaged in the co-creation process and the value they derived from this experience. From a consumer perspective, our research highlights the perceived ethical value through the participants’ engagement at multiple levels. From a managerial perspective, this study demonstrates that customer involvement can be an effective strategy for implementing innovation at a relational and experiential level in an SME context.
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