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This chapter aims to explore the role of blockchain-based innovative solutions in improving brand loyalty in the wine industry through an effective and secure system of management of customers’ relationships. The study is based on theoretical and secondary data, injected with and supported by five interviews carried out in a case study of a winery operating in Mendoza, Argentina. Findings reveal that the adoption of blockchain technology contributes to enhancing transparency and traceability in the wine supply chain and establishing trust and authenticity, thereby fostering customer loyalty. Brand loyalty is further strengthened through the adoption of wine-backed NFTs providing attractive values to consumers. The carried out study underlines the enormous potential of the BCT not only to ensure greater transparency along the supply chain but also in the field of marketing to gain visibility and feedback from …