consumers and firms involved in co-creation process has been attracting scholarly attention. Nevertheless, few studies have focused on co-creation between cutomers and SMEs. We therefore investigate a single case of wine collectively co-created through interaction on a French blog between the winemaker and 25 participants. Our study sought to determine how the winemaker and the customers engage in the co-creation process and the value they derived from the experience. From a customer perspective, our study highlight the perceived ethical value through the participant's engagement at multiple levels. From a managerial perspective, this study demonstrates that customer involvement can be a effective strategy for implementing innovation at a relational and experiential level in a SME context.