Keg wine is a recent innovation launched in the otherwise conservative wine industry. It helps reduce the production of waste while upholding product quality and reinforcing resource management efficiencies. Proponents argue that keg technology allows for cost-effective and sustainable distribution and consumption of wine. Interestingly though, such benefits have not been subject to academic investigation. Drawing on the sustainability-oriented service innovation (SOSI) framework (Calabrese, Forte & Ghiron 2018), this paper uses keg wine as a case study of the forces that drive or hinder the acceptance of keg wine as a sustainable-oriented innovations. Analysis of 104 questionnaires to owners and general managers of Swiss food and beverage establishments provides initial insight into the perceptions, experiences, and reasons related to the adoption of keg wine and its related benefits. Specifically, results show that the likelihood of acceptance of keg wine technology increases when potential long-term sustainable benefits are paired with shorter-term financial results.