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The wine industry and wine cooperatives, which are deeply rooted in their territory due to their socio-economic importance, their nature and the presence of quality labels (AOP/IGP), are experiencing the effects of climate change. Varietal innovation is one way to adapt, but its adoption by winegrowers remains limited (Dolet et al., 2024). We studied the drivers and barriers within French cooperatives, key players in the sector (Noël, 2023) with a specific mode of governance (Malo & Vézina, 2004). Our theoretical framework combines the TOE model (Tornatzky & Fleischer, 1990) and stakeholder theory (Freeman, 1984). Our research is exploratory in nature. It is based on a thematic analysis of 33 semi-structured interviews (with cooperative managers). The results show that perceived benefits, the market and the culture of innovation are determining factors, while regulation, cost and the availability of varieties are barriers. Cooperatives facilitate adoption through financial and technical support.