The thesis expands on existing service research by suggesting that customer value creation in certain situations can be better understood through the lens of rituals. By grounding on two ethnographic episodes in the field of wine, the main contribution herein is that the thesis offers a theoretical framework (i.e., customer rituals), which draws attention to customer value creation as an emerging, multi-layered process through which value is formed and evaluated by multiple subjects and contexts. Luigi Servadio is a researcher in marketing at Stockholm Business School and member of the HITS Research Group. Prior to his academic career Luigi spent more than ten years as an account manager in the advertising business. This is a doctoral thesis in Business Administration at Stockholm University, Sweden 2018.