Wine tourists in emerging wine regions: A study of tasting room visitors in the Great Lakes region of the US

Since 2000, the number of wineries in the US has nearly tripled. Many of the new wineries are small, located in regions not known for wine production, and often specialize in lesser known wine grape varieties that are suited to the local environment. With over 900 wineries, the Great Lakes region in the northern US accounts for a small percentage of US wine production, but the wine industry there plays an important role in rural economies that historically relied on manufacturing, extraction, and non-wine agriculture. The emerging wine industry in new locations is also providing new opportunities for people to experience a winery visit. In fact, most small wineries rely primarily on sales from their tasting rooms. However, the factors that impact the purchase decision at a winery are different than those at retail establishments and restaurants, and there is evidence that the people who visit wineries in emerging regions are different than typical wine consumers and visitors to the world's best-known wine regions. Given the importance of winery visitors to the success of wineries in emerging regions, it is critical that winery leaders and tourism stakeholders understand their consumers and the factors that impact their travel and wine purchase decisions. This article presents the results of a study of over 3,000 visitors to wineries in three Great Lakes region states. Findings show that the main reason for visiting wineries is for recreational experiences rather than to purchase wine; however, almost all wine tourists contacted for this study purchased several bottles of wine to take home. Moreover, visiting wineries is an important reason for travel decisions, and wine tourists spend a significant amount of money in the region while they are there. Additional findings can inform the decisions of wine tourism stakeholders and provide insights on visitors to emerging wine regions.