Wine cellar experiences in the Southeastern United States: Educating the winery visitor on muscadine wines
Document Type
Journal Article
Publisher
Taylor & Francis (Routledge)
School
School of Business / Markets and Services Research Centre
RAS ID
18225
Abstract
While contemporary wine research identifies the educational potential and value of the cellar door (tasting room), in the case of wines made from muscadine grapes, a food native of the southeastern region of the United States, such knowledge is very limited. This study explores this under-researched area among wineries producing muscadine wines. Despite many consumers’ lack of knowledge of muscadine wines, the perceptions of “wine snobs” and other challenges, respondents are actively engaged in educational efforts using different themes/skills. Given the strong competition from other wines and wine regions, the implications of educational efforts for the sector’s future growth and survival are discussed.
DOI
10.1080/15378020.2014.886903
Access Rights
subscription content
Comments
Duarte Alonso, A. (2014). Wine cellar experiences in the Southeastern United States: Educating the winery visitor on muscadine wines. In Journal of Foodservice Business Research, 17(1). 93-106. Available here.