Wine cellar experiences in the Southeastern United States: Educating the winery visitor on muscadine wines
Taylor & Francis (Routledge)
School of Business / Markets and Services Research Centre
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.