The determinants of winery visitors for local wine and non-wine products in the Northern Appalachian states

The development and expansion of wineries in Appalachian states in the United States over the past 20 years has received attention, while the study of non-wine product consumption in wineries has been very limited. Wineries increasingly include these non-wine products as complementary products in their marketing portfolio. This study analyzes the determinants of wine and non-wine spending among winery visitors in selected Northern Appalachian states, including Pennsylvania, Ohio, Kentucky, and Tennessee. We develop a market segmentation model and a random utility theory with an interval regression model. Results from 1,609 participants show that wine knowledge has a positive effect on local wine spending, and spending on non-wine products should not be underestimated for its overall contribution to the winery business. Our results suggest that wineries have the potential to boost store sales associated with non-wine products. Diversifying the product lines in wineries to include more non-wine products would be a useful marketing strategy.