Consumers’ Perceptions of North Carolina Wines: A Case Study with a Place-Based Focus

This case study focuses on issues connected to consumers’ perceptions of and preferences for wine, especially in relation to a sense of place, tourism, and brand identity. The main issue and dilemma involve how to develop and promote a strong, viable brand for wines from a specific place that can enhance opportunities for wine tourism. In this case, the location is the state of North Carolina in the United States. The case provides meaningful information about branding wines and has implications for tourism marketing.