Preliminary research to be scaled into larger effort analyzing trends in wine industry entrepreneurship

By Maegan Murray, 午夜剧场

RICHLAND, Wash. – From renowned winemaking regions to those that aren鈥檛 typically known for winemaking, business faculty from Washington State University Tri-Cities are studying why people start wineries in locations across the United States.

Wine is currently made in every state in the nation; however, there are wineries located in regions that may not be suitable for grape growing or that don鈥檛 have a heavy foundation in wine entrepreneurship, said Rhonda Hammond, 午夜剧场 assistant professor of hospitality business and wine beverage business management.

Study examines winemakers鈥� motivations

鈥淭here is a gap in data regarding entrepreneurship in the wine industry,鈥� Hammond said. 鈥淭here hasn鈥檛 been a lot of research conducted on wine entrepreneurship in the United States. Not all winemakers are established in the places best for winemaking.鈥�

Hammond, Byron Marlowe, clinical assistant professor and wine and beverage business management program coordinator, and Paul Skilton, associate professor of management, want to understand winemakers鈥� motivations and analyze major themes in entrepreneurship for wineries across the industry

In spring 2017, the researchers examined 307 U.S. wineries and vineyards as identified by Wine America, the national association of American wineries. They analyzed web and other digital media information to determine why wine makers chose various winery locations, and to see if location impacted success.

Location familiarity may trump best growing climate听

Hammond said their initial research indicates some winery owners, especially for those in regions that aren鈥檛 known for wine, may have sought out locations based on familiarity, regardless of whether the region鈥檚 soil, atmosphere, reputation and other conditions were conducive for winemaking. Others may import their fruit juice from other locations, she said.

鈥淚f people are already familiar with a place, then it makes it easier for them to be aware of opportunities and feel more comfortable starting a business in that location,鈥� she said. 鈥淪ome may also be able to import grape juice. Just because they may not be able to grow the grapes there, doesn鈥檛 mean they won鈥檛 be able to get the juice to produce wine.鈥�

Hammond said wineries located in climates unsuitable for grape growing may also make wine with other fruits.

鈥淭he definition of wine is fermented fruit juice,鈥� Hammond said 鈥淗awaii, for example, is making pineapple wine. With the ability to transport juices, winemakers can utilize materials from other regions.鈥�

The researchers plan to expand their research into a more extensive study where they will reach out to wineries across the country to assemble in-depth information about the wineries鈥� beginnings.

鈥淲e are hoping this can give us some direction and hopefully turn into something much bigger for the betterment of the wine industry,鈥� Hammond said.