Workshop wine Wednesdays: change in behavior around local wines

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Watrelot, Aude (author), Francis, Sarah (author), and Smith, Sarah Al-Mazroa (author)
    Format:
    Journal article
    Publication Date:
    2025-02-15
    URL:
    https://open.clemson.edu/joe/vol63/iss1/19/
    Published:
    USA: Extension Journal, Inc.
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 209 Document Number: D13562
    Journal Title:
    The Journal of Extension
    Journal Title Details:
    63(1)
    Subject Term:
    behavior, California, USA, educational programs, local programs, marketing, marketing research, marketing techniques, wine, behavioral changes, local products, behavior change, wine producers, local farmers, local economy, and tourism education
    Notes:
    Wine workshops hosted at local wineries positively impacted the behavior of Iowa wine consumers. Many participants (75%) reported visiting an Iowa winery following the workshop. The percentage of participants consuming Iowa wines increased by 20.6% (p < 0.001) following the workshop. Based on these outcomes, it appears these three hour wine workshops are a very useful opportunity for consumers to be engaged and involved, and to learn about local grapes and wines as well as to improve their behavior toward local products.

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