Abstract
The wine industry in North Carolina (NC) has grown from 12 wineries in 2000 to nearly 200 wineries in 2019, with 10 new wineries opening annually. The biggest concerns for fast growing industries is ensuring product quality and sustainable markets. Businesses that occupy dominant positions in the region have much at stake and also have responsibility for ensuring that newcomer wineries uphold the goals of quality wine and experiences for winery visitors. This paper reports on qualitative interviews with winery leaders in North Carolina to comprehend their influence and their strategies for facilitating wine quality and sharing knowledge among wineries across the state. The paper provides insights to any emerging wine region that is focused on wine quality and strengthening regional wine economies.
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