North Carolina’s wine and grape industry continues to grow and increase in economic importance to the state. Recognizing this fact, the North Carolina Wine and Grape Council and the North Carolina Department of Agriculture and Consumer Services funded a research project, through the Bryan School of Business at the University of North Carolina at Greensboro, to develop North Carolina’s first Strategic Plan for North Carolina’s Wine and Grape Industry (2014-2019). The research was conducted over the summer and fall of 2013 by faculty from the Bryan School’s Department of Marketing, Entrepreneurship, Hospitality and Tourism. The study was released to the public in July 2014. Among the key findings are:
- Ensuring the quality of North Carolina grapes and wines to drive sales, and increase positive brand recognition and consumer confidence;
- Continued funding and research in enology, marketing, viticulture and wine/grape business;
- Enhanced marketing to inform and promote the impact and benefits of the industry;
- A focus on wine tourism, which has solid consumer interest; and
- Advocating for a regulatory environment that equalizes peer state advantages and manages costs.
Full version of the Strategic Plan: http://www.uncg.edu/bae/or/WINESTRAT-Final-Report-2014.pdf