Sonoma State study finds cultural values shape winery tasting room expectations worldwide
Research offers first evidence-based framework to help wineries serve a more global visitor base
ROHNERT PARK, Calif. — California winery tasting rooms are welcoming increasingly diverse international visitors, but a new study from Sonoma State University suggests many experiences are not designed with them in mind.
Based on a survey of 809 wine consumers in the United States, France, South Korea, and China, the research finds that measurable cultural values — not just personal taste — strongly influence what visitors expect from a winery experience. The findings provide the industry with its first data-driven framework for designing experiences for a broader global audience.
“Walk into almost any California winery tasting room and the experience has been designed with a particular visitor in mind — one who already knows wine,” said lead researcher Dr. InHaeng Jung of the Wine Business Institute at Sonoma State University. “That visitor is no longer the only one showing up.”
As wine tourism expands into markets where wine culture is relatively new, visitors arrive with expectations shaped by different cultural values and relationships with wine. The study measures these differences across six cultural dimensions, alongside wine attitudes and experience preferences.
Key findings:
- Different cultures, different expectations: Visitors from established wine cultures, including the United States and France, prioritize aesthetics such as scenery and atmosphere. Those from newer markets favor entertainment, novelty, and social engagement.
- Future-oriented consumers seek deeper experiences: Long-term orientation was the strongest predictor of richer expectations, including greater interest in learning, immersion, and engagement.
- Structure matters for some visitors: Those with high uncertainty avoidance prefer guided experiences and place greater importance on clear cues such as signage, cleanliness, and knowledgeable staff, especially in France and South Korea.
- Wine interest reshapes preferences: Highly involved wine consumers rely more on their own knowledge, while less experienced visitors prefer structured experiences, requiring different design approaches.
The research was conducted with Magalie Dubois of Burgundy School of Business, Tian Ye of Leeds Beckett University, and Anqi Luo of Hong Kong Polytechnic University. It was supported by a grant from the Great Wine Capitals Global Network. Findings will be presented at the 2026 Great Wine Capitals Annual Conference in Hawke's Bay, New Zealand.
“This research arrives at a critical moment for the wine industry. As wineries work to engage a more culturally diverse and global visitor base, Jung’s study provides evidence-based insight into how cultural values shape what guests expect, value, and remember from a winery experience,” said Liz Thach, MW, president of the Wine Market Council.
In her next phase of research, Jung is conducting a national study on how tariff and trade policy changes are affecting U.S. wineries and shaping their strategic responses. Findings will inform academic research and industry practice. All U.S. winery operators are invited to participate; the online survey in support of the tariff-related research can be found linked here.
