Newswise — According to a recent study, the Pennsylvania wine industry is expected to prosper in the coming year. With residents spending less money on long vacations this summer and more time planning day trips, vineyards are projected to reap the benefits of the scaled back travel plans.
"Based on what we have learned," says researcher Nancy Childs, Ph.D., professor of food marketing at Saint Joseph's University in Philadelphia, "we see attractive potential for Pennsylvania wines in 2009. Consumers find vineyards a preferred and fun destination to pair with other sites as they explore local attractions."
In the study, which gauged consumer interest and attitudes toward the Pennsylvania wine industry, Childs found the sluggish economy had not hurt the state's vineyards. Rather, interest at a number of wineries statewide is increasing.
The survey included participants age 21 and over who purchased wine in the past 24 months. Of the participants surveyed, 52 percent reported visiting a Pennsylvania vineyard; 27 percent of these respondents reported visiting state wineries five or more times. Childs notes the reputation of the winery and the vineyard experience are motivating factors for consumers, followed by a desire to "buy local."
For more information on the research: "Quantitative Research Report on Wine Consumer Interest and Attitudes Toward Pennsylvania Wines and Wineries," presented during the 2009 Pennsylvania Winery Conference in State College, Pa.,
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