... muscadine wine. A premium WTP for a TN muscadine over a NC muscadine exists among TN consumers. Among the most influential reasons why consumers chose the TN muscadine were beliefs that purchasing local wines helps local wine grape growers and local economies. Originality/value This study provides...

... from direct selling to restaurants because the process of direct selling can help wineries, especially newly developing local wineries, promote their wines and establish brand recognition. This research explores restaurateurs' attitudes toward local wines based on the investigation of the wine product...