The respondents also rated the quality of the wine with the AVA label higher than wines from New Jersey. From the results, consumers are willing to pay more for wines with the AVA label than other alternatives where “New Jersey” is noted. To shed more light on AVAs’ merit, the impact of a New Jersey AVA on consumer willingness to pay (WTP) is examined with a choice experiment. Conversely, if AVAs stimulate consumer preference, AVA is transformative in marketing terms, which enhances less-prestigious wine regions AVA can thus provide economic development opportunities for the less-prestigious wine regions and potentially enhances land value in these rural regions (Cross, Plantinga, and Stavins, Reference Cross, Plantinga and Stavins2011b). If AVAs do little to stimulate consumer preference, it substantiates the opponents’ claim, resources are wasted in creating meaningless identities of appellations. This claim, however, has received little attention in the literature. In replacing a less-prestigious origin with an AVA, it causes consumers to overlook potentially negative quality that the less-prestigious origin implied, even though the AVA is itself unknown to consumers (Davidson, Reference Davidson2013 Smith, Reference Smith2013). On the other hand, some winemakers argue that AVA’s merit exists in a more nuanced way. Nevertheless, the proliferation has prompted suggestions that AVAs are both confusing and meaningless, thus having no positive effect on consumer preference (Atkin and Johnson, Reference Atkin and Johnson2010 Johnson and Bruwer, Reference Johnson and Bruwer2007b). wine region, Napa, was relatively unremarkable until the 1960s (Alcohol and Tobacco Tax and Trade Bureau, 2020a Taber, Reference Taber2006). There are now 248 AVAs nationwide, noteworthy given that the first prestigious U.S. Vintners and winemakers in these less-prestigious regions have used the American Viticultural Area (AVA) to establish designated wine regions (Chace and Smith, Reference Chace and Smith2013). wine production, more than half of the wineries are in other states, which are in general less famed than the Golden State in winemaking (Statista, 2019). ![]() While California accounts for 86% of U.S. There were 9,654 wineries in 2018, up from about 1,000 in 2001 about 25,000 farms are engaging in viticulture (Bureau of Labor Statistics, 2018 Statista, 2019). A similarly modeled site,, focuses on Sonoma County wine country.The number of wineries and vineyards in the United States has rapidly expanded. It’s a bit slow and clumsy to move between pages and you’ll need some patience to navigate and wait for a new page load, but may be useful for initial wine-themed trip planning. You can also hone your search through regional filters that cover most wine-producing regions of the world and even down to the appellation level. A combination of hovering over the icon and zooming in will activate a popup info box with the name and address of the site. offers a view of wineries and wine bars, identified by icons on a map. The site is a little rudimentary and confusing to navigate-almost like he started something cool then abandoned it when technology got more sophisticated, but it’s a fun poke around with a glass of wine. Master sommelier Fernando Betata hosts a series of interactive maps on his site, some of which are Google Earth tours of regions (Germany, Burgundy’s Cote de Nuits, Madeira and Santorini) and others that use Google Earth-type technology to zoom in and out and offer popups with appellation-specific information such as notable vineyards, area size, soil, stylistic notes. Honing in on a specific AVA brings up options to see the legislation that designated the AVA (Federal Register and other dockets), and what’s cool about that is you can see all the rigorous requirements attached to creating an AVA-distinguishing soil and geology features, climate, elevation, etc. ![]() ![]() The “Add to my AVA” feature lets you create a reference library. The site contains good, if basic (just the facts, ma’am!), information about existing and proposed AVA boundaries. Not surprisingly, the AVA Map Explorer is a bit of a visual bore, but you can change the base maps to street views, topo maps or satellite. Surprisingly, The Alcohol and Tobacco Tax and Trade Bureau hosts a pretty decent interactive map of American Viticultural Areas. Basic but accurate information on American Viticultural Areas from the gov.
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