By Blake Jackson
A new study by Penn State researchers suggests Pennsylvania could have a signature wine grape: Grüner Veltliner. This cool-climate grape, already gaining recognition, has the potential to boost the state's wine industry and tourism.
Grüner Veltliner vines were first planted in Pennsylvania around 2003. While production is still modest, researchers believe it could become a point of differentiation for the state.
"Being associated with grüner veltliner wines could increase tourism and be used in marketing to highlight local cuisine and history," said lead researcher Kathy Kelley.
The study involved consumer surveys and evaluations of Pennsylvania-grown grüner veltliner. The results were promising:
- Two-thirds of participants had no prior experience with grüner veltliner.
- Yet, 77% expressed interest in trying it.
- Similarly, 67% were likely to seek out and buy Pennsylvania grüner veltliner.
The study also identified "variety seekers" as the most promising target market. These consumers are open to trying new wines and appreciate diversity in their choices.
"Efforts to promote lesser-known wines need to focus on identifying these likely buyers," said Kelley.
The study's findings suggest potential consumer demand for a signature Pennsylvania wine. It also provides valuable insights for targeted marketing and promotion.
Following the model of other wine regions, Pennsylvania will likely need to invest in promoting grüner veltliner.
"But if grüner veltliner wines gain a reputation for quality, consumers are expected to explore other local products," said Kelley, leading to further economic benefits.
The study's conclusion is clear: Establishing grüner veltliner as a signature grape varietal could be a wise move for Pennsylvania's wine industry.
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Categories: Pennsylvania, General