We were asked by a friend who had moved up the marketing chain from grape grower to winemaker if adding a tasting room would make sense and, if so, what should he keep in mind when developing it. We asked questions that are important for both new and existing tasting rooms. In particular: Is location important? What do people look for in tasting rooms? Do they buy wine in tasting rooms? What Was Done We surveyed tasting room visitors at eight different sites: four on-site tasting rooms (locate...