Rohnert Park, Calif.—Sonoma State University’s Wine Business Institute announced a new study, conducted by Dr. Kyuho Lee, associate professor of marketing, and Dr. Anisya Fritz, professional faculty at the Wine Business Institute and proprietor of Lynmar Estate Winery, linking winery hospitality to DtC sales. The study concluded that when consumers visit wineries their spending is directly linked to winery staff’s hospitality behaviors, such as kindness and willingness, as opposed to wine quality and reputation of the winery.

"The results of the study reveal that wineries can differentiate themselves by developing training programs that focus on specific staff hospitality behaviors that will drive sales," said Lee. The study has been accepted for publication in the Service Industries Journal.