North Carolina's emerging wine industry is a big part of the state's agricultural economy. As such, it should be able to appropriately promote itself at the State Fair in Raleigh.
Agriculture Commissioner Steve Troxler says the industry can provide a limited number of free samples to fair-goers. But he refuses to allow bottle sales. The wineries see no value in that arrangement. If they can't make a sale to satisfied tasters, it doesn't make sense to spend the money to run the sample operation. It doesn't make sense to us, either.
At the Dixie Classic Fair, wine tastings have gone off without a hitch for several years, fair officials say. But bottle sales are not allowed there, either.
North Carolina is well situated to be fertile wine country. An industry that included only a dozen wineries a decade ago now has 80. And the total economic impact of the industry is more than $800 million, according to the N.C. Wine & Grape Council.
With that much money and that many jobs involved in an agricultural pursuit, it only makes sense that the state's largest celebrations of agriculture include wine-industry representation.
This is especially important now. Most of North Carolina's wineries are small. They don't work through enormous business networks to place their products in chain groceries and wine shops. A lot of their retailing is right on the sites of their wineries.
The wine tasting is an effective sales method. Wine lovers come to the winery, pay a few dollars and taste samples. They can then buy the product on site and even sign up to receive regular shipments.
The state fair could prove to be the same kind of boon to these wineries, but only bigger. Fair officials expect at least 850,000 visitors this week.
Even considering that many of these visitors will have no interest in wine, the remainder is still a potential audience that dwarfs what any of these wineries could ever hope to see at their home locations.
Officials must be cognizant of the family nature of the fair. No one is suggesting the establishment of a saloon on the midway. But other states have established ways to protect the family-friendly nature of fairs and North Carolina can, too.
A designated wine-tasting area should be established. Adults, after showing identification to an enforcement officer at the gate, should be able to buy a limited number of samples. Those who find something they enjoy should be allowed to order bottles right there and then. Delivery could be made at the exit gate.
North Carolina diversified its agricultural economy long ago. Wine has enormous potential for this state. If implemented wisely, and we would expect that it would be, a State Fair wine-sampling and buying tent could provide an agricultural boost.
Email
Facebook
Google
Twitter
Favorites
More
Advertisement