Unlocking the treasures of the Shawnee Hills Wine Trail: a welcoming and winsome wealth of untapped winemaking potential

ABSTRACT

The Shawnee Hills Wine Trail is an AVA region in Southern Illinois that is an undiscovered attraction with untapped potential in viticulture and winemaking. This case study aims to discover the most notable features of this wine-growing region and how its wineries can be improved to enhance quality and notoriety. To address these issues, the 12 wineries on the trail were visited, surveys were distributed to customers (n = 109), and extended oral history interviews were conducted with owners or representatives of the wineries (n = 9). Results show that the primary motivations for customer consumption of wine are social experience and relaxation. Surveys and interviews reveal that the natural beauty of the area enhances relaxation and that the welcoming atmosphere enhances socializing. It is perceived that wineries can be improved by decreasing incidence of intoxication, which is possible by customer education to enhance appreciation of complex varietals over sweet, overly palatable wines. This strategy will increase popularity and production of complex, quality varietals that are worthy of international attention.

KEYWORDS:

• Wine tourism
• Shawnee Hills Wine Trail
• Southern Illinois
• natural beauty
• welcoming social atmosphere
• relaxation

Acknowledgements

I would like to thank my mentor, Dr Holly Hurlburt for providing guidance and motivation throughout this project. I am also grateful to Dylan Gibson for his integral transportation and photography services. Dr David Gibson was also was essential in editing and support. Furthermore, this project would not have been possible without the foundational outlet provided by the Southern Illinois University Honors Program and the authorization of Southern Illinois University Human Subjects Committee. Last but not least, the incredible cooperation of owners of the Shawnee Hills Wine Trail and the participation of customers on the trail was absolutely key to this project.

Disclosure statement

No potential conflict of interest was reported by the author.