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Abstract
Biltmore Winery is the most visited winery in the United States. Interestingly, the Biltmore Winery is located in Asheville, NC, a state that has not been considered a major wine area, as compared with northern California wineries, for example. More than one million people visit the estate annually and about 60% of estate visitors visit the Biltmore Winery. The goal of this study is to explore why the Biltmore Winery has been successful and how the winery has developed its competitive branding strategy. The results of the study provide insightful managerial implications for local wineries.
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