MISSOURI CONSUMERS' PERCEPTIONS AND PREFERENCES FOR LOCALLY PRODUCED WINES AND OTHER BEVERAGES
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Questionnaires were sent to 8,000 randomly selected households in the higher income metropolitan areas of Kansas City and St. Louis. The surveys were designed to address consumers' awareness, perceptions, and impressions of Missouri's wines and other beverages. Initial results indicate that 47 percent of the respondents were not familiar with Missouri wines. Of those who were familiar with Missouri wines: 1) 82 percent rated the quality of Missouri wines as good or excellent, 2) 95 percent described the prices of Missouri wines as being moderate or inexpensive, 3) 41 percent thought Missouri wines were not as good as California wines, 4) 43 percent said Missouri wine supplies were not available, and 5) 74 percent responded that the taste of Missouri wines was better than expected.