This research looks at a new wine area which is also developing a reputation for wine tourism, based on the lifestyles of both the customers and the vignerons. Visitor motivation and experience are examined and the question of which business wineries are in is also posed. It appears that the typical wine tourist is older, wealthier and better educated than average and, surprisingly, may well live in the area. A day out relaxing, wining and dining in the country is the prime motivation and customers may well return to repeat the experience or recommend it to a friend. These customers do not see themselves as wine experts and actually spend more money on food than wine. In terms of values they are likely to be "funlovers" and "achievers" as opposed to "belongers". The key factors affecting customer satisfaction are cleanliness of the winery, friendliness and helpfulness of staff and the ambiance of the venue. The key contribution for wineries is to understand what business they are in and then position and market themselves accordingly.