Tennessee recently changed its wine-marketing laws to allow wine sales in food-retailing facilities, and industry implications are still emerging. Using data from 500 wine consumers in Tennessee, this study measures willingness to pay for a Tennessee-labeled wine sold from the anticipated retail outlet. Results show consumers would pay a premium for a Tennessee red or white wine. Older females are more likely to anticipate purchasing Tennessee wine at grocery stores, convenience-oriented lower-income consumers at big box stores, and price-conscious consumers at warehouse clubs.