Wine your way: How Missouri is redefining wine enjoyment for everyone

The Missouri Wine and Grape Board (MWGB) announced the launch of its latest campaign, Wine Your Way, designed to make wine discovery more approachable and personal for Missourians.

A key feature of this new campaign is the introduction of the Palate Profile tool on the MWGB website, created to empower wine consumers of every level to discover wines they’ll enjoy by aligning with their unique preferences - ranging from favorite flavor profiles and ingredients to even how they like their coffee.

Throughout the campaign, MWGB will encourage Missourians to sip wine with confidence knowing they have an ally in their wine journey.

Whether they’re wine connoisseurs, new to wine or unsure about where to start, MWGB wants them to know there’s no wrong way to enjoy Missouri wine.

“Missouri wine is for everyone, and we encourage Missourians to have their wine however they want, without judgment,” said Jim Anderson, Executive Director of the Missouri Wine and Grape Board. “Whether it's Chardonel with candy corn, Norton with nachos, or Traminette with toasted ravioli, enjoy the Missouri wine that makes you happiest.

"And for those who want to learn more about Missouri wines, we’re here to help expand your palate," Anderson continued. "And teach you all there is to know about Missouri wine, our wineries and how to enjoy it your way.”

To help those wanting to learn more about wine, MWGB’s Palate Profile tool is designed to guide followers by offering a wine suggestion based upon flavors users already know they enjoy.

The Palate Profile tool asks users a series of questions about their tastes, ingredients in a dish, preferences for other beverages and other types of wine they enjoy in order to provide the perfect recommendation to enjoy their way.

Along with helping Missourians feel confident and excited about their wine choices, the Wine Your Way campaign aims to bolster wine sales and winery tourism across the state by showcasing the incredible stories behind the wine, the wineries and the people who make it.

MWGB also will team up with Missouri restaurants, retailers, tourist locations, event spaces and notable hot spots to help spread the word that Missouri wine is perfect for anyone and any occasion.

By making Missouri wine more accessible, less intimidating and sharing the amazing stories behind it, MWGB hopes to attract a broader audience, including new wine enthusiasts and tourists, to Missouri’s wine scene.

“By highlighting the unique qualities of Missouri wines and encouraging people to enjoy it how they like, we’re not only nurturing a culture of wine appreciation, but also supporting our local economy,” Anderson said. “This campaign is a win-win for wine lovers and the state of Missouri.”

For more information about the Wine Your Way Campaign and The Missouri Wine and Grape Board, visit

https://missouriwine.org/.