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Focuses on the importance of understanding the wine tourism market and its implications for marketing, in order to position an emerging wine route in the Niagara region. It is stated that the region is not only home to Niagara Falls but also home to an emerging wine route with more than 50 wineries. The article provides three main factors which have attributed to the transformation in the wine industry. While discussing food and marketing strategies, it states that the Niagara Wine Route has two distinct clusters. As wineries in the east are in the tourist town of Niagara-on-the-Lake, these receive many international visitors, while wineries in the west are not typically on a tourist route and so these receive more domestic tourists. Based on results of a visitor survey at eight wineries, the article presents the illustration of different markets that visit the Niagara Wine Route and suggests possible implications for marketing strategies for this emerging wine route. In conclusion, it is stated that as there exist many similarities between visitors to the west and east, the need to understand differences might help to better position a winery in the increasingly competitive market place. [ABSTRACT FROM AUTHOR]