We measure the effects of consumer-perceived regional brand equity on future intentions toward regional wine purchases and winery visits for U.S.-based North Carolina (NC) wines. Visitor data were collected at 23 regional wineries, including demographics, motives, and perceptions of and intentions toward NC wines. SPSSTM and SmartPLSTM were employed in analyzing the model presented. Knowledge and regional wine brand equity influence wine consumer motives, which in turn affect intentions. Product-centered motives were more important than experience motives for visiting regional wineries.