By comparing consumer data from two surveys (2006 and 2021), the current study analyzes factors contributing to changes in consumer attitudes toward local wines in an emerging region. Results of two regression models indicate that over a 15-year period Texas wines have improved in quality and earned a higher reputation among local consumers. Three factors—visiting local wine festivals, higher incomes, and recommending local wines to others—played a particularly significant role in paying higher prices for local wines. Three attributes—wines are well-known, good quality, and better than expected—significantly contributed to changes in attitudes over time.