Barbieri, Carla

Knollenberg, Whitney

English

Digital Commons @ TRU Library (Thompson Rivers University)

Critical Tourism Studies Proceedings 
Volume 2017 Article 73 
2017 
The (Re)Creation of Distilling Culture in North Carolina and Its 
Potential Impact on Tourism Product Development 
Whitney Knollenberg 
North Carolina State University, whitney.knollenberg@ncsc.edu 
Carla Barbieri 
North Carolina State University, ccarla_barbieri@ncsu.edu 
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Recommended Citation 
Knollenberg, Whitney and Barbieri, Carla (2017) "The (Re)Creation of Distilling Culture in North Carolina 
and Its Potential Impact on Tourism Product Development," Critical Tourism Studies Proceedings: Vol. 
2017 , Article 73. 
Available at: https://digitalcommons.library.tru.ca/cts-proceedings/vol2017/iss1/73 
This Abstract is brought to you for free and open access by Digital Commons @ TRU Library. It has been accepted 
for inclusion in Critical Tourism Studies Proceedings by an authorized editor of Digital Commons @ TRU Library. 
For more information, please contact apaterson@tru.ca. 
 
 
Title: The (Re)Creation of Distilling Culture in North Carolina and Its Potential Impact on 
Tourism Product Development 
Author: Whitney Knollenberg & Carla Barbieri 
Affiliation: North Carolina State University 
Contact: whitney.knollenberg@ncsc.edu 
Session Type: Presentation 
 
Abstract: 
The history and activities associated with the production, procurement, and consumption 
of distilled spirits are integral in North Carolina’s (NC) culture. The modern interpretation of 
these activities is often romanticized; however, the reality was that these activities resulted from 
North Carolinians trying to maximize resources during hard economic times. Recently, new 
economic opportunities related to distilling have arisen in NC, where entrepreneurs are 
answering consumers’ demand for high-quality spirits. 
The proliferation of the craft distilling movement in NC has led to the creation of 
attractions (e.g., distillery tours and tastings) which augment tourism products in urban and rural 
destinations. A similar process occurred with Kentucky’s Bourbon Trail, which has generated 
millions of dollars in direct spending and tax revenues (Kornstein & Luckett, 2014s). North 
Carolina’s distillers and their surrounding communities may gain tourism’s benefits if a 
statewide distillery-related tourism product can be developed. The challenge of conceptualizing 
and promoting NC’s distilling culture has emerged as the development of a distillery-related 
tourism product advances. The representation of culture in tourism requires industry leaders to 
address issues of power among stakeholders and utilize policy and planning to create an accurate 
and sustainable representation of culture (Caton & Santos, 2007; Pritchard & Morgan, 2001). 
The distillers are stakeholders who hold great power in the creation of distilling culture. 
Therefore, this exploratory study attempts to address the research question: How are NC 
distillers creating a distilling culture? 
Qualitative data from five in-depth interviews with distillers across the state was used to 
address the research question. Interviews were audio-recorded and analyzed using open and axial 
coding. Through the use of Grounded Theory, three major themes emerged related to the creation 
of distilling culture in NC. Some distillers are drawing on the state’s historic connection to 
distilling, which was often related to their own familial connections to production of moonshine: 
“But [my grandfather] always used to tell me that he had a doctor’s degree in bootleggin’ and he 
said that…when it gets in your blood, you can’t get it out” (Distiller 4). Other distillers connect 
their culture to craft production: “But in terms of what we’re doing, we make it all the way from 
scratch. To me, that is the future of the craft industry” (Distiller 3). Finally, many distillers 
described a culture that combined tenets of historic distilling with modern elements of craft 
distilling, specifically in the context of local foodways: “We’re primarily an orchard region.... 
And so our primary moonshine product would be a brandy, an apple or peach brandy for 
example” (Distiller 1). 
The existence of multiple interpretations of distilling culture may prove challenging in 
efforts to establish distillery-related tourism products. It may be difficult for distillers developing 
a craft culture to accept and contribute to a culture focused on historic moonshine production. 
Such discrepancies could lead to problems in creating an inclusive tourism product. Thus, the 
approach to creating a culture which respects elements of distilling’s history in NC while 
incorporating craft production may prove most appealing to the distillers. 
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Knollenberg and Barbieri: The (Re)Creation of Distilling Culture in North Carolina and Its
Published by Digital Commons @ TRU Library, 2017
 
 
 
References: 
Caton, K., & Santos, C.A. (2007). Heritage tourism on Route 66: Deconstructing nostalgia.  
Journal of Travel Research, 45(4), 371–386. 
Kornstein, B., and Luckett, J. (2014). The Economic and Fiscal Impacts of the Distilling Industry  
in Kentucky. Retrieved from: http://usi.louisville.edu/wp-content/uploads/2014/12/KDA- 
USI-Final-Report-2014.pdf 
Pritchard, A., & Morgan, N.J. (2001). Culture, identity and tourism representation: Marketing  
Cymru or Wales? Tourism Management, 22(2), 167–179. 
 
  
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Critical Tourism Studies Proceedings, Vol. 2017 [2017], Art. 73
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The (Re)Creation of Distilling Culture in North Carolina and Its Potential Impact on Tourism Product Development

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The (Re)Creation of Distilling Culture in North Carolina and Its Potential Impact on Tourism Product Development

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