Wine has long been a part of human culture, harkening back to deep traditions in ancient, religious, cross-cultural, political, and even military contexts. Recently, the question of alcohol’s impact on health has become a point of debate and contention in the wine sector and the global wine market. A new tide of neo-prohibitionist endeavor has coincided with an increased focus on health, both in regards to alcohol and more broadly. Meanwhile the U.S. wine market, the established global leader in wine sales value, and the wider global wine market, have declined in wine consumption and value. Taken together, these dynamics beg the following questions. Why are fewer consumers adopting wine, and what is wine’s impact on health and well-being? This dissertation investigates these questions and subsequent themes in three parts. The first chapter features a literature review using a framework-based approach. The review examines empirical research regarding the wine tourism experience, with the scope limited to the consumer perspective. The findings indicate that new and further specified theoretical approaches are warranted, that wine’s impact on psychological well-being has primarily been investigated in terms of hedonic (i.e. emotional) well-being, and that the wine’s place of origin is a key consideration. The second and third chapters respond to these important gaps in the literature with online surveys of U.S. wine consumers regarding Territorial Wine Brands (i.e. the product-centric face of wine regions). Both chapters are framed by Self-Expansion Theory (SET), and the third chapter presents a novel synthesized perspective of SET and Service-Dominant Logic. The second chapter focuses on how consumers come to adopt wine into their lifestyle and ultimately develop emotional bonds with wine regions. The third chapter examines the linkage of consumers perceiving value in the wines from a particular region, subsequently facilitating emotional bonding with the region, and ultimately enhancing their psychological well-being through the process. Broadly speaking, the findings indicate that any full accounting of wine’s impact on health, to be consistent with the World Health Organization’s tripartite framing of psychological, social, and physiological well-being, must at minimum consider the psychological benefits of wine as a trade-off against any claims of deleterious impacts on physiological health.