Wine tourism has increased in popularity in the United States. Nevertheless, many wineries located in rural areas are not well known and have been understudied. On the other hand, the senior market has demonstrated to have great potential for tourism. However, studies regarding senior tourism behaviors including spending, are scant. This research aims to reduce this research gap by analyzing spending habits of senior population who visit rural wineries. By using a qualitative approach this study will be able to: a) Identify the characteristics and profile of senior travelers; b) Determine the underlaying reasons of senior visitors’ expenditure patterns; c) Provide theorical and practical implications related to rural wine tourism. Those implications will help business owners and policy makers develop strategies that promote the development of wine tourism in the country.