Wineries provide diverse tourism experience, which include wine tasting, gastronomy, education, and more. The primary focus of this study is to investigate the extent of visitors’ perceived value of a winery’s attributes and whether that determines the level of satisfaction and loyalty to the winery. The study also investigates whether visitor’s levels of perceived value differ according to their levels of wine involvement. The study uses an online survey with winery visitors intercepted at Wisconsin wineries. The analysis involves both confirmatory factor analysis and structural equation modelling. The study identifies that perceived values primarily indicate emotional and service values. While the enjoyment level of wine involvement is positively related with perceived value, expertise level of wine involvement is negatively related. Lastly, positive relationship is identified among the perceived value, satisfaction and winery loyalty. Equipped with an understanding of wineries’ visitors, winery can provide services that are better tailored to visitors.