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Lubbock wine beats Hill Country in Readers' Choice Awards

Lubbock's McPherson Cellars Shines in USA Today 10Best Readers' Choice Awards, Highlighting Texas Wine Excellence

In a resounding affirmation of Texas's burgeoning wine industry, McPherson Cellars in Lubbock has emerged victorious in the prestigious USA Today 10Best Readers' Choice Awards. The winery, a staple of the High Plains wine scene, clinched top honors in categories celebrating the best of American viticulture, with particular nods to its innovative blends and commitment to sustainable practices. This win not only spotlights Lubbock's role as a powerhouse in Texas wine production but also draws intriguing parallels to the more traditionally celebrated Texas Hill Country region, underscoring the diverse terroirs that make the Lone Star State a rising star on the national wine map.

Founded by Kim McPherson, a legendary figure in Texas winemaking, McPherson Cellars has long been synonymous with quality and innovation. Kim, son of the late Dr. Clinton "Doc" McPherson, who is often credited as the father of modern Texas wine, took over the family legacy in the 1970s. The winery, located in the heart of Lubbock's historic Depot District, operates out of a restored Coca-Cola bottling plant, blending industrial charm with artisanal craftsmanship. Over the years, McPherson Cellars has garnered a loyal following for its bold reds, crisp whites, and unique varietals that thrive in the arid, high-elevation climate of the Texas High Plains American Viticultural Area (AVA). This region, encompassing over 8 million acres, benefits from cool nights and intense sunlight, conditions that produce grapes with concentrated flavors and balanced acidity—qualities that have propelled Texas wines onto international stages.

The USA Today 10Best Readers' Choice Awards, an annual contest that relies on public voting to determine winners across various lifestyle and travel categories, featured McPherson Cellars in its "Best Winery" lineup for 2025. Readers from across the country cast their votes over a four-week period, evaluating nominees based on factors like wine quality, visitor experience, ambiance, and overall hospitality. McPherson Cellars edged out competitors from established wine regions like California's Napa Valley and Oregon's Willamette Valley, as well as fellow Texas contenders. What makes this achievement particularly noteworthy is the inclusion of Texas Hill Country elements in the broader conversation. While Lubbock is geographically distant from the rolling hills and limestone-rich soils of places like Fredericksburg and Driftwood, the awards highlighted how Texas's wine identity is multifaceted. Hill Country wineries, known for their Mediterranean-style varietals and scenic tasting rooms, often dominate perceptions of Texas wine tourism. However, McPherson's win serves as a reminder that the High Plains, with its vast vineyards supplying over 85% of Texas's wine grapes, is the unsung hero driving the industry's growth.

Kim McPherson himself expressed delight at the recognition, emphasizing the collaborative spirit of Texas winemakers. "This award isn't just for us; it's a win for the entire Texas wine community," he said in a recent interview. "We've worked hard to showcase what the High Plains can offer—wines that are elegant, approachable, and true to our terroir. Beating out some of the nation's top wineries shows that Texas is no longer an underdog." The winery's flagship offerings, such as the award-winning Reserve Roussanne—a white wine with notes of pear, honey, and almond—and the robust Sangiovese, have been pivotal in earning this acclaim. These wines reflect McPherson's philosophy of minimal intervention, allowing the grapes' natural characteristics to shine through.

The Texas Hill Country, often romanticized for its picturesque landscapes and events like the Fredericksburg Wine Trail, has its own share of accolades in the USA Today awards. Several Hill Country establishments, including Pedernales Cellars and Becker Vineyards, received honorable mentions or wins in subcategories like "Best Wine Tasting Experience" and "Best Vineyard Views." This dual spotlight on Lubbock and Hill Country illustrates the symbiotic relationship between Texas's wine regions. Grapes from the High Plains frequently find their way to Hill Country winemakers, who blend them into acclaimed bottles. For instance, the High Plains' Viognier and Tempranillo varietals provide the backbone for many Hill Country rosés and reds, creating a statewide network of excellence.

Economically, this recognition is a boon for Lubbock and the broader Texas wine sector. The Texas wine industry contributes over $13 billion annually to the state's economy, supporting thousands of jobs in agriculture, tourism, and hospitality. Lubbock, with its cluster of over a dozen wineries and the Texas Tech University's viticulture program, is positioning itself as a wine destination. McPherson Cellars alone attracts thousands of visitors each year, offering tours, tastings, and events like harvest festivals that immerse guests in the winemaking process. The USA Today award is expected to boost tourism, with projections of a 20-30% increase in visitors to the region. Local officials, including Lubbock's chamber of commerce, are already planning promotional campaigns to capitalize on the buzz, highlighting the city's blend of cowboy heritage and sophisticated wine culture.

Beyond the immediate impact, this win underscores broader trends in American wine consumption. Consumers are increasingly seeking out domestic alternatives to European imports, driven by a desire for sustainability and local sourcing. Texas, with its emphasis on drought-resistant varietals and eco-friendly farming, fits perfectly into this narrative. McPherson Cellars, for example, employs water-conserving irrigation techniques and solar power at its facilities, aligning with the growing demand for "green" wines. The awards also reflect a democratization of wine appreciation, where reader votes level the playing field against critic-driven accolades like those from Wine Spectator or Robert Parker.

Looking ahead, McPherson Cellars has ambitious plans to expand its portfolio. New releases include experimental blends incorporating lesser-known grapes like Mourvèdre and Albariño, adapted to the High Plains climate. The winery is also enhancing its visitor experiences with virtual tastings and partnerships with local chefs for wine-paired dinners. In the context of Texas Hill Country, there's talk of collaborative events, such as cross-regional wine festivals, to bridge the geographical divide and promote Texas as a unified wine powerhouse.

This achievement comes at a pivotal time for Texas wine. With climate change posing challenges to traditional regions like California, areas like the High Plains offer resilience through their elevation and weather patterns. Experts predict that by 2030, Texas could rival states like Washington in production volume. McPherson's win is a testament to the perseverance of pioneers like the McPherson family, who transformed a cotton-dominated landscape into a viticultural haven.

For wine enthusiasts, a visit to McPherson Cellars is more than a tasting—it's a journey through Texas history. From the dusty plains that yield vibrant grapes to the elegant bottles that grace tables nationwide, this Lubbock gem embodies the spirit of innovation. As USA Today readers have affirmed, McPherson Cellars isn't just a winery; it's a beacon for the future of American wine. Whether you're a connoisseur of bold reds or a fan of scenic Hill Country drives, Texas's wine story is one worth savoring, one award-winning sip at a time.

In celebrating this milestone, it's clear that Lubbock's contributions are reshaping perceptions. The High Plains may not have the rolling vistas of Hill Country, but its wines pack a punch that resonates with voters and vintners alike. As the industry evolves, expect more surprises from the Lone Star State, where tradition meets tenacity in every glass.

Read the Full Lubbock Avalanche-Journal Article at:
[ https://www.lubbockonline.com/story/business/2025/07/30/lubbock-wine-mcpherson-cellars-win-usa-today-10best-readers-choice-awards-texas-hill-country/85423208007/ ]