Friday, May 23, 2025
Tennessee’s rich Appalachian heritage has found a fresh and exciting expression in a new tourism initiative spearheaded by Tennessee Hills and Waterfront Group. With a heartfelt commitment to honoring local traditions and revitalizing the region’s economy, this partnership has transformed Villa Nove Vineyards and the historic Watauga Lake Winery into a unique cultural destination in Johnson County.
Branded as the “Tuscanee” of Tennessee—a nod to Tuscany’s celebrated vineyards—the new Farm Vineyard & Winery and Tennessee Hills Copperhead Road experience combine the craftsmanship of local winemaking with the authentic soul of Appalachian moonshine distilling. This innovative fusion offers travelers a vibrant and immersive journey through Tennessee’s scenic hills, renowned vineyards, and storied outlaw heritage, all wrapped in rich storytelling and curated tasting experiences.
Stephen Callahan, founder of Tennessee Hills, emphasizes that the initiative is more than a commercial endeavor. It represents a tribute to the legacy of moonshine—the skilled people, the rugged landscape, and the enduring pride behind this iconic Appalachian spirit. The launch coincides with the unveiling of the Copperhead Road Landmark, immortalizing the cultural significance of the region and its deep connection to moonshine lore.
This feature explores how the new “Wine & Shine” tourism experience is set to invigorate Johnson County’s travel scene, celebrate Appalachian history, and attract a diverse range of visitors seeking authentic, high-quality cultural adventures in America’s scenic South.
A New Cultural Destination: The Tuscanee Farm Vineyard & Winery and Copperhead Road Experience
The transformation involves elevating Villa Nove Vineyards into a Tuscany-inspired Farm & Vineyard with an onsite winery and event spaces designed to provide refined, immersive wine experiences. Just minutes away, the Watauga Lake Winery grounds are being reimagined into the Tennessee Hills Copperhead Road Landmark, paying homage to the outlaw moonshine tradition made famous by Steve Earle’s song and locally championed by Stephen Callahan himself.
Situated amidst the stunning Cherokee National Forest backdrop, Villa Nove offers:
- Curated wine tastings featuring locally crafted wines
- An Italian-inspired menu blending Appalachian flavors with Mediterranean cuisine
- Panoramic 360-degree views of lush mountain landscapes
- Events and festivals celebrating the region’s viticultural and cultural heritage
Meanwhile, the Copperhead Road Landmark at Watauga Lake includes a mural of a 1949 Dodge sedan and offers visitors a chance to engage with moonshine history through tastings, tours, and interactive exhibits.
Preserving Legacy: Moonshine as More Than a Gimmick
Stephen Callahan stresses that this venture aims to elevate moonshine beyond stereotypes. It is positioned as a genuine cultural expression reflecting decades of tradition, craftsmanship, and regional identity. The moonshine experience is crafted to educate visitors on the artistry involved and to honor the heritage that shaped the Appalachian spirit.
The proximity of the landmark to the distillery allows for a cohesive visitor experience where storytelling, sampling, and scenic appreciation converge, creating an emotional connection to Tennessee’s past and present.
Impact on Johnson County: Tourism as a Pathway to Economic Renewal
The launch of the “Wine & Shine” tourism experience is timely, given the area’s recent challenges, including the devastation caused by Tropical Storm Helene. Both Tennessee Hills and Waterfront Group view this initiative as a vital means to revitalize the local economy, generate employment, and foster community pride.
By weaving together multiple properties and experiences under a unified cultural theme, the region now offers a diverse tourism product that appeals to:
- Wine enthusiasts seeking boutique vineyard experiences
- Cultural tourists interested in Appalachian history and storytelling
- Outdoor lovers attracted by the natural beauty of Cherokee National Forest and Watauga Lake
- Event-goers attending curated festivals and tastings
This holistic approach aims to create a sustainable tourism ecosystem that benefits local businesses and communities.
What Visitors Can Expect from the “Wine & Shine” Experience
Travelers exploring the Tuscanee region will enjoy a variety of offerings:
- Authentic craft wines from Villa Nove’s vineyards
- Moonshine tastings and educational tours at the Copperhead Road distillery
- Rich storytelling sessions highlighting Appalachian culture and history
- Scenic vistas perfect for photography, hiking, and outdoor activities
- Culinary experiences that fuse local ingredients with Tuscan inspirations
This blend of wine, spirits, culture, and nature crafts a distinctive regional identity attractive to both domestic and international visitors.
The Role of Storytelling and Branding in Tourism Success
The success of the new tourism experience heavily relies on strong storytelling and effective branding. Tennessee Hills and Waterfront Group have capitalized on:
- The cultural cachet of Copperhead Road and its musical heritage
- The romantic appeal of Tuscany’s wine country, adapted to the Appalachian setting
- Engaging marketing campaigns targeting heritage travelers and food and beverage tourists
- Collaborations with local artists and historians to ensure authenticity
Such strategies enhance visitor engagement, deepen emotional connections, and encourage repeat visits and word-of-mouth promotion.
Broader Tourism Industry Implications
This initiative illustrates broader trends within the travel industry emphasizing:
- Experiential and heritage tourism as key growth sectors
- Integration of local culture and natural beauty into tourism products
- The importance of community involvement and sustainability in tourism development
- The potential for regional tourism to aid in economic recovery after natural disasters
By serving as a model for other regions, the Tuscanee experience highlights how tourism can be a force for preservation and prosperity.
Looking Forward: Building on Early Success and Expanding Reach
As the “Wine & Shine” tourism experience gains traction, plans are underway to:
- Expand marketing efforts to reach national and international audiences
- Develop additional visitor amenities and infrastructure
- Host seasonal festivals and special events to maintain year-round appeal
- Foster partnerships with travel agencies and tour operators
These steps will help cement Johnson County’s position as a must-visit destination in the Appalachian region.
Conclusion: A Celebration of Culture, Craft, and Community in Tennessee
The launch of Tennessee Hills & Waterfront Group’s craft wine and moonshine tourism experience in the “Tuscanee” region marks an exciting new chapter for Appalachian tourism. By honoring local heritage, embracing natural beauty, and creating immersive visitor experiences, this initiative offers a blueprint for sustainable tourism that resonates with today’s travelers.
For those seeking authentic, culturally rich, and memorable journeys, Tennessee’s Tuscanee promises a blend of tradition, taste, and scenic splendor that invites exploration and celebration.
