Abstract
The Texas wine industry is expanding in scale and reputation during a period when sustainability concerns are increasingly visible and valuable to grape growers and wine producers in Texas. Most vineyard hectarage in Texas is in the High Plains and Hill Country American Viticultural Areas (AVAs), which rely on regional aquifers for water. With projections of more frequent droughts, understanding water usage in the wine industry is crucial to its ongoing success. This study examines Texas grape growers' water use and perceptions of water management, focusing on techniques that enhance grapevine water use efficiency. This research employs survey and interview methodologies to provide needed insights into the state of water management in the Texas wine sector. Results show drip irrigation was used by all respondents, but data‐driven technologies and strategies are underutilized by growers. Results also reveal a lack of concern among growers for current and future water resource availability. Recommendations include increased awareness among growers of the benefits of data‐driven technologies and strategies that facilitate efficient water use management. Further research should examine the role of education in the implementation of water use efficiency strategies.