The idea behind the market study was to help growers understand the climate adaptation strategies available to them, the costs associated with these decisions, and finally, how consumers perceive them. For one, it only considers adaptation strategies for winegrape growers and doesn’t explore climate mitigation strategies, which would help growers to decarbonize production and have an overall lighter impact on the climate. Balic believes that winegrowers are not likely to invest in any adaptation strategies unless they are likely to pay off. Similarly, the results of the study didn’t surprise Greg Jones, a wine climatologist and CEO of a winery based in Oregon. “The research says something important, people would be willing to pay more for [these wines],” he added.