It’s official. Lubbock is a better wine region than the Hill Country, and has the best tasting room in the state, according to USA TODAY 10BEST Readers’ Choice Awards.
The 10BEST Readers’ Choice Awards had people vote in 12 categories, all about wine. Lubbock earned accolades in two categories – Best Wine Region and Best Wine Tasting Room.
Not only did these awards confirm what Lubbock’s wine enthusiasts already knew, it also added another log to the fire of the Texas High Plains vs. Hill Country wine rivalry.
In the Best Wine Region category, the Lubbock area took the 8th spot while the Hill Country took 9th. Lubbock’s region covers the Texas High Plains American Viticultural Area.
This area has low humidity, higher altitude, flat land, and a soil that lends well to a variety of wine grapes. It also is home to many Texas vineyards and wineries, including Llano Estacado, McPherson Cellars, English Newsom Cellars, and Adelphos Cellars.
People can sign up for a Texas High Plains Wine Trail, which is a mobile pass to receive discounts, and arrange visits and tastings across the region.
Best Wine Region winners included:
McPherson Cellars, 1615 Texas Ave., took 10th and is the only Texas location in the Best Wine Tasting Room category. The nomination team noted that the downtown location, formerly a Coca Cola bottling plant, is just one of the many reasons to check out the space.
“Enjoy a glass, bottle, or flight tasting experience at their outdoor patio or inside the lofty indoor event space and tasting room,” the 10BEST team stated. “The venue is large enough for weddings or special events, and if your tasting group includes 5 people or fewer, you don’t need to make reservation.”
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Madison White, hospitality director for McPherson Cellars, believes the family-owned business also stood out for its history, hospitality and quality. Doc McPherson started growing grapes at the 15-acre Sagmor Vineyard outside of Lubbock in 1968. Doc’s dedication and experimentation became a launching point for the region’s growth.
“We’re proud to showcase what the Texas High Plains AVA has to offer and to be part of an ever growing, passionate wine community here in Lubbock and beyond,” White said. “Being the only Texas winery to make the list makes it even more meaningful. We’re so lucky to represent Texas High Plains wine on a national stage. This recognition would not be possible without the support from our community, our visitors and everyone who believes in Texas wine.”
White also noted the tasting room’s focus on being a welcoming, educational space for wine beginners and longtime enthusiasts.
“We put so much heart into creating a space that’s welcoming, approachable and educational for all,” White said. “We hope that spirit comes through in every guest experience! We can’t wait to welcome you in for a glass.”
McPherson Cellars is open from noon to 7 p.m. Tuesday-Saturday at 1615 Texas Ave.
The other nine winners in this category are:
Texas saw three more winners in three categories: Best Wine Festival – GrapeFest in Grapevine placed 7th; Best Wine Tour Company – Cottonwood Wine Tours in San Antonio placed 6th; and Best Winery Tour – Grape Creek Vineyards in Fredericksburg placed 7th.
Other categories in the awards included Best Boxed Wine, Best Non-Alcoholic Wine, Best Wine Bar, Best Wine Club, Best Wine Country Hotel, Best Wine Shop, and Best Winery Restaurant.
This is not the first time USA Today teams have recognized Lubbock’s food and drink scene. In October 2024, 10BEST named Monomyth, 2024 Broadway, as the Best Independent Coffee Shop in the nation.
Jimenez y Friends, 4606 34th St., a Mexican/barbecue restaurant, made headlines in February 2025 as part of USA TODAY’s 2025 Restaurants of the Year.
Alana Edgin writes about business for the Lubbock Avalanche-Journal. Got a news tip? Contact her via email at aedgin@lubbockonline.com.
This article originally appeared on Lubbock Avalanche-Journal: Lubbock wine beats Hill Country in Readers’ Choice Awards
Reporting by Alana Edgin, Lubbock Avalanche-Journal / Lubbock Avalanche-Journal
USA TODAY Network via Reuters Connect
