The wine tourism literature is still in its nascent stage as far as the conceptualization of the winescape construct is concerned. In our study 407 responses are collected through a self-administered survey in an Australian wine region. This research contributes to the winescape knowledge base using a triad of methods and a measured multilayered approach by first applying content analysis to the holistic or free-text technique to measure wine region image. Having identified a number of winescape elements, the pick-any technique is then used to further validate the existence of the winescape elements and some of its dimensions. Finally, we empirically validate a 25-item winescape scale through a measurement model, using a macroapproach (viewing the winescape as a wine region or route) and servicescape theory as framework. The winescape scale tests and extends the applicability of the servicescape framework to the macrocontext of a wine region.