This chapter examines the use of hybrid grapes versus Vitis Vinifera, as an opportunity to enhance sustainability in wine making and wine tourism, in the face of climate change and other threats to sustainability in winemaking. Hybrid grapes, that is grapes that are crossbreeds of grapes from the standard Vitis Vinifera varieties and other grape cultivars, offer significantly improved disease resistance and the ability to survive in much colder climates. This allows for enhanced eco-sustainability in winemaking, with much lower use of pesticides and fertilizers, as well as the ability to produce grapes in new regions where Vitis Vinifera varieties may not survive. While wines made from hybrid grapes are popular with many winemakers, they are far less popular with the prospective consumers of those wines. Current research suggests that hybrid wines may attract a small group of consumers, who are already interested in eco-sustainability, if these consumers are made aware of the value these grapes offer in sustainability. Most wine consumers, however, are resistant to purchasing or consuming wines from hybrid grapes, and little research has been conducted to determine ways in which this resistance may be better understood and then overcome. This chapter summarizes the results of research conducted on behalf of the New York Wine and Grape Foundation in 2023, using focus groups and surveys to assess the response to hybrid wines on the part of wine drinkers by self-reported levels of expertise. It concludes with recommendations for overcoming resistance to these wines.