This study investigates customer experience in wine tourism. The research that has been previously done about the topic of CX in academia focus on different dimensions adopted from business, service or general tourism fields, as well as, analyze the customer’s point of view. The main objective of this research is to revise the existing definition and dimensions of customer experience, and propose the dimensions in the wine tourism context from a wine tourism enterprise perspective. Abductive method and qualitative approach, namely case study have been used to achieve these objectives. The research took place with the collaboration of the winery Schloss Gobelsburg in Kamptal wine region in Austria. Data was collected through the semi-structured interviews with wine/wine tourism professionals at the winery Schloss Gobelsburg, and examined using context analyses and coding techniques. The study found the similarities of the customer experience definition between academia and wine tourism enterprise, as well as proposed new vision of customer experience dimensions in wine tourism, and new dimensions such as role of the person and philosophy of the place. The results indicate that wine is a central part of experience with strong connections with other dimensions. This research significantly contributes to the academia by filling the gap and providing valuable insight on the existing knowledge regarding customer experience. Also, providing the important framework and important insights for the practical use by managers of wine tourism enterprises. Further research should be done regarding comparing these findings with the customer’s perspective, as well as, analyze new industry trends such as technologies and sustainability.