The recent growth of the Texas wine industry has been astounding. Although the wine industry in Texas dates back to the seventeenth century, the commercial industry was relatively dormant until the turn of the twentieth century. New methods of wine growing and winemaking, combined with increased wine production education, are helping the Texas wine industry grow and mature. Through this growth and maturation, the industry is shaping the culture of the state while also wielding a significant, multi-billion-dollar economic influence. This chapter outlines how Texas has carved out a unique wine identity and strengthened its place in the wider wine culture, focusing on the two most prominent American Viticultural Areas (AVAs) in the state: the High Plains AVA and the Hill Country AVA. The High Plains AVA is home to the majority of winegrape production, while the Hill Country AVA is where most of the winemaking and wine tourism occurs, serving as the primary cultural seat of Texas ‘wine country’. This exploration reveals that, even if unexpected, there is, indeed, wine deep in the heart of Texas.