This part of the country is known for a few things like cotton, Texas Tech University and now, wine.
A recent Forbes article named Lubbock as the nation's most underrated destination for top-quality wine.
"It's something that I believe the community is starting to embrace," Trey Blankenship, the Assistant Director of the Texas Wine Marketing Research Institute, said. "I think that's going to help create a buzz locally, but having that article in Forbes is going to help spread the word."
"We have a unique area. We have a unique demographic. You have the right climate, you have the right soil to produce amazing wines. We have high elevation, we're close to the sun, everything works in our favor ," Abby Bogel, Hospitality Manager at Llano Estacado Winery, said.
Like fine wine, the process took time.
"The growers and the wine makers have really started to hone in on the best grapes suited for this region have really catapulted the industry," Blankenship said.
The West Texas climate is known for being extreme but through trial and error, the best varieties of grapes have become a staple.
"What grows well here, in West Texas, is Spanish wines, so you're going to have your Tempranillo, Albariño, things like that. A lot of French Bordeaux wines and then Italian wines as well," Bogel said.
Llano Estacado, one of the pioneers in the state's wine industry, has spent 4 decades nurturing the craft. Now the next step for the wineries in the area, is to grow beyond Texas borders.
"The world's going to have to take notice of what we're doing. We will be celebrated as one of the top regions in the country," Blankenship said.
Terry County may not quite be Sonoma or Napa valley, but local wine connoisseurs think this region is on the verge of something big.