PurposeThe purpose of this paper is to investigate the impact of customer perceived value on behavioural intentions in a cellar door context, and to examine the role of satisfaction as a mediator of the customer perceived value‐behavioural intentions relationship.Design/methodology/approachA multi‐dimensional measure of customer perceived value was used to determine which aspects of the cellar door experience were valued by visitors and how value dimensions impact on subsequent wine purchase intentions. Data collected from visitors to wineries of the Margaret River and the Swan Valley regions in Western Australia were used to empirically test a model of customer perceived value on behavioural intentions with satisfaction posited as a mediating variable. Multiple regression was employed to test hypothesised relationships.FindingsResults indicate that four out of five dimensions of customer perceived value (service quality, technical quality, price, and social value) have a positive impact on the behavioural intentions of cellar door visitors with overall satisfaction partially mediating the relationship.Research limitations/implicationsThe data were collected from only one country. Future studies can investigate customer perceived value relating to cellar door visits in a cross‐cultural context covering a wider spread of wine regions. Furthermore, longitudinal research could determine the impact of the customer perceived value dimensions on the actual purchase of the wineries' wines from retail outlets and restaurants.Practical implicationsThis paper provides winery managers with valuable information on how cellar door experiences can be improved across a range of different value dimensions.Originality/valueThis paper is the first to empirically test customer perceived value in a cellar door setting.