It is difficult to define, let alone locate, knowledge. Research in regional studies suggests that cities are the focus of knowledge-intensive business services (KIBS), attract knowledge workers, and concentrate research and development (R&D) and universities: the implication is that knowledge is created in and diffused from urban centres. We suggest this may be a consequence of only studying knowledge that is relevant to, and used by, city-based industries: a growing number of researchers show that some types of knowledge are generated in non-urban or small-town clusters. This study focuses on the geography of KIBS (a proxy for knowledge inputs) used by Canadian winemakers (an emerging sector located in rural areas). After questioning what is meant by ‘knowledge’, we show that services incorporating knowledge of different types are sourced from different types of location. We conclude that there is no single geography of knowledge: for winemakers, different types of knowledge are sourced from cities, wine regions and also dispersed non-urban areas.