Purchasing of wine involves many tangible and intangible product features. The more tangible features include the shape of the bottle, colour of wine and the price. The intangible product features include taste, smell and grape type. Spawton (1991) discusses consumer expectations and risk-reduction strategies in the purchase of wines. Spawton (1991) refers to a four-segment model of the market. These segments include Connoisseurs, Aspirational Drinkers, Beverage Wine Consumers and New Wine Drinkers. Spawton’s (1991) four segments were empirically tested in this study and validated