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Wine is a product, in which heterogeneous facets are marketed abundantly. Quality selections like origin, ratings, sustainable productions are (increasingly) important to the sector. Little is known about how and when the common quality scale interferes with other quality attributes and how lifestyle factors determine changing preferences. Hence, the study investigates which attributes are preferred by consumers and how they attach to lifestyle and consumption habits. The consumer survey (N = 962) itself used a direct (questionnaire) and an indirect rating technique (choice experiment) to elicit preferences for selective attributes for wine and the attachment to a wine-related lifestyle. Most important factors in the wine-related lifestyle approach were used to describe different consumer segments derived from latent class analysis based on choice preference. Latent class unveiled five different consumer segments. With …