A way of living of individuals, families, and societies, which they manifest in coping with their physical, psychological, social, and economic environments on a day-to-day basis. Lifestyle is expressed in both work and leisure behavior patterns in activities, attitudes, interests, opinions, values, and allocation of income. It also reflects people's self image or self concept; the way they see themselves and believe they are seen by the others. Lifestyle is a composite of motivations, needs, and wants. It is influenced by factors such as culture, family, reference groups, and social class. We consider that lifestyle is an important variable to understand the new consumer behaviours in the wine industry.