The present chapter outlines and discusses published research concerning how people from different cultures or geographical regions vary in terms of their discrimination and appreciation of wine. We begin by providing a brief historical perspective and then discuss cross-cultural studies concerning sensory, cognitive, and emotional responses to wine. In doing so, we report both similarities and differences as a function of culture. In this second edition of 2025, we also explore the growing body of cross-cultural research that emerged during and in the aftermath of the COVID-19 pandemic, shedding light on how global disruptions have influenced wine perception, appreciation, and drinking patterns across cultures. We also highlight the varying methodologies employed to investigate aspects of wine appreciation from a cross-cultural perspective, identifying difficulties specific to this area of research including those subsumed within the phrase “lost in translation,” and those pertaining to validity of definitions of culture in light of increasing globalization. Finally, we discuss how a cross-cultural approach can help advance our understanding of wine appreciation, providing useful information for wine industry marketing strategists as well as for those interested in the science and practice of wine tasting.