There has been occasional debate amongst aesthetic theorists about whether or notthe consumption of wine can be considered an aesthetic process. This paper examines this debateempirically, using data from an exploratory study into wine consumption practices to elucidatethe arguments. The findings of the study suggest that consumers perceive some key similaritiesbetween the consumption of wine and the appreciation of art forms. These similarities include: thepleasure provided by each; the interrelated role of sensory, emotional and cognitive responses;the focus on evaluative processes, particularly in relation to the concentration and training whichthey require; and the issues of personal taste. It can also perhaps be argued that both wine and artforms prompt a common perception of beauty.