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The present paper deals with the consumer preferences in Greece regarding the attributes of wine using the Best-Worst Scaling method. In recent years, this method has been well known in marketing research. Field research is carried out with questionnaires completed online. The first part of the questionnaires deals with the demographic and behavioral characteristics of the consumers and the second part the implementation of the Best-Worst method. Consumers were asked among a total of 13 attributes (extrinsic and intrinsic) of the wine to evaluate which attributes affect them the most and which ones the least when buying a bottle of wine. With a total of 220 responses it was found that the most important attributes for consumers is to have tasted the wine in the past, the price of the wine and to have a friend or relative recommend it. On the other hand, the least important attributes are attractive label, in-store advertising and alcohol content. Segmenting consumers by demographic characteristics, such as gender and age, and behavioral characteristics such as home and shop wine consumption were marked by significant differences in their purchasing preferences.