The purpose of this paper is to analyse the influence of the identification and the packaging of bottled wines on the consumer decision. A case study is conducted in order to quantify the weight of determinants of wine purchase such as origin and variety, i.e. the identification factor, bottle shape, bottle colours and label style (elements of packaging). The analysis of the relative importance of these factors is based on conjoint measurement. A real buying decision without tasting the wine is simulated and conjoint analysis is applied to measure the utility of wine characteristics. The results show that wine packaging has a significant impact on the buying decision. Furthermore, it can be stated that the influence of the exterior product design differs strongly across customer segments.