The brand is increasingly being seen as the most valuable intangible asset for any organisation and building the brand perception ranks as a top management priority in today’s market (Robbins, 1996; Ailwadi and Keller 2004). The wine industry contributes significantly to New Zealand’s economy and retailers are the final point at which manufacturers could possibly influence consumers’ purchasing behaviour and attitude towards the brand (Thomas 2000). This research divides Christchurch wine consumers into European & non –European ethnic segments and investigates the importance of brand associations for the wine consumer with a focus on retail . Results show that the evaluation patterns and perceptions of wine differ between ethnic groups, and have an impact on the consumer’s wine budget.