While the concept of involvement has long intrigued marketing researchers, its application to the case of wine purchase behaviour has been limited. In particular, little is known of the wine consumer characteristics likely to influence their degree of product involvement. Furthermore, no reported research has attempted to assess the outcome of product involvement in relation to the different attributes relevant to consumer's choice of wine. This Australian study, based on more than 300 face‐to‐face interviews, aims to provide a clearer picture of the demographics of the involved wine consumer as well as to demonstrate that involvement matters considerably in determining the importance of some wine attributes over others.