This study examines how people who consume wine in cans are perceived in terms of their basic personality characteristics, helps understand the role of cultural background on people’s perception, and verify the role played by the consumption context on the perception. Our hypothesis is that prejudice and negative attitudes towards wine in cans might exert a negative effect on the evaluation of people who consume canned wine. To evaluate this hypothesis, the consumption of wine in cans was evoked in four different contexts of use during outdoor leisure activity (beach resort, ski resort, desert safari, and party). In order to examine the effect of culture on subject’s response we use participants from Switzerland, a country where three different cultures, associated with three different languages, cohabit.