This study adds to the food products marketing and product development literature by comparing the purchasing behaviors of wine consuming segments in Australia, New Zealand, and the United States when faced with a lack of information. Region of origin information was the most popular coping mechanism in the United States and Australia when unsure about making a wine selection. New Zealanders place the most emphasis on medals won. Daily wine consumers relied more on region of origin information than moderate consumers in the United States but this was not true in Australia and New Zealand.