We examined the segmentation of wine tourists in Taiwan in relation to their cultural values and lifestyle, and conducted a cultural comparison of wine drinking values and lifestyle between the results of Western and Taiwanese studies. The results of factor analysis and a 2-step cluster analysis of 428 wine tourists at the Shin-Yi and Shu-Sheng wineries showed that wine tourists can be categorized into 3 groups: conservative, hedonistic, and reward seeking. Our findings may assist Taiwanese winery owners to utilize marketing strategies that consider the lifestyle and cultural values of wine tourists, so that the appeal of the wines and wineries will be increased.