We used a survey to investigate some motives for drinking red, sparkling, and white wine among 3,433 Norwegian respondents. Respondents with interest in wine drank all types of wine more frequently than those with little interest. Interest in cultural activities, which often are associated with wine consumption, also increased the frequency of consumption of all types of wine. Respondents who scored high on conspicuous attitudes drank sparkling and white wine more frequently than respondents with low scores. However, conspicuous attitudes did not affect the frequency of red wine consumption.