Our article aims to analyze the main influences, experience and affective involvement that impact the consumer behavior of regional wines in Brazil. We used a descriptive quantitative survey. Our findings contribute to a greater understanding of the behavior of choice related to local experiences and what points are essential to involve the consumer with a product, in this case, wine. The Brazilian wine industry has been dealing with tariff disputes between countries, increased number of producers, reduction in consumption per capita and demand for higher quality wines. Our results show that cultural, social, personal, and psychological factors are crucial in this process.