When adressing the question of cultural differences in consumption behavior, researchers face both conceptual and methodological difficulties, particularly when it comes to defining the relevant “culti unit” (Douglas & Craig 1997) to be taken into account. The authors of this paper discuss these two difficulties and propose the Best-Worst method as a tool for comparing data from a cross-national survey on a sample of wine consumers from Australia (n=283), the UK (n=304) and France (n=147). The comparison concerns the choice criteria that are used when picking a wine in a restaurant. Results show differences between the countries, with a clear contrast between the French, on the one hand, and the Australians and Brtitish, on the other. They confirm the idea that the country, frequently used in cross-national surveys, may be a valid “culti unit” in cross-cultural research.