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The growth of wine sales in the Pacific Rim is receiving a large amount of attention. This study was designed to look more deeply into the actual purchase behaviour of middle class wine buyers in a selection of Singaporean supermarkets. Purchase behaviour was observed for 60 hours in a total of eight representative supermarkets. The findings show a smaller number of sales than would be expected, especially based on the size of the category displays. The types of wines, countries of origin, prices, browsing, and purchases are noted. The overall conclusion is of a wine market in its infancy with a need for education and further development before wine becomes a regular part of weekly shopping and consumption.