Wine selection is a consumer choice driven by a variety of influences. So what might be some of the issues that impact those choices? In order to explore this subject, a pilot test of CETSCALE developed by Shimp and Sharma (1987), and refined by Orth and Firbasová (2003) was adapted to test consumer loyalty in various states of the USA in their selection of domestic vs. imported wine. The loyalty of wine consumers in these states was put to the test. This research indicates somewhat surprising consumer ethnocentric opinions of the study participants.