This research investigates the attitudes and perceptions of rural consumers towards wine consumption, focusing on the influence of their cultural backgrounds. Analysis of descriptive statistics reveals that respondents' overall attitude towards wine consumption has a mean score of 2.96, with a standard deviation of 1.129. Moreover, the study utilizes analysis of variance (ANOVA) to uncover significant differences in motivations for wine consumption, such as celebrating special occasions, socializing, and exploring new tastes, across various cultural backgrounds. These findings underscore the significant impact of cultural backgrounds on the reasons behind wine consumption. The implications of this study highlight the crucial role of cultural backgrounds in shaping attitudes towards wine consumption among rural consumers. The research identifies substantial variations in motivations for consuming wine based on diverse cultural contexts, suggesting the need for tailored marketing and promotion strategies for wine-related products. Businesses and marketers are advised to consider these cultural nuances to effectively target specific consumer groups. In conclusion, this study emphasizes the significant influence of cultural backgrounds on the motivations behind wine consumption among rural consumers, providing valuable insights for policymakers, businesses, and marketers. While acknowledging its limitations, such as its focus on a specific geographic region and cultural context, the research calls for further investigation into the relationship between cultural backgrounds and perceptions of wine consumption. This deeper understanding can inform public health initiatives, marketing strategies, and cultural sensitivity approaches related to wine consumption in rural areas.