The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics, values, and relationship with wine. The research design uses a quantitative research study using data from an online survey of 401 US wine consumers. The Schwartz Value Inventory and the VARSEEK scale are used as measurement instruments. Data are analyzed using descriptive statistics, cluster analysis, ANOVA and discriminate analysis. The results illustrate strong differences between high variety-seeking consumers compared to moderate variety-seeking and variety avoiders. High variety seekers are younger, hold values favoring stimulation and tolerance of risk, pay more for wine, purchase wine in more locations, prefer more varietals and consider themselves more wine knowledgeable and involved than the other two segments. The results provide implications for wine marketers targeting high variety-seeking consumers, including offering wine brands with a wider array of varietals, wines from different countries, various price tiers and include creative packaging and sustainable messages in their presentation.