This paper investigates how environmental and socio-economic beliefs affect consumers attitude towards sustainable wine, and the main drivers during wine purchase. Data were collected with online questionnaire in 2013 from 513 Italian wine drinkers. The results of a structural equation model show that attitude towards sustainable wine is driven by both environmental and quality beliefs of sustainable wine, while is not affected by the economic dimension. Attitudes and quality beliefs affect consumer’s importance of sustainable aspects during wine purchase. This paper suggests that communication strategies should focus on sustainable issues to meet the need of environmentally-conscious consumers.