Australian domestic sales of wine totalled AS$1.435billion in 1999 but few purchase wine online. The role of information during decision making when purchasing online is more important than when purchasing at a Bricks and Mortar outlet. The study collected 80 questionnaires; 40 from two cellar door businesses and 40 from two liquor stores. Potential online wine consumers appear to place significantly more importance on fulfilment than on brand and business information. Four fulfilment information items occupied the highest rankings of importance; they were for privacy, financial transaction security, return of goods policy and delivery of items. Purchase location, outlet types, gender, income and age had limited effects on information importance.