This ebook presents a selection of papers demonstrating the use of the Best-Worst method within the wine industry. There has been a growing network of researchers around the globe exploring the use of the method, the interpretation of results and other aspects. The method has many benefits, functional, logistical and analytical, that are highlighted in the papers. Although five of the six papers presented here have a consumer marketing focus , the method, its usability, rigour and ability to discriminate amongst attributes lends itself to many situations; supply chain decision making, investment decisions - even technical winemaking. In fact we argue that the method is positioned to be used wherever a decision is made, where understanding what influences a decision or process is important.