This chapter aims at advancing our understanding of how cultural traits (in the sociological sense of the symbolic aspects of a human society) influence business models in the wine sector. We present results from an international cross-comparison of different wine regions, two in France (Bordeaux and Champagne) and one in the USA (California). All firms’ business models were analysed by applying the Business Model Canvas methodology. Globally, our results reveal a fit between the local cultural context and wine companies’ business models. Besides, we notice that French companies tend to adopt some elements of the business models of Californian wine companies, which suggests a possible movement of cultural hybridisation at work in French wine regions.