By exploring determinants of perceived wine quality and seeking possibilities to overcome Chinese wines’ negative COO effect, this paper aims to give insights to current research field about perceived quality and Country of Origin (COO) effect. Adopting an abductive approach, the researchers conducted qualitative semi-structured interviews separately with 11 respondents in different age, nationality and occupation. The results show that consumer perception on wine quality is influenced by four extrinsic cues (Country of Manufacturing, price, credible endorsements, brand) and four intrinsic cues (package, taste, aroma, wine legs). Hence, this paper conclude that it is possible for Chinse wine to improve its overall consumer perception by improving competence in other determinants of perceived wine quality.