From a consumer perspective, natural wines belong to a more general category that we will call green wines. This category includes organic, biodynamic, natural and non-added sulfite (NAS) wines, all of which share the idea of naturalness without clear conceptual boundaries. The aim of this chapter is to identify the factors that shape the perception of natural wines within the green wine category. The discussion will focus on understanding the impact of both drinkers’ geographical origin and level of expertise and involvement on mental representations, sensory profiles and attitudes towards green wines. A clear difference between the Old and New World in terms of drinkers’ representations is highlighted, as well as a dichotomy between consumers and wine professionals. This chapter highlights the importance of drinkers’ cognitive factors in the perception of wine in general and of the different categories of green wines, including natural wines.