Wine tourism is more than tasting the wine. Wine tourism experiences enable people to get a sense of place and its culture. Although an increasing number of researchers and professionals emphasize the importance of using the culture of a place for enriching wine tourism experiences, we still know very little on how to embed culture into wine tourism experience design. By adopting mixed methods (personal observations, informal interviews, thematic reflective analysis of commercial material), this study critically analyses the design of wine tourism experiences in Santorini. The research findings identify three experiential elements (wine, winescape, and wine experience) and four ways in which culture is embedded in wine tourism experiences: wine culture to be commodified; wine culture to be co-created; wine culture to be consumed; wine culture to trigger people’s mind. The theoretical and practical implications of the findings are finally discussed.