“More and more, the consumption of wine integrates an Oenocultural context associated with complex hedonistic notions. While the sensory perceptions are based essentially on the matching suitability of the terroir, grape variety and wine-making method, forming the basis of perception of intrinsic quality, perceived quality, the basis of the image and the vector of economic capitalisation of the appellation, growingly includes complementary elements, relating particularly to health, the environment and heritage values.”

Landscape value recognition is an important vector of communication, through tourism activities, but also through the intermediary of the media, particularly the new technologies associated with the Internet network. Moreover, it transmits a cultural message associated with wine, by breaking free from the constraints relating to alcoholic beverages. On the other hand, the degradation of the constituent elements of the aesthetics and authenticity of landscapes can damage the image of the product to the eyes of the general public.

Alongside this, the wine-growing landscapes are also identity fundamentals for a profession seeking links that are indispensable to the development of collective actions, particularly in the environmental field.