The concept of 'terroir' has roots steeped in French history of wine and evocative stories of the land. Today terroir is important as a quality marker in brand management for upmarket wines. French wines have benefited from their historical connotation with terroir but other wine growing countries have also adopted the term to mean characteristics in wine attributable to place of origin. However there is no universally accepted definition of terroir except to say it refers to a particular place. This paper addresses this ambiguity by seeking the practice-based views of three experienced non-French winemakers. This reveals a social dimension to terroir that in various degrees supports and extends both the technical/scientific progress and brand value for premium wines in both Old and New World regions. This article contributes to the growing body of research that seeks to understand the practicality of terroir as a marketing and brand value indicator.