Wine can be considered a niche product on the drinks market, due to the annual turnover it generates and the dispersion of the productive matrix which controls its production. However, it takes on a symbolic value compared to other drinks and boasts a unique link with the territory. Typicity translated into territorial values has brought about the success of winemaking regions of great national and international fame. However, it is necessary to communicate the values and adopt the consequent measures for other areas in a secondary position or with an intermediate development. The value of wine ex-cellar, unbottled and before vat has been analyzed taking into account production in different market segments, a basic element for estimating the value of the GSP per hectare of vineyard. This paper is based on the study of physical, economic and motivational parameters that determine the primary value, the cause for consolidating or abandoning winegrowing. Decisions made by the vinegrower translate into nursery demand which, in turn, determines the varieties and surface areas of the future vineyard.