Purpose: The main aim of this paper is to provide a clear understanding of wine producers’ perceptions about terroir and its potentialities as a differentiation tool. Additionally, we exploredthe role of local wine associations and policy makers in the creation and valorization of place image through terroir. Design/methodology/approach: We realized a cross-case analysis based on two wine areas respectively located in France and Italy. Specifically, we identified 11 wineries in the Pic Saint-Loup and 15 wineries in the Sannio Valley and conducted semi-structured interviews with owners and managers in order to obtain in-depth information. Findings: In wine producers’ perspective, terroir is a complex concept with multiple facets, whose relative importance changes depending on the context in which its social construction takes place and the role of institutional actors in the improvement of place image and reputation.