Resumo: The aim of this article is to analyze the development of wine tourism in two rural territories in America and Europe, based on the study of a leading transnational company in the field of sparkling wines, and also on the sale of tourist experiences. Following a qualitative methodological approach using a case study and multi-site ethnography, the practices deployed by the company were analyzed in terms of its positioning as a benchmark for wine production and wine tourism. The results show how this company implements a global business scale model, through strategic alliances and by mobilizing economic, political and social resources, consolidating a brand-territory used to promote its products and services. It may be concluded that the participation of this company in wine tourism serves as a settlement strategy, a reaffirmation of status and recognition of leadership in the wine sector.
