Abstract
The feasts of the wine are ambiguous events by the diversity of expectations put on them. These conflicting demands eventually seem to be counterproductive on the most obvious requirements by standardizing them, while the aim is to use these feasts to claim a singular territorial and wine identity but, also, an economic marketing. But the multiplication of shifts between objectives and reality allows these feasts keep an unexpected spontaneity under their strict coaching with some other qualities: this “wine tourism of mass” offers a wider audience than the usual clientele of wine tourism, a profitable event with important volumes of wine sold in a limited time, and the reinforcement of the territorial inscription mixed with the strong capacity of transgression and adaptation to local traditions.