In the French system of AOC, land is both a farming input and a heritage. Land geophysical features and successive enhancements lead us to identify production areas. AOC are major points of reference in marketing discourses highlighting the regional roots and character of a farm product. Hence, AOC system contributes to land rents, it explains a large part of the variability of land prices, and it justifies land use strategies. AOC are institutional results of collective recognitions of things shared and inherited from the past: those things are about natural resources, ways of producing and consuming, even ways of thinking and values. At one point, groups had to agree about definition of this heritage. Now, the issue is: in which extent the AOC layer defined by the group is conformable to the inheritance gotten? We assume that land values variability can be explained by heritage factors which cannot be reduced to AOC factor. Today, the Bordeaux wine region is completely covered in AOC, which created a segmented and hierarchical land structure. Our aim is to propose a multidimensional understanding of the heterogeneity of values through this vineyard. Within the hedonic pricing framework, we ask the question: what are the drivers of spatial heterogeneity in land prices within such a vineyard? What makes the difference between lands located on both sides of an AOC area? How to explain the range of prices within an AOC area? Prices for this analysis came from database for transacted vineyard sales in Gironde (France) during 2002 through 2010. Each plot sold remains in agricultural use. Explanatory variables are designed depending upon an initial analysis of past land strategies and current wine discourses in specialist newspapers. This paper presents first results from two models: a generalized additive model with spatial errors is used to identify and measure the major factors of prices variability within the Bordeaux wine region, and a multilevel model is used to provide estimates for each AOC. We show that it is possible to propose a heritage approach of vines values, where AOC variable belongs but where it is not enough to measure the effects of tension between appropriation, exploitation and transmission of wine heritage on vines values.