BACKGROUND Today, many agricultural products claiming a link to their origin and typicity receive a warm welcome on the market. Nevertheless, the notion of typicity is blurred for consumers and needs to be objectified for communication purposes. This study aims at formalizing a methodology for studying typicity of terroirs, with PDO wines as an example, using a participatory approach with professionals of the wine sector from terroirs, using focus group and tasting. The vision of typicity of terroirs by professionals outside of these terroirs has been studied by a free word association task. RESULTS This study allowed a clear distinguishing of the typicity of the studied terroirs. Professionals from terroirs identified the global conceptual typicity of their terroirs using various factors, mainly soil, geography and grape variety, whereas professionals outside terroirs expressed their visions of terroirs by reputation or sensory characteristics of wines. Tasting results showed a discrimination of wines based on their typicity and highlighted descriptors involved in sensory perceptual typicity for each studied terroir. CONCLUSIONS Professionals from terroirs share a common vision of their typicity and identify more typicity factors than professionals outside terroirs. Sensory typicity has been highlighted for five of the six terroirs studied, according to the various descriptors. The study of two populations, from and outside terroirs, shows the gap between the typicities identified by professionals from terroirs and those perceived by professionals outside terroirs. (c) 2020 Society of Chemical Industry