During their decision-making process, the consumers have to adapt their choice according to the range of supplied products. We will focus on the criteria used by the stakeholders to make their own choice before providing wines for the consumers. The present study was carried out in Burgundy (France). Two stakeholders’ categories of the Burgundian wine-producing sector were surveyed: the upstream and the downstream ones. The aim is to study their degree of consensus or disagreement among their representation of Burgundy red wines. Sensory tests and questionnaire related to their commercial activities were carried-out in order to me asure their typicality judgment. Forty Burgundy red wines of entry and medium range,pinot noir, vintage 2010, illustrating the diversity of the supply and stemming from diverse vine culture and oenological practices, were presented to both panels. Forty persons participated: 20 upstream stakeholders (those who make the wine) an 20 downstream ones (those who market the wine). Questionnaire on their practices and representations toward Burgundy red wines were filled-in with the participants to better understand the choice of wines to be integrated into their supply and to analyse the diversity of the vocabulary used to describe their representation of this category of wine. Finaly, a conjoint analysis was used to measure the importance of the extrinsic attributes (price, brand name, label) for the stakeholders in the differentiation and the commercial positionning of such wines. The results show that according to their position along the supply chain, the stakeholders use different descriptors to elicit their representation of Burgundy red wines. Some of them (the up-stream ones) have a richer vocabulary compared to the others. Both categories do not use the same extrinsic attributes when choosing their wines. The results of conjoint analysis show that the brand is the most important attribute for the stakeholders, and price sensitivity is higher for downstream stakeholders.