For several years now, the protection of the environment has become a priority for public authorities and the agricultural sectors. On one hand, this has led, in Europe and in the world, to the challenge of modifying or redesigning farming itineraries. On the other hand, it has also caused a multiplication of environmental approaches and environmental product labeling across all sectors. Several studies clearly show that French consumers are increasingly sensitive to environmental information and are in favor of mandatory environmental labeling. These elements tend to encourage agricultural value chains to develop environmental communication strategies as a key factor of differentiation and competitiveness. However, few studies address the joint evaluation of environmental and quality labeling of products under a quality sign, especially for those with a strong image of AOC ("Appellation d'Origine Controle" or "Controlled Origin Denomination") such as wine. This approach is even more important since the publication of the 2016 decree giving to AOC wines the possibility to integrate agro-ecological measures into their specifications.