The present study aims to understand an ill-defined sensory concept by a long-term memory-based strategy with Spanish winemakers from four wine regions using “green wine” as a case study. A total of 77 Spanish winemakers from four Spanish wine regions carried out a non-tasting free description task. The description task yielded terms belonging to two main categories including origin-related terms as well as sensory terms. Sensory terms belonged to aroma, taste, trigeminal, colour, multimodal and hedonic subcategories, which elucidates the multidimensionality of the studied concept. The most cited specific terms were “vegetal aroma”, “bitter” and “unpleasant”. Despite these commonalities, a certain idiosyncrasy linked to taste (“excessive sourness”) and trigeminal (“astringency”) subcategories as well as to wine components (“tannins”) was evidenced as they were cited distinctly by experts belonging to separate wine regions. The capacity of approaches based on long-term memory to decipher multidimensional and ill-defined concepts is highlighted. The regional effect is also explained in terms of cognitive processes (<em>i.e.</em>, knowledge and experience), which is linked to the use of sensory concepts by wine experts.