Both the environmental and cultural setting have become crucial elements in expressing and defining a wine in the international market. Located in the center-west of Argentina, Valle de Uco has become the epicenter of wine production in majestic landscapes. The growth of winemaking, European immigration
and control over water are now elements of its provincial identity. This article focuses on the study of four winemaking and wine tourism ventures where I analyze the articulation between the different materialities that emerge from the landscapes promoted on these websites and experienced by the visitors
of the vineyards. The concepts of landscape, water landscapes and the paradigms of nature-culture are central in our discussion. Finally, it is concluded that due to the configuration of environments that articulate mountains, vineyards, native flora, architectural design and ethnic logos, a new criteria of space occupation and a new relation between its inhabitants are established and validated, nevertheless in generic, underestimated and controlled terms that leave out the local population.