From the wine producers' viewpoint, the conceptual image of a wine has consequences in technical terms. We postulate that to understand the link between wine style and terroir system, the concept of typicality must be highlighted and related to sensory perception. Producer surveys made it possible to characterise conceptual typicality and its relations to terroir dimensions. Perceptual typicality was characterised through conventional sensory profiling (expert panel), Just About Right profile, and typicality assessment (professional panel). Finally, sensory attributes and technical practises were classified according to typicality acceptability through penalty analysis and PLS regression. This study reveals the gap between conceptual typicality and perceptual typicality on the basis of terroir dimensions and sensory attributes. For the wine producers, the conceptual image of a wine, resulting from the terroir, was related to environmental factors, and practises were perceived as less important. Conceptual typicality was related to sensory attributes such as colour intensity, red fruits, and soft tannins. Sensory profiles highlighted visual descriptors but not red fruits and soft tannins. While the influence of soil was not highlighted, technical factors (oenological factors) were prevalent.