Food labels, and more particularly geographical indication labels, such as PDO or PGI have become increasingly frequent in response to recent food crises and technological developments such as GMO’s. They are expected to offer food safety guarantees due to their traceability and authentication as well as high organoleptic qualities linked to their origin. They are likely to affect the consumer within the same manner than sensory brands do. The purpose of this paper is to examine to what extent a food product with a region of origin label, considered as a specific sensory brand, affects consumer preferences in comparison with an official quality label such as PDO or PGI labels. From qualitative and quantitative data analyses we conclude that food products with regional reference could affect consumer preferences with a larger extent than food products protected by official labels. Emotional experience has been found to affect the group involving those who prefer regional food products more considerably than the other factors.