The aim of this research consists in studying the effects of signs of marking on wine bottle labels, with the perception of authenticity and the buying intention in an online context. Based on a literacy review as well as on investigations issued from an exploratory qualitative analysis led with 34 consumers, cellar men and wine growers, we introduce the theoretical and methodological bases answering this question. It shows the effect of the appearance of the label and of its components on the emotional and behavioural answers of the consumer which are the authenticity they perceived and the buying intention.