The aim of the research is to analyze the way in which the idea of nature is formed and signified in the imagery of wine. Indeed, the value of naturality of this particular human artifact has always been traced back to its own roots and hence its production area. Procedural guidelines have been introduced to meet this need of signify natural by identifying certain characteristics for Etna wines quite different from those of Tuscan or French ones. A whole universe of meaning wine has been built just this way!Grapevine is a naturally occuring plant that is able to take different values according to its soil and its own area. Indeed, it is based on this fact that the myth of Etna comes first and then the "Protected Designation of Origin" (PDO) for Etna Wines ("Etna DOC" in Italian). In other words, the marker is due to the mythologisation of Volcanic vines that start to signify "natural".No doubt it could be so, however the issue of what is nature is being discussed and rebuilt. The value of nature isn't longer just about soil, but about its relationships with ecosystem and natural environment without humans. It's biodynamic practice and its viticulture mandates that, for example, require not to fight plant diseases but rather to trigger appropriate reactions that can restore its state of health.We will therefore proceed with a semiotic analysis of this new way of signify wine in terms of naturality by a case study to be defined.