This paper aims to show how a property rights system, in particulary dedicated to the protection of the denomination of the origin of a product, can change during the years the effect it has on the local economy. The wine economy of Langhe seems to suggest that this interaction between rights and strategies of local stakeholders can be divited in two parts. The first one called of “start up” gives collective property rights and among them come up the cooperative behaviours. The second one, instead, underlines the maturation of the sector and what it comes up is the exit of the collective rights system and a returning of the individual behaviours based on the company brand aimed to promote the high quality.