This paper is focused on two cultures or interpretations, of one of the most ancient and productive world of the humanity: the one of the grapes juice that arabs called “khamr” and the greek “oînos” and the latins “vinum”. We define conventionally, the two models of culture: the culture of market and the culture of material. This first paper on the cultural district of Langhe is divided in two parts. In the first one are showed the main features of the two cultures from the historical and theoretical point of view. In the second one, instead, they are analyzed in the current context made of events and all the things that can call tourism.