Wine tourism in the Canary Islands has undergone an important development in the last decade. The tourism product in the archipelago has begun to take root within the concept of sustainability and ecotourism. Vineyards have formed part of the characteristic landscape of the Canary Islands since the sixteenth century and are recognised as a potential tourist resource of great importance. This research aims to focus on the landscape of the braided cordon system in the Orotava Valley. Using qualitative techniques through in-depth interviews and participant observation, Bodegas Tajinaste (Tenerife, Canary Islands, Spain) was taken as a case study, one of the most important family wineries in the Archipelago. The results suggest that the winery exemplifies the relationship between landscape valorisation and wine culture through this system, identifying itself as an opportunity for tourism differentiation and valorisation of sustainability for wine tourism development in the region.