The exponential Chilean wine development achieved in recent years has brought a series of negative consequences, mainly affecting the Itata and Biobio valleys. This article analyzes the power relations of the agents (Vinos de Chile, Coalicion Nacional de Vinateros, and public institutions) involved in the wine development of these areas, throughout the analysis and interpretation of discourses and narratives linked to language. One of the most relevant findings is the relationship of 'inclusive exclusion' produced by the condition of domination and dependency of small and medium producers on the great industry.