The presence of vines across diverse landscapes and peoples led to the production of different wine styles with a variety of sensory characteristics. In the 20th Century, these styles were sorted into Old (i.e., European) versus New World (i.e., from other continents) to facilitate communication. Geographic origin has been playing a prominent role in drinkers’ representation, but does this apply to younger generations living in an increasingly homogenised global culture? This study investigated: (i) how young consumers conceptualise wines depending on their geographic origin (Old World vs. New World); and (ii) whether their representation differs depending on their own country of birth. A total of 921 wine drinkers from seven different countries (Canada, Chile, Czech Republic, France, Sweden, Portugal and the United Kingdom) performed a word association task using either “Old World wines” (OW) or “New World wines” (NW) as inducing words. OW wines were associated with red wines from European areas with references to tradition, grape, wine process, and ancient times. NW wines were associated with American areas with references to novelty, innovation, and positive judgments. Country-specific differences also emerged: Czech consumers mainly referred to wood aspects for OW and Oceania for NW, whereas Swedes referred to sustainability for NW. Canadians referred to higher prices and aged wines for OW and globalisation for NW, and Chilean consumers referred to a superior intensity for OW. The Portuguese associated NW with conviviality, while the British associated it with positive feelings and mouthfeel perception. The numerous references to geographical origin and a persistent contrast between tradition and modernity demonstrate the transmission of wine culture from older generations to young drinkers. The specificities observed per country point to some key aspects on which the wine industry can capitalise to reconnect with young consumers.