The European Union is one of the world’s leading wine producers and exporters. European vineyards are smaller than in other wine producing countries and are cultivated more labour-intensively. However, this economic disadvantage can become a benefit for supporting biodiversity and ecosystem services in vinicultural landscapes. Using cover crops in vineyards is a practice to reduce soil erosion and potentially enhance biodiversity. Field trials in VineDivers have shown this across a European transect (France, Austria, Spain and Romania). We analyzed the competitiveness of French wine from the Layon region on world markets with different field sites scenarios using a Policy Analysis Matrix (PAM). For this purpose we took into account revenues and costs of grape production. Our results show that viniculture in Layon is competitive in the worldwide market but it is under pressure due to regulations to protect the wine production in French wine-regions. The regional value creation in producing high quality wine with a more environmental friendly production enables the vintners to earn higher profits.