The boom cycle of Chilean vineyards and heritage wines is examined through the satirical magazine Topaze (1931-1970). This political magazine was published in the period in which the patrimonial viticulture of Chile was in its high cycle, both due to the high consumption of the domestic market (50 liters per capita) and the extension of its vineyards (50 hectares), figures much higher than the current ones (14 liters and 15 thousand hectares respectively). It is detected that that apogee was related to the high popular valuation of wine as a drink of social integration, and not of distinction or status, within the framework of the boom in marketing methods that were not controlled by large companies or their brands. On the contrary, the wine was distributed and sold loose, in traditional returnable containers (chuicos). Topaze magazine made visible and valued the symbols of traditional wine drinks, such as wine and chicha, and their symbolic containers such as chuicos and cachos. The legal prohibition of the sale of loose wine, from the amendment to the wine law (1968), and the disappearance of communication media such as Topaze, sensitized to the cultural dimension of wine, contributed to the decline in the popular dimension of wine in Chile, the fall of the domestic market and the decline in heritage vineyards.