This essay explores a particular kind of viticulture in Tibetan communities in northwest Yunnan province. While mainstream wineries emphasise modernity at any cost without much concern for the environment, these Tibetan grape growers pursue an ecologically-friendly agenda meant to protect ‘common’ sacred landscapes. Reasons for this choice include observations of chemical degradation of the land, Buddhist ethics, and new conceptions of how ethnic representation can be exemplified by more ecologically-friendly forms of commodity production.