The construction of ‘fictive place’ is ever more common in capitalist production and exchange. It could be argued that the adoption of Geographical Indications (GIs) is a form of resistance to the homogenizing effects of globalization. In some ways fictive place-making can be seen as a means of adding value to land; however, we argue that fictive place has become a factor of production in its own right. We investigate this through a discussion of fictitious capital and the rise of GIs. We draw evidence from the wine sector and suggest that other networks are increasingly constituted of similar processes.