Last of the Summer Wine (BBC, 1973–2010) was filmed in Holmfirth, West Yorkshire, UK, for 37 years. Consequently, it has affected collective memories of the space and place of the region. Summer Wine has become embedded into the area and exists as part of everyday communicative memory in which fictional representations, oral histories, embodied practices, sensory engagements and lived experiences collide. In examining Summer Wine’s continued presence in Holmfirth even after it has ceased production, we investigate how the series as a text, institution and brand serves to spatially inform Holmfirth and construct, embed and inform cultural memory.