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El Penedès is an area of Catalonia (northeastern Spain) characterised by its viticulture activity. Its landscape and territorial identity are marked by vineyards and the creation of still and sparkling wines such as cava. This article analyses the tensions between the three dimensions of sustainability (economic, sociocultural and environmental) among viticulturist practices and discourses in El Penedès. Through 2 years (2019–2021) of fieldwork in the region (participant observation and interviews), I have observed the (un)sustainabilities of viticulturists in four different contexts: the expansion of organic production, quantity‐oriented cava production, the effects of territorial policies on vineyards and the permanent farmers' demonstrations demanding just prices and a decent life (vida digna). Viticulturists are threatened by agro‐industrial drifts that squeeze their livelihoods and impede the sustainability of life. Thus, the viticulturists' current situation exemplifies the capital–life conflict explored by feminist economists in other fields. The article contributes to the study of sustainability in light of social reproduction in the viticulture sector and provides empirical evidence of other economic rationalities among viticulturists that differ from the hegemonic economic rationality based on capital accumulation. [ABSTRACT FROM AUTHOR]