Following the work that had investigated the perception of risk associated with the purchase of food (Mitchell V-W., 1999 ; Muraro-Cochart M., 2000 ; Muraro-Cochart M., 2003 ; Yeung R.M.W. et Morris J., 2001), this paper have focused on the influence of proximity (Bergadaa M. and Del Bucchia C., 2009 ; Damperat M., 2006; Hérault-Fournier C., Merle A. and Prigent-Simonin A.H., 2012 and 2014) on consumers’ trust and perceived risks reduction when purchasing wine. The first section of this paper is devoted to a literature review of health risks and the notion of proximity. The next section presents the methodology used in this research, which is based on a quantitative survey of 591 French respondents aged from 18 to over 64 years old. The results of this work confirm the role of proximity, under almost all its forms, as an antecedent of trust. The conclusion of this communication describes the theoretical and managerial implications, the limitations and the future lines of investigation that stem from this work.