The primary objective of this dataset is to facilitate an in-depth understanding of mental representations of NAS wines among French consumers and wine professionals. This article describes data related to the representation of Non-Added Sulphite wines for French wine consumers and professionals according to their level of familiarity with this wine category. An online free word association task was used. A total of 319 consumers representative of French wine consumption, and 540 wine professionals from different French wine-producing areas were recruited. These data were used in the research article: "Less is more: towards a discrepancy of representation of non-added sulphite wines among French professionals and consumers" by Honoré-Chedozeau, Pouzalgues, Symoneaux [1]. Participants had to promptly verbalize the first five terms that came in mind for "NAS wines" word, and to rate both the importance and the valence of each generated term. Participants answered also a specific questionnaire based on the Distance to Object survey proposed by Urdapilleta, Demarchi and Parr [2]. It was designed to determine the level of familiarity of participants according to three main dimensions that integrating levels of involvement, knowledge, and practice/exposition with NAS wines particularly. The dataset includes information on consumers and professional characteristics. These data are useful in understanding the mental representations of French wine consumers and professionals for non-added sulphite (NAS) wines. They are also useful for analysing their familiarity towards this product category. This survey can be reused by other researchers from other countries and, by using the French data, they would be able to compare different international markets and/or the effect of culture on how these wines are represented. This dataset and the survey would be reused in the future to compare the evolution of the representation of French wine consumers and professional over time, or the French consumers' representations of other wine categories (e.g., organic, biodynamic, fair-trade, no-/low-alcohol, natural, or sustainable wines).