Geographical indications make up a system of differentiation and identification of a superior quality as the consequence of special characteristics due to the geographical environment in which the products are produced and the influence of the human factor that participates in them, as is the case of the Manchego Lamb Protected Geographical Indication. However, this differentiation does not seem sufficient to increase the consumption of this PGI lamb meat. Therefore, it seems fitting to analyse other complementary differentiating elements that can further its consumption, such as the case of organic lamb, and at the same time, to determine what would be the maximum willingness to pay for organic compared to conventional lamb. Therefore a multivariate analysis was made of the preferences through a survey of 421 lamb consumers in Castilla-La Mancha. The result is that Castilla-La Mancha consumers continue basing their lamb consumption preferences on origin and type, more than on the organic characteristic. Maximum willingness to pay for organic lamb could reach up to 38.45% compared to the conventional type, and more in ternasco than in suckling lamb meat. A proposed commercialization strategy is for the organic seal to be incorporated in ternasco lamb as a differentiating element compared to suckling lamb, which is the most preferred type.