British drinkers have been warned to stop “abusing” the term prosecco when they consume sparkling wine.
A new campaign by a consortium has plastered posters across the London Underground, showcasing a barrel of the sparkling wine with the caption: “This is not prosecco. Do not call it prosecco if it is a common effervescent wine.”
The popular drink has a geographical designation label (DOC), which means to be authentic, it must be produced in Veneto or Friuli-Venezia, two wine regions in Italy.
To be classed as prosecco, the wine also must have a minimum alcohol strength and use specific types of grapes.
Italians fume at Britons as they order UK to stop 'abusing' prosecco in sparking wine naming row
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The posters, which were put up on December 18, are displayed at 80 sites across the capital.
It is estimated that 15 million people will see the posters during its two-week campaign.
The Prosecco DOC Consortium safeguards the term “prosecco”, which has been protected under EU law since 2009.
Prior to this, any sparkling wine made with prosecco grapes could claim the name.
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Friuli-Venezia, one of two wine regions in Italy where authentic prosecco is made
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The consortium said it has monitored over 50,000 websites for inappropriate usage of the term.
Stefano Zanette, president of the Consorzio Tutela Prosecco DOC, said that each year the group will carry out an international campaign which highlights the difference between the two drinks.
He said to The Telegraph: “With this in mind, the Consorzio focuses on its major markets including Italy, the English and German-speaking countries with a cross-media project that will convey our message through traditional and new media, as well as with artistic and innovative installations.”
Diego Tomasi, the director of the Conegliano Valdobbiadene Prosecco DOCG consortium, also opposed the moniker being used for sparkling wines.
Many Britons will enjoy fizz this Christmas GETTY“The great value of Italian viticulture lies in the close and intimate link between the vine and genius loci,” Tomasi told The Telegraph.
“It is clear that this cannot be replicated and any attempt at imitation or evocation of the name must be strongly opposed.
“No other wine experience can boast our name.”
Other products that benefit from EU laws include champagne, which must be a sparkling wine from the province of Champagne.
In the UK, Cornish clotted cream, Jersey royal potatoes, and Blue Stilton benefit from the same laws.
The policy “aims to protect the names of specific products in order to promote their unique characteristics linked to their geographical origin and traditional know-how,” according to the EU.