Prosecco Protection

The 30 second wine advisor brought this to my attention -- Italian makers of Prosecco are trying to protect their brand as the drink gains in popularity. The New York Times recently profiled Prosecco's growing popularity and those seeking to cash in on that popularity. The only problem is that, unlike Champagne, Prosecco refers to the grape varietal, which will make it harder to protect it. The Italian government and Prosecco producers are working on a plan to create a region which would define the growing area for Prosecco. This would be followed by protective status and seeking EU blessing of this status.

Here's my favorite quote from the piece:

One product, Rich Prosecco, is made by an Austrian company whose ads feature Paris Hilton. In some, she is naked and spray-painted gold. What’s worse to some producers, the product is sold in a 6.8-ounce can, in gas stations as well as stores, for around $3.
“It’s absolutely vulgar,” says Vittorio Zoppi, marketing manager for the prosecco consortium.

Well, I'll just say this: at least the US doesn't have the monopoly on vulgar. Those Austrians must like Carl's Jr Burgers.