More than 80 adverts have popped up across the London Underground this week shaming Brits for “abusing” the word “prosecco”.
Posters in over 80 Tube stations across the capital show a barrel of sparkling wine accompanied by the message: “This is not prosecco. Do not call it prosecco if it is a common effervescent wine.”
Some 15 million people are expected to see the lecturing campaign in London, which began on December 18.
Under EU law, the prosecco is a geographical-designed label that only applies to products from two specific regions in Italy.
Since 2009, the term prosecco has been reserved for sparkling wines from the Veneto and Friuli-Venezia Giulia regions of Italy.
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The EU protection, which is outlined in a lengthy 11-page document, only specifies a minimum alcoholic strength and the use of certain kinds of grapes.
It is the same law that ensures that champagne can only refer to sparkling wine from the historical province of Champagne, France.
The campaign was launched by Prosecco DOC Consortium, a body that protects the term with EU-backing.
The Prosecco DOC Consortium exists to “ensure prosecco’s correct use through constant and organised supervision” while promoting “the true Prosecco DOC” around the world.
Group president Stefano Zanette defended the ad campaign, saying it was “important to underline the consolidated role for Prosecco DOC in celebrating the most anticipated festivities”, as reported by The Telegraph.
The eagle-eyed Consortium constantly monitors businesses that may misuse the term.
Over the past 14 years, they have looked into more than 50,000 websites for inappropriate use of the term.
The Consortium welcomed a huge boost in 2022, which saw a surprise increase in shipments to the UK following a recent slump in sales.
Brits imported more than 130 million bottles, a 3.5 percent increase on 2021 volumes – outpacing even Italy itself, which consumes 120 million bottles.
The US remains the top market for the drink, with more than 134 million bottles imported in 2022.
In Britain, Cornish clotted cream, Single Gloucester cheese, Jersey royal potatoes, and Blue Stilton all benefit from similar laws of protected name status.
