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17
Dec
Earlier this month the Calistoga AVA was finally approved by the TTBafter 5 years of review and consideration. AVA is the abbreviation for American Viticultural Area, which is America’s version of AOCs in France. In the U.S. AVAs do not prescribe strict grapegrowing and winemaking requirements like AOCs (Appellation d’Origine Controlee). However, AVAs are still supposed to be grapegrowing regions in which the area if significantly different from its surrounding areas and 75% of the grapes in a wine must be from the AVA before a winery can display that AVA name on the label. Unfortunately, for two existing wineries, Calistoga Cellars and Calistoga Estates, they will need to change their business names in order to abide by this regulation, which is tough for any organization that has build its brand and reputation under a single name.
A well-established wine region that is still having challenges with the use of its name continues to charge ahead with its campaign to stop the claimed “unauthorized” use of it, especially in the U.S. Of course, I am talking about Champagne. The name is legally protected in the European Union and has been so since 1891. Canada, Australia and Chile recently signed agreements prohibiting the use of the label outside of the region in France. Even the U.S. now prohibits the use of Champagne on any new wines, however, labels using the term prior to 2006 were grandfathered in. I cannot recall the last time I saw a California Champagne or similar, so I don’t really know how prominent its use is out there. Yet, I did receive a marketing email earlier this year from a Washington, D.C. group lobbying for complete agreement and compliance of the use of Champagne only on sparkling wines from the Champagne region in France.
So, what’s in a name? Several things. It helps consumers so they can get a better understanding of where the wine is from and possibly an expected level of quality. It helps winemakers and producers who can now be more specific in applying a known and identified region name instead of a broader designation (i.e. Napa Valleyor Bourgogne) which may help in marketing efforts as well as increased market valuation. Just think about the reputation of Chablis due to the cheap stuff made here in America all those years under the same moniker. Yuck.
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