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Italy Launches Campaign to Educate Britons on Prosecco Label

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Italy has initiated a campaign to educate Britons on the correct use of the term ‘Prosecco’. The Italian DOC Consortium launched an advertising campaign in London emphasising that Prosecco is a geographically protected label, reserved for sparkling wines produced in specific Italian regions.

The campaign, displayed in over 80 locations in London, aims to reach over 15 million people. The move follows legal victories to protect the Prosecco designation, amidst rising popularity of other sparkling wines in Britain.