New Poll Shows American Consumers Want Policymakers to Protect Wine Region Names Consumers, call for action coincides with
new round of Wine Accord talks in Washington, DC

Washington, DC: A new national survey released today reveals that an overwhelming majority of American wine consumers “ 80% " want policymakers to correct the problem of misleading wine labels.

On the eve of trade talks between U.S. and E.U. negotiators in the nation's Capitol, the national poll, conducted by Fairbank, Maslin & Associates, serves as a reminder to trade negotiators that location matters. For example, other key findings include: 85% believe that the region or location where a wine comes from is an important factor in their decision to buy a particular bottle of wine.

81% agree that wines should only be allowed to use a specific geographic location on their labels if they are actually made in that location.

78% agree that the region or location from which wine comes is extremely important in determining its quality.“These findings are clear and Wine Accord negotiators should take heed. Place names on wine labels assure consumers of the unique attributes and qualities associated with specific locations," said Shannon Hunt, director of the Center for Wine Origins, an organization formed in 2005, in part, to advocate for the protection of place names.

“Consumers clearly demand and deserve truthful wine labels which correctly identify location no matter what country they come from. Without addressing this issue, the Wine Accords will fall substantially short of protecting consumer interests," Hunt continued.

U.S. consumers are demanding more of policymakers; calling for clarity in wine labels so that there is absolutely no room for misinterpretation. On that issue, 68% of those polled would support a U.S. law requiring names on wine labels that refer to specific winemaking regions to actually be produced in those regions.
When the first phase of the Wine Accord was signed last March, negotiators agreed there was a problem with the protection of place names and as such, the Accord included a ban on the introduction of new, misleading labels. This included protection for 17 specific place names, such as Champagne, Port and Sherry in the U.S. market. Unfortunately, the Accord fell short on correcting existing problems.

“A bottle's label is like a return address in a letter. The place name indicates the origin. Without exception, any other use of a winemaking region's name on a label is just disingenuous and misleading," added Office of Champagne, USA Director Sharon J. Castillo. “Still, today in the United States more than 50% of all sparkling wines are mislabeled as “Champagne."

The national poll was sponsored by the Center for Wine Origins and Office of Champagne, USA. It was conducted November 7-13 by Fairbank, Maslin, & Associates. The margin of error is +/- 4.4%. The Center for Wine Origins was established in 2005 to promote the importance of location and better protect geographic names in the U.S. market. The Center is headquartered in Washington, DC and is involved in a wide array of activities aimed at educating consumers, policymakers and the media about the importance of wine origins and providing better resources for consumers to make informed choices. The wine-making regions involved in the campaign are regulated by the European system of Appellations, designed to ensure authenticity and quality for consumers.

Media Contacts:
Laura Lightbody, Center for Wine Origins (202) 777-3559
Erin McCallum, Office of Champagne, USA (202) 777-3501