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prosecco

Prosecco growers in Northern Italy are seeking recognition in the manner of Champagne, reports the New York Times <link>. (Patience I’ll get to the Paris Hilton bit).

“A host of producers elsewhere in Italy and as far away as Brazil are trying to cash in on the drink’s newfound popularity. Because prosecco is the name of a grape, like chardonnay or cabernet, anyone can use the name.

Today, about 60 percent of all prosecco — some eight million cases — comes from producers outside the traditional prosecco-growing region of Conegliano-Valdobbiadene, a cluster of villages about a half-hour’s drive north of Venice. The newcomers are not held to the same strict production standards as the traditional producers, which are tightly governed under Italian wine laws.”

Here’s the Paris Hilton bit.

“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.”

SOLD IN CANS IN GAS STATIONS! OUTRAGEOUS. I’m with the growers.

Here’s one of the ads.

The Times goes on to report, “When Ms. Hilton traveled to northern Italy to promote Rich Prosecco two years ago, “it was a big scandal for the area,” Mr. Bisol says. “The winegrowers were very angry.” She has not returned, he says.”

I’m definitely with the growers. Time to go out and buy some Italian prosecco.

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