M&S bottles seized in crackdown on Prosecco imitators

05 March, 2010

More than 14,000 bottles of wine destined for Marks & Spencer have been seized by the Italian government under new laws protecting Prosecco.

Prosecco’s governing body welcomed the seizure, and warned that other UK brands could face similar action.

The Italian government confiscated 14,400 bottles of M&S’s own-label Rosecco sparkler before they left Italy.

The brand is illegal under EU

egislation which came into force in August, which means that the name Prosecco can only be used for DOC and DOCG wines. Even the grape variety Prosecco now has to be known as Glera.

Giancarlo Vettorello, director of the Consorzio per la Tutela di Conegliano- Valdobbiadene Prosecco Superiore, said: “The consorzio was very satisfied that this illegal brand was stopped from

eaving Italy.

“The seizure of the Rosecco brand, owned by Marks & Spencer, is the first high-profile example of the full implications of the new regulations and we hope this is the beginning of the full eradication of imitation Prosecco products from the UK market.”?He added that another illegal brand is still available in the UK. “Prosecco Capriolo, produced in Germany and available in Tesco, is no longer able to use the name Prosecco due to its geographical location and its lack of alcohol,” he said. “We hope that the case of Rosecco will enlighten UK retailers about the full and wide-reaching implications of the new law.”?AWAITING M&S COMMENT?245




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