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It's not trademark or copyright, though, is it?
The usual boeuf is down to it being appellation d'origine contrôlée - you can't call fiizzy wine Champagne, unless it's from & made in the Champagne region, to specific standards.
Or from a country / area that don't give a fuck, and is not governed by various trade agreements / other treaties - like parts of the US.
NotThamesWater
mmccarthy
Would be interesting to see what's caused the decision now (newly being sold in Europe/Belgium perhaps?). Of course I'm sure trademark/copyright laws are pretty complex, but it still seems like a pretty clear case IMO (I, not being a lawyer)