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Like Champagne or Stilton, the name binds product and place (the Belgian town of Lembeek was an early brewing hub).
WSJ: The Sour and the Glory of Beer
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Prosecco, produced in Italy's Veneto and Friuli Venezia Giulia wine regions, enjoys legal brand protection under EU rules that govern other wines like Champagne and Port.
NPR: To Join EU, Croatia May Give Up Its Wine
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The travel agent may get the same rate as you, but in many cases, they get upgrades worth a couple of hundred dollars or more per night, from room class upgrades which are significant to extras like champagne on arrival, free breakfast daily, in some cases even free meals and free spa treatments.
FORBES: Why You Need A Travel Agent, Part 2