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Italy Loses Tocai to Hungary; From Now, It's Just Friulano

Investors on the lookout for a genuine collectors' item could do worse than snap up a few cases of the 2006 Italian Tocai vintage - the last of its kind.

Northern Italy is in mourning for the loss of their name after an EU ruling that Tokay can be Hungarian, and only Hungarian, reports

Wine producers in Friuli, the region where Tocai Friuliano has been made for centuries, now have to call their wine simply Friulano.
And they are just waking up to the marketing difficulties that lie ahead. 'It's not easy to relaunch a wine which has lost its name. "In the wine industry, labelling is all," Bruno Pizzul of Gorizia in the centre of the Tocai region told The Times newspaper.

Winemakers are also not happy with the new name, which they point out is pointless as it is simply an adjective describing anything that comes from Friuli.

Under EU rulings on semi-generic names - which apply also to Gorgonzola, Champagne, Cheddar cheese, Parma ham and other products from famous regions - only Tokaji in Hungary can produce a wine of that name.

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