The battle continues between French interests keen on distinguishing bubbly from the Champagne region of France from foreign competitors' sparkling wines, especially those from California. The latest volley comes from the Champagne Bureau USA trade group, which is running ads with a champagne-formed question mark and the copy "Maine lobster from Kansas? Of course not. Champagne only comes from Champagne, France." Beverage consultant Arthur Shapiro is unconvinced that the ads will resonate. "California has great sparkling wines, and the bubbles are the same. This concept is foolish because the French growers are talking to themselves," he says.
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