Can you imagine if, in the 20th century, wine producers in France had switched from a product made (almost) entirely from grapes to something that was essentially grape-flavoured alcoholic sugar water? It’s inconceivable. In fact, they did just the opposite. To stamp out the growth of ersatz wines, the appellation contrôlée system was created, which, for all its faults, provides a guarantee that a particular wine will be made from grapes from a certain area.