BBC随身英语(MP3+中英字幕) 第145期:食物品牌受到保护

Food for Thought!
For many people around the world a glass of Scotch is their favourite tipple.
Scotch whisky can come in blended or single malt varieties. Connoisseurs of the drink debate its tone, taste and its ageing process.
Distilleries around the world produce the drink but whisky-makers in Scotland have been trying to protect its name, saying that only when it's made there can it really be Scotch.

They say it's their distilling process involving barley and water that makes their product unique. Whisky is big business with almost 1.5 billion pounds (15 billion yuan) worth of it exported in the first half of this year.

Now, a new agreement by the Chinese government is expected to mean that Scotch sold in China will have been produced in Scotland. The UK Agriculture Minister, Jim Paice, says "If it says Scotch whisky on the bottle it will be Scotch whisky in the bottle in China's bars, restaurants, hotels and homes."
This is not the first time a food has been protected. In Europe many types of food have been given special protection. For example, the Champagne region of France is home to the drink of the same name.
Local producers have fought hard to make sure only sparkling wine made there can carry the name champagne. The European Union has legally protected its name with the Treaty of Madrid and its protection has been accepted by many other countries worldwide.
Numerous other edible products have their regional names protected but why is it so important? Well, giving a product its name of origin does add value by giving it a USP – it's unique selling point.
Consumers know where it has been made and that it's been manufactured to an exclusive recipe and ultimately that it tastes fantastic. At least from now on, everyone in China who enjoys a 'wee dram' knows they are drinking a genuine Scottish product.