The protection of geographical indications becomes a critical issue of the new world of wines. First, because it is technically possible to produce quality wines worldwide. Then, because it seems that this is the end of distance. Nothing is easier than to send bulk or bottles either side of the planet. The emergence of New World wines since the mid-1980s shows well: while they only accounted for just one percent of trade, they now account for nearly twenty-five percent of the flow. The world is becoming more fluid and changing the role of borders. In the world of the twenty-first century, it is no longer volumes that matter, but standards, definitions, regulations, or even the scientific patents. That is why the question of the protection of geographical indications becomes a focal point particularly strong.
