A majority of American wine consumers rank where a wine comes from higher than most other factors when making purchases. A survey for the US-based Center for Wine Origins shows that 57% of Americans believe that location is more important than brand, price, and store recommendations.

The survey is part of a three-year campaign partly financed by the European Union and Champagne, Porto and Sherry producers.

High-profile consumer education initiatives will demonstrate that names of wine growing regions are more than just places on a map, but rather locations where traditions, climate, and soil blend to produce unique wines. The campaign is directed at helping consumers not be misled by producers who want to use a region's name as their own.