Actually no it aint. You cannot put a label on a cheap bottle of wine claiming to be from a renown region and price far more money thats a fraud. And todays analysis already can destinguish when such fraudery appears by looking at the H-isotope pattern to identify where the wine is from. The origin is a part of the pricing. This story seems a bit like the "Made in"-story. Just because other countries produce a superior quality/are more renown i cannot simply steal that by just copying the name of the product so its harder to identify rather i have the original or just a copy.
Companies should be renowned for their achievements not for the ones of others