They probably mean that the certification requires very rigid processes which means any variation would not get the stamp of approval so innovation and experimentation is discouraged.
There are plenty of examples where the young renegades veered off and produced their own products in an AOC or DOC region. It just means the onus of marketing is upon themselves.
It just makes more sense to create a brand that binds hundreds of producers together by standards. Everyone on average is better off.
It just makes more sense to create a brand that binds hundreds of producers together by standards. Everyone on average is better off.