The upcoming EU-Mercosur trade agreement will impose restrictions on the use of geographically protected food and drink names. Specifically, the agreement will prevent the free use of designations for certain products, effectively limiting imitation. This extends beyond direct naming; terms like “type,” “class,” or “style” will also be prohibited when referencing these protected goods. The changes aim to safeguard the origin and reputation of European and South American products with established geographical indications. This means producers outside the designated regions will be unable to market items using language that suggests a connection to those protected origins. The agreement’s details signal a focus on protecting intellectual property related to regional specialties in the food and beverage sector. These restrictions are expected to impact a range of products, including Champagne, Grappa, and Roquefort cheese.