Many publications have already managed to publish articles with provocative headlines like “New Year without Champagne” and “Cognac will disappear from Ukrainian store shelves in 2026”. It is worth recalling that similar headlines were abound in news feeds at the end of 2022 - then consumers were frightened by the disappearance of cheeses: Parmigiano Reggiano, Roquefort, feta. And even earlier - at the end of 2015 - hundreds of products whose names contained indications of regions of EU countries were supposed to “disappear”. Why is this “disappearance” happening for the third time, and what does intellectual property have to do with it?