Sure, something like fancy French perfume can be marketed in a similar way around the word: the only thing that changes is how sexy the ad allowed to be! But the ad campaigns for our wines are completely different in, say, the USA and French. Our American ads show a couple drinking wine in a very exclusive restaurant; it's clearly a special occasion. And our French ads show a group of adults, obviously old friends, having a casual meal at home. The product is the same, but the 'packaging' is completely different.