For certain towns in viticultural areas, the importance of recognition as the “capital” speaks for itself. Occupying the dominant position with regard to the “appellation”, to which they have given their name, their pre-eminence cannot be disputed. For other wine-growing centres, however, which do not hold such a prominent position, the acquisition of this “capital” status signifies an even stronger affirmation of their importance, since this title has been acquired through much debate and discussion. In relation to a potential competition, this new status will serve them well. The cases of Tokaj in Hungary, Saint-Émilion and Épernay in France will serve to illustrate our main thesis.