Models of collective reputation are extended here to consider the effects from regional marketing efforts that attempt to establish links to famous production regions—a phenomenon we define as “reputation tapping”. We collect data from a laboratory experiment and estimate consumer response to information that ties U.S. wine regions to French wine regions. Results show that reputation tapping is significant for wines from emerging regions and important among subjects that are relatively knowledgeable about wine. Our findings also suggest that full protection of geographical indications would require the regulation of activities beyond those by individual firms.