Geographic "trade marks" are very much an EU thing - Protected Designation of Origin (PDO) or Protected Geographical Indication (PGI), though they exist at a WTO level too. This is probably something president trump hasn't got round to having a beef with yet. But in summary the Americans don't tend to protect things the same way. For example Monetary Jack Cheese isn't protected.
Its very much like registering a trade mark. Once the usage is generic or common, it can't be protected (e.g. Pilates, Karate, Yoga). If its very specific, it can be. Nobody likes to get a trade mark removed as it can bankrupt you.
Culturally the US tends to like protecting brands rather than manufacturing locations as they probably like being able to make things in other locations. Obviously with Champaign (for example) that would never do.