Barbera d’Asti gains trademark
The term ‘Barbera d’Asti’ has gained a collective trademark from the European Union Intellectual Property Office (EUIPO).
Trademark no. 018956876 was registered by Studio Legale Merlo of Asti on behalf of the Consorzio Barbera d’Asti e Vini del Monferrato, with the application received in November 2023 and the trademark itself valid until 10 years after that date, in November 2033.
The EUIPO trademark applies to use of the term ‘Barbera d’Asti’ within the European Union, with no opposition to the application received. It covers a variety of possible uses of the name, including for wines, competitions, marketing, masterclasses and within the hospitality sector.
In a statement, consorzio president Vitaliano Maccario expressed a desire to increase the trademark reach for this red wine from eastern Piemonte: “The trademark will ensure even greater protection for Barbera d’Asti across the European Union; however, we are also working to extend this registration to non-EU markets. It is a crucial tool for strengthening and enhancing Barbera d’Asti’s position on the international stage, building consumer trust, and supporting the growth of our producers in foreign markets.”
What does it mean?
David Way, author of The Wines of Piemonte and editor of the WSET Diploma textbook, told the drinks business: “The main benefit I think would be that registered trademarks allow you to take legal action against infringers, including counterfeits and unauthorised use.”
“Of course,” continued Way, “the DOCG status already gives some protection under European law as it is protected designation of origin but having a trademark could perhaps add additional legal recourse.”
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Barbera d’Asti has been a DOCG wine since 2008, having first become a DOC in 1970.
According to its production regulations, the wine must be made from at least 90% Barbera (which can be sourced from 116 municipalities in the province of Asti and 51 municipalities in the province of Alessandria), and be aged for a minimum of four months after 1 November of the harvest year, with the minimum ABV at 12%. For Barbera d’Asti Superiore, that ageing requirement goes up to 14 months (at least six of which must be in barrel), and the lowest ABV permitted is 12.5%.
Tessa Donnadieu, export manager for Vinchio Vaglio, one of the region’s historic wine cooperatives with almost 200 winegrowers as members (growing mainly Barbera), said: “For sure this is an important step to protect Barbera d’Asti appellation and maybe to become an International brand such as other famous appellations Barolo and Barbaresco. In these case the trademarks have been registered more than 30 years ago. This is a good opportunity that can help the promotion of Barbera d’Asti to become a more recognisable appellation. We need a stronger presence in all international markets.”
Vinchio Vaglio’s big markets within the EU are Denmark and Sweden, with extra-EU sales being driven by the likes of the US, UK, South Korea and Japan.
Asked whether she agrees with the consorzio’s plan to try and extend the trademark to non-EU territories, Donnadieu said: “Of course this should be the next step for Barbera d’Asti appellation. From our side, we registered our brand name Vinchio Vaglio and some of the most important wines in the EU and in the United States, one of our main export destination, and in China, a sensitive area where sometimes you can find some counterfeited wines.”
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