Prosecco name dispute reaches UK High Court
A legal dispute concerning the use of the term Prosecco is progressing through the UK High Court, placing the spotlight on how rigorously protected wine names are enforced in Britain.
The case has been brought by the Consorzio di Tutela della Denominazione di Origine Controllata Prosecco, the body responsible for safeguarding the designation. The organisation is pursuing legal action against a London-based drinks business and its directors over alleged misuse of the term in connection with sparkling wines sold in the UK.
According to The Times, the defendants argue that their wines conform to the technical requirements necessary to be described as Prosecco and deny any infringement.
What defines Prosecco?
Prosecco is not a generic descriptor but a protected designation of origin. As per the European Commission register of geographical indications, the name is reserved for wines produced in defined areas of north-eastern Italy, primarily within Veneto and Friuli Venezia Giulia, and made predominantly from the Glera grape.
This framework continues to apply in the UK following Brexit, with geographical indications protected under retained EU law, according to the UK Government.
The Consorzio is tasked with monitoring markets and taking action where it believes the name is being misused, a role it has pursued with increasing vigilance as Prosecco’s global footprint has expanded.
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A valuable export market
The UK is one of the most significant export markets for Prosecco. Data from the International Organisation of Vine and Wine indicates sustained global demand for Italian sparkling wine, while market analysis from NielsenIQ points to the UK’s continued importance in volume terms.
As reported by the drinks business, Prosecco has consistently outperformed Champagne in the UK by volume in recent years, making brand protection a commercial priority for producers.
Legal arguments likely to centre on compliance
At the centre of the dispute is whether the wines in question meet the conditions required to use a protected geographical name, and whether their marketing could mislead consumers.
According to the World Intellectual Property Organisation, geographical indications differ from trademarks in that they are intrinsically linked to origin as well as production method. Use of a protected term may be challenged if it creates confusion regarding provenance, even where technical arguments appear persuasive.
As reported by The Times, the High Court has declined to dismiss the claim at an early stage, meaning the case is expected to proceed to a full hearing where evidence will be examined in detail.
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