IN BREVE
- The Argentine Court of Appeals has granted the appeal of the Vernaccia di San Gimignano Wine Consortium for the cancellation of the ‘San Gimignano’ trademark registered by Mevi S.A.
- This ruling follows the recent cancellation of the VARNACIA 1321 trademark in Spain, deemed evocative of the Vernaccia PDO.
- The cancellation request filed by the Consortium dates back to 2021, after the trademark registered in 2007 by Mevi S.A. for wines such as Chardonnay and Malbec came to light.
- The decision represents a significant precedent for the protection of Italian denominations abroad and underscores the Consortium’s commitment to safeguarding territorial excellence.
The Vernaccia di San Gimignano Wine Consortium has achieved a new success in protecting the Protected Designation of Origin. The Argentine Court of Appeals has granted the Consortium’s appeal and ordered the cancellation of the “San Gimignano” trademark, registered by the winery Mevi S.A. and used for a wine line with a label depicting the medieval towers of the Tuscan town.
The ruling follows the recent decision in Spain, with the cancellation of the VARNACIA 1321 trademark, deemed evocative of the Vernaccia PDO. The Argentine case began in 2020, during international monitoring activities carried out for the Consortium by Bugnion S.p.A. The “San Gimignano” trademark registered in 2007 by Mevi S.A. came to light. The trademark was used for Cabernet Sauvignon, Chardonnay and Malbec wines, already present in foreign markets as well.
THE LEGAL CASE
In 2021 the Consortium filed a cancellation action with the Argentine Trademark Office. In 2024, however, the request was rejected, despite the absence of a defense by the Mevi winery. The Office believed that the “Vernaccia di San Gimignano” PDO was recognized internationally only from 2017 through the Lisbon Agreement. A date subsequent to the filing of the contested trademark. The Consortium appealed the decision for “manifest error” regarding the date of recognition of the PDO, citing Argentine legislation and applicable international treaties.
THE ARGENTINE COURT’S DECISION
On October 28, 2025, the appeal was granted. The Court, with the support of the work carried out by Bugnion and the Italian Embassy in Buenos Aires, recognized that the “San Gimignano” trademark reproduced a foreign PDO registered in Italy in 1966 and protected by the Paris Convention and the TRIPS agreements. For the judges, the sign was also likely to mislead consumers about the actual geographical origin of the wines.
“A decision that confirms how the protection tools for our agri-food excellence work even outside the European Union,” comments Paola Stefanelli, trademark consultant at Bugnion who coordinated the action in Argentina. “It is essential that Consortia continue to monitor foreign markets to react promptly against improper uses of our denominations. International treaties offer effective tools, but experience and specialization are needed to apply them successfully.”
THE CONSORTIUM’S COMMENT
“Vernaccia di San Gimignano is part of our identity, and seeing it defended with such determination even overseas fills us with pride,” said Manrico Biagini, President of the Vernaccia di San Gimignano Wine Consortium. “This result demonstrates that defending Made in Italy and the quality of our products is a battle always worth fighting, to protect our history, our producers and the unique bond that unites us to this territory.”
The Argentine decision is considered a significant precedent in the protection of Italian denominations abroad. The Consortium thus confirms its commitment to defending territorial excellence, supported by Bugnion S.p.A., which has been active for years alongside protection Consortia in international matters related to Intellectual Property.
