BEYOND THE VINEYARDUseful Miscellania for

Trademark Practitioners

Paul W. Reidl

Associate General Counsel

E. & J. Gallo Winery

September 1999

Copyright Paul W. Reidl, 1999

FEELED SURVEY RESULTS

Before Lunch 5%

Before Cocktail Reception 10%

I’m Sleeping, Don’t Bother Me 15%

Get This Over With So I Can Go Party on My Firm’s Expense Account 75%

DISCUSSION TOPICS

LABEL APPROVALS

LABEL CONTENT

GEOGRAPHIC INDICATIONS

INTERNET SALES

LABEL APPROVALS: US 32 States Require Prior Approval

ATF Requires Prior Approval for All Beer, Spirits and Wines (over 6% Alcohol only)

Wines Under 6% are Regulated by the FDA; No Prior Approval Required

US PRACTICE TIPS

Look for “Mandatories”

Health Warning & Sulfite Statement

LABEL CONTENTS: GOVERNMENT WARNING

GOVERNMENT WARNING: (1) According to the Surgeon General, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.

Contains Sulfites.

FDA Nutrition Facts Statement (Under 6% Wines)

LABEL CONTENTS: US

Search ATF Data Base

Sili%

NON - US LABEL CONTENT

Generally, No Prior Approval Required

NON-US LABEL CONTENT

Language Issues

NON-US LABEL CONTENT

NON-US LABEL CONTENT

NON-US LABELS

Local “Mandatories”

RECYCLING SYMBOLS

LABEL CONTENT

What are the Trademarks on the Label?

Is the Leaf Design a Trademark?

No

Kendall-Jackson Winery Ltd. v. E. & J. Gallo Winery, 150 F.3d 1042 (9th

Cir. 1998)

WHAT IS THE TRADEMARK?

LABEL CONTENT

Immoral or Scandalous Terms

Health Claims?

LABEL CONTENTBACK LABELS -- US United States -- First Amendment --

“This wonderful California wine is lovingly vinified from hand-picked premium grapes by family farmers. Pause and linger over the essence of bell pepper and hints of blackberry jam that burst onto the palate like a brilliant summer morning.”

LABEL CONTENTEUROPEAN UNION

“This California wine is red.”

GEOGRAPHIC INDICATIONS

Government-created Special Term

Specific Goods-Place Nexus

American Viticultural Areas (AVA), Denominazione Di Origine Controllata e Garantita (DOCG), Appellation d’Origine Controlle (AOC)

GEOGRAPHIC INDICATIONS

Examples: Sonoma County (Wine), Asti (Spumante), Roquefort (Cheese)

Semi-Generics: Chablis (Wine), Dijon (Mustard), Swiss (Cheese)

GEOGRAPHIC INDICATIONS

Registration issues

What happens when a trademark and a GI are similar?

INTA Position: Disputes between trademarks and GI’s should be resolved on a “First in Time, First in Right” basis.

IS THERE A GI?

INTERNET SALES: ISSUES

Historical Restrictions on Distribution

Tax Revenue Loss

Under-Age Drinking

Paul.Reidl@ejgallo.com