Rolling hills, villages, vineyards, good food and good wine. The evocative power of the word Chianti, as well as the Made in Italy brand, is very strong. It is true for Italy, Europe, the United States and, increasingly, even for the Asian markets and the rest of the world, where this brand is recognized as a guarantee of quality and taste.
If this did plays to the italian producers, it often happens that some companies make and improper use of an already registered Designation of Origin to attract more consumers with fraudulent commercial offers.
The protection the trademark
One of the most important task of the Consortium is precisely to protect the uniqueness of the Chianti Designation of Origin, both as a word and as a figurative mark (our smiling C, for instance).
This activity requires first of all the registration of the mark to the relevant authorities. If in Italy there is the UIBM, as far as the European Union is concerned we refer to the OHIM. The whole thing gets more complex at the international level where, although there are conventions and treaties, it is actually necessary to start a registration procedure for each country.
This process is functional to an efficient monitoring against improper and fraudulent uses of the Chianti DOCG Denomination, an activity the Consortium carries out worldwide. And it is on the ground of those trademarks registrations that the it can act, for example, against the selling of kits for the DIY production of Chianti wine that you can find on Amazon and other marketing websites.
Words are important
The english wikipedia page (surely one of the most visited) incorrectly defines a Chianti wine as “any wine produced in the Chianti region in central Tuscany”, while the italian wording correctly states that “Chianti” is a wine produced in the region of Tuscany with a controlled designation of origin, thus is a portion of the Tuscany region on the basis of a proper regulation of production.
While it is true that today protecting trademarks and intellectual property is becoming ever more complex, it is also true that the internet has expanded the ability to inform as well as to sell.
That’s why the role of the Consortium in favor of a better brand awareness is crucial: an informed consumer is as a conscious consumer, able to detangle the wine market jungle.