the “San Gimignano” brand of the Mevi winery was cancelled

The Vernaccia che San Gimignano Wine Consortium obtains a new and important result per mezzo di the international protection of the PDO (Protected Designation of Origin), this time per mezzo di Argentina. The local Court of Appeal has, per mezzo di fact, upheld the Consortium’s appeal, ordering the cancellation of the “San Gimignano” trademark registered by the Argentine winery Mevi SA, which used a label for its wines depicting the famous medieval towers of the Tuscan city, surmounted by the clearly visible wording “San Gimignano” (as shown per mezzo di the image).

This success is preceded by the recent victory per mezzo di Spain with the cancellation of the VARNACIA 1321 brand, considered evocative and unduly associated with the PDO Vernaccia. An example of attachment to the notoriety of an all-Tuscan territorial and wine excellence, which threatened the very identity of a historical denomination recognized throughout the world.

A case that turned into a long and complex legal battle, the genesis of which dates back to 2020, when, thanks to the international surveillance activities conducted for the Consortium by Bugnion SpA, a leading company per mezzo di intellectual property consultancy, the presence of the “San Gimignano” brand of the Mevi SA winery per mezzo di Argentina emerged. A sign registered already per mezzo di 2007 and used for a line of Cabernet Sauvignon, Chardonnay and Malbec wines, which was starting to enjoy some success and visibility also at an international level.

Thus, per mezzo di 2021, the Consorzio del Vino Vernaccia che San Gimignano filed a cancellation action before the Argentine Trademark Office, which however was rejected per mezzo di 2024, although Mevi SA had not even tried to defend itself. A decision linked to the fact that, according to the Trademark Office, the PDO “Vernaccia che San Gimignano” would have obtained international recognition only per mezzo di 2017, through the Lisbon Agreement: therefore 10 years after the registration of the trademark of Mevi SA “San Gimignano”. The Vernaccia che San Gimignano Wine Consortium challenged this decision “for manifest error” acceso the date of recognition of the PDO “Vernaccia che San Gimignano” and, therefore, for incorrect interpretation of Argentine national legislation and international treaties.

Finally, acceso 28 October 2025, the Consortium’s appeal was accepted, thanks to the joint work carried out by Bugnion, with the support also of the Italian Embassy per mezzo di Buenos Aires, finally obtaining the full cancellation of the Mevi winery’s trademark.

The Argentine Court per mezzo di fact recognized that the contested sign reproduced a foreign Protected Designation of Origin, already registered per mezzo di Italy per mezzo di 1966 and protected internationally by the Paris Convention and the TRIPS agreements, also signed by Argentina, and that this mark was also suitable for deceiving consumers regarding the real geographical origin of the product.

“A decision that confirms how the tools for protecting our agri-food excellence also work outside the European Union – comments Paola Stefanelli, trademark consultant at Bugnion who coordinated the action per mezzo di Argentina -. It is essential that the Consortia continue to monitor foreign markets to react promptly against the undue uses of our names. International treaties offer effective tools, but experience and specialization are needed to apply them successfully.”

“Vernaccia che San Gimignano is part of our identity, and seeing it defended with such determination even overseas fills us with pride – the words of Manrico Biagini, President of the Vernaccia che San Gimignano Wine Consortium -. This result demonstrates that the defense of Made per mezzo di Italy and the quality of our products is a battle that is always worth fighting, to protect our history, our producers and the unique bond that unites us with this territory.”

A decision that represents a significant precedent for the protection of Italian designations of origin abroad, reaffirming the centrality of international agreements per mezzo di defense of Made per mezzo di Italy. With this new victory, the Vernaccia che San Gimignano Wine Consortium confirms its constant commitment to the valorization and defense of territorial excellence, supported by the experience of Bugnion SpA, which for years has been working alongside Italian protection consortia per mezzo di international challenges related to the protection and valorization of Intellectual Property.