Collective Trademark Registered. A Recognition That Strengthens the Protection of the Denomination and Promotes the Identity of the Territory
Costigliole d’Asti, May 16th, 2025 — The Barbera d’Asti and Monferrato Wines Consortium is pleased to announce that the European Union Intellectual Property Office (EUIPO) has officially granted the collective trademark no. 018956876 “BARBERA D’ASTI“.
“We are proud to have obtained this collective trademark, which marks a significant milestone for the Consortium,” said Vitaliano Maccario, President of the Barbera d’Asti and Monferrato Wines Consortium. “This recognition is a landmark achievement for all our member wineries, who work every day to promote this denomination and our territory. The trademark will ensure even greater protection for Barbera d’Asti across the European Union; however, we are also working to extend this registration to non-EU markets. It is a crucial tool for strengthening and enhancing Barbera d’Asti’s position on the international stage, building consumer trust, and supporting the growth of our producers in foreign markets.”
The collective trademark represents a key achievement in supporting the member wineries of the Consortium, who will now benefit from enhanced promotion and value recognition of a product that has firmly established its place in the wine market—standing out for its strong character and distinctive identity.
Ownership of the trademark belongs to the Consortium, which serves as the guarantor of the origin, nature, and quality of the products bearing the trademark. The registration process was managed by Studio Legale Merlo of Asti, the official representative of the trademark before the EUIPO.
The collective trademark works in synergy with the geographical designation (DOCG), enabling Barbera d’Asti producers to strengthen and expand their commercial presence both in Europe and internationally. It provides an additional competitive advantage by going beyond the limits of appellations, clearly defining the identity and origin of Barbera on the market, and generating value across the entire supply chain – from individual producers to the Consortium, the distribution network, and ultimately the end consumer.
To this end, the trademark has also been registered in sectors related to wine and its promotion, including hospitality services, hotels, event organization, training, and commercial intermediation.
As part of the broader effort to protect the denomination, a specific regulation has also been drafted, outlining the conditions of use and quality requirements that producers must meet. Additionally, a distinctive logo has been created to visually represent the trademark in both European and international markets, further strengthening its identity and recognizability.
This regulation governs the use of the collective trademark by Consortium members, who will be allowed to display it on back labels, packaging, and corporate communications, in accordance with the established criteria. It sets out quality standards and corresponding control measures, in line with the official Production Regulations. As such, it provides an additional guarantee for consumers, who can be assured that the product has been made in compliance with predefined rules and quality standards.
“Speaking of identity means recognizing and valuing the unique qualities of each denomination, while also weaving these differences into a cohesive and unified Piedmontese fabric,” continues President Maccario. “Barbera is not only at the heart of our wines, but it is also the grape variety from which our winemaking tradition originates. The logo stands as a powerful symbol of this vision: the fingerprint within it not only certifies the authenticity and uniqueness of our territory, but also represents the community – every producer, every citizen who contributes to the richness of our collective identity.”
2025 is expecting to be a year of great momentum for the Barbera d’Asti and Monferrato Wines Consortium, which remains firmly committed to enhancing and protecting its territory. The goal is to establish Barbera d’Asti—and the other denominations protected by the Consortium—as a contemporary symbol of excellence, conviviality, and quality.
About Barbera d’Asti and Monferrato Wines Consortium
Founded in 1946, the Barbera d’Asti and Monferrato Wines Consortium is responsible for protecting and promoting its denominations, ensuring their presence and image in both national and international markets, also through the use of specific distinguishing trademarks. Currently, the Consortium has over 421 member companies and safeguards 13 protected denominations.
