BEYOND THE VINEYARD Useful Miscellania for Trademark Practitioners Paul W. Reidl Associate General Counsel E. & J. Gallo Winery September 1999 Copyright Paul W. Reidl, 1999

FEELED SURVEY RESULTS 4 Before Lunch 5% 4 Before Cocktail Reception 10% 4 I’m Sleeping, Don’t Bother Me 15% 4 Get This Over With So I Can Go Party on My Firm’s Expense Account 75%

DISCUSSION TOPICS 4 LABEL APPROVALS 4 LABEL CONTENT 4 GEOGRAPHIC INDICATIONS 4 INTERNET SALES

LABEL APPROVALS: US 4 32 States Require Prior Approval 4 ATF Requires Prior Approval for All Beer, Spirits and Wines (over 6% Alcohol only) 4 Wines Under 6% are Regulated by the FDA; No Prior Approval Required

US PRACTICE TIPS 4 Look for “Mandatories” 4 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 4 Search ATF Data Base

Sili%

NON - US LABEL CONTENT 4 Generally, No Prior Approval Required

NON-US LABEL CONTENT 4 Language Issues

NON-US LABEL CONTENT

NON-US LABELS 4 Local “Mandatories”

RECYCLING SYMBOLS

LABEL CONTENT 4 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 4 Immoral or Scandalous Terms 4 Health Claims?

LABEL CONTENT BACK LABELS -- US 4 United States -- First Amendment -- 4 “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 CONTENT EUROPEAN UNION 4 “This California wine is red.”

GEOGRAPHIC INDICATIONS 4 Government-created Special Term 4 Specific Goods-Place Nexus 4 American Viticultural Areas (AVA), Denominazione Di Origine Controllata e Garantita (DOCG), Appellation d’Origine Controlle (AOC)

GEOGRAPHIC INDICATIONS 4 Examples: Sonoma County (Wine), Asti (Spumante), Roquefort (Cheese) 4 Semi-Generics: Chablis (Wine), Dijon (Mustard), Swiss (Cheese)

GEOGRAPHIC INDICATIONS 4 Registration issues 4 What happens when a trademark and a GI are similar? 4 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 4 Historical Restrictions on Distribution 4 Tax Revenue Loss 4 Under-Age Drinking