Bodegas Alvear Blocks Barilla 'Alveari' EU Trademark Bid

The European Union Intellectual Property Office has refused Barilla's trademark application for Alveari following an opposition by Bodegas Alvear. The historic Spanish winery demonstrated that the mark risked taking unfair advantage of its established reputation in the wine sector. Officials determined that consumers could associate the food group's proposed mark with the winery's long-standing family business. The decision prevents registration across relevant classes. Barilla, the Italian pasta and bakery products group, had sought the mark for foodstuffs. This opposition success highlights the protection afforded to earlier well-known marks in related fields under EU law.

The ruling underscores the EUIPO's approach to reputation-based oppositions where free-riding concerns arise. No further details on appeals were immediately available.