TTAB Blocks Mexican Resort's Wine Trademark Over Italian Brand

The Trademark Trial and Appeal Board issued a decision on September 8, 2026, refusing a trademark application filed by a Mexican resort for wine. The Board determined that the mark would likely cause confusion with the brand of an established Italian winery.

The proceeding involved an opposition or ex parte refusal based on similarity of the marks and overlap in the goods. The Italian winery successfully demonstrated priority and a likelihood of confusion under the relevant factors.

The ruling prevents the resort from obtaining federal registration for the mark in connection with wine products. TTAB decisions on likelihood of confusion often turn on the similarity of the marks in appearance, sound, and meaning, as well as the relatedness of the goods and channels of trade.

This outcome underscores the Board's continued scrutiny of marks in the alcoholic beverages category where consumer confusion risks are high.

Sources: https://www.law360.com/articles/2522667/italian-winemaker-wins-tm-fight-at-ttab https://www.law360.com/articles/2522667/italian-winemaker-wins-tm-fight-at-ttab