The European Union General Court has rejected the appeal of Manufaktur Jörg Geiger GmbH, thereby confirming the invalidity of the “PriSecco” trademark. The judgment aligns with earlier findings by both the European Union Intellectual Property Office (EUIPO) and its Board of Appeal, which had ruled that the brand unlawfully evoked the renowned Italian designation “Prosecco.”
“This is a significant victory for the entire Prosecco System,” declared Giancarlo Guidolin, President of the Prosecco DOC Consortium, supported by Franco Adami of the Conegliano Valdobbiadene Prosecco DOCG and Michele Noal of the Asolo Prosecco DOCG. “It is essential to prevent any infringement to protect both our production chains and consumers from any exploitation deriving from the renown of our products. Our goal is to continue strengthening the protection of designations at an international level.”
THE CASE: FROM REGISTRATION TO REJECTION
The dispute centers on the brand “PriSecco,” registered in 2015 by Manufaktur Jörg Geiger GmbH for a fruit-based beverage. In 2020, the Consortium for the Protection of DOC Prosecco challenged the registration, citing its phonetic and visual similarity to the term Prosecco and the risk of undue association between the two names.
In June 2022, the EUIPO declared the trademark invalid, acknowledging that “Prosecco has become the most renowned sparkling wine of the European Union, alongside Champagne.” Following this decision, the German company appealed to the EUIPO Board of Appeal, which in 2024 rejected the appeal. Manufaktur Jörg Geiger GmbH subsequently took the case to the EU General Court, requesting the annulment or modification of the decision—but again received an unfavorable outcome.
THE COURT’S DECISION
The Tribunal confirmed that the Board of Appeal had correctly applied the criteria to establish evocation. It held that, despite differences in the nature of the products, the strong visual and phonetic similarities between the two names—particularly the near-total inclusion of the term “Prosecco” within “PriSecco”—were sufficient to establish evocation.
The Court also ruled that the prior registration of the trademark in Germany was irrelevant. Instead, it recognized Prosecco’s global reputation and the need to safeguard its cultural and economic value.
A BROADER BATTLE AGAINST MISAPPROPRIATION
“PriSecco is one of the most prominent cases, but it joins a long list of attempts at exploitation—such as ‘Primasecco,’ ‘Perisecco,’ and ‘Nosecco,’” commented Giancarlo Moretti Polegato, President of Sistema Prosecco. “Our designations are too frequently violated across various types of products and services. We will continue to work with determination to combat these practices, preserving the quality and reputation of an entire production chain. This victory proves that the daily and joint commitment of the three Consortia is a synergy that truly works.” The Prosecco Consortiums expressed their gratitude to Bird & Bird LLP, the legal firm instrumental in achieving this result.
WHAT’S NEXT
From the date of publication of the ruling, Manufaktur Jörg Geiger GmbH has two months to appeal before the Court of Justice of the European Union. Meanwhile, Sistema Prosecco confirmed it will continue to closely monitor the case and remain steadfast in its international protection efforts.
This latest decision strengthens the EU’s commitment to defending Geographical Indications and underscores the economic and cultural importance of safeguarding the identity of one of Europe’s most famous wines.
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