The name Barbera d’Asti has officially been registered as a collective trademark with the European Union Intellectual Property Office (EUIPO), marking a key development in the region’s efforts to protect and promote its wines across international markets.
Filed in November 2023 by Studio Legale Merlo on behalf of the Consorzio Barbera d’Asti e Vini del Monferrato, the application was approved without opposition and is valid until November 2033. The trademark, registered under number 018956876, applies to use of the term “Barbera d’Asti” throughout the European Union.
The registration grants legal protection to the name across a wide range of uses, including wine products, promotional activities, competitions, education programs, and hospitality services. It is expected to strengthen the identity and market positioning of Barbera d’Asti wines within the EU and support further outreach in global markets.
Barbera d’Asti holds DOCG (Denominazione di Origine Controllata e Garantita) status, the highest classification in Italian wine law, which it obtained in 2008. Production rules require the wine to be made from at least 90% Barbera grapes, sourced from designated areas in the provinces of Asti and Alessandria. Minimum aging requirements and alcohol content levels are also strictly regulated, with Barbera d’Asti Superiore requiring longer maturation and higher strength.
While the DOCG designation already provides geographical protection under EU law, the new trademark adds another layer of defense against counterfeiting and unauthorized use, particularly valuable as producers look to grow their presence outside Europe. The move reflects a broader trend among Italian wine consortia to reinforce the international recognition of regional appellations through legal branding strategies.
