Wine Law

CONTENTS 11 I.4.1. Mandatory connection with the land; I.4.2. A mandatory connection with the wine itself; II. An Available Sign; II.1. Availability Regarding Signs in the Course of Trade; II.1.1. Availability regarding prior trademarks; II.1.2. Availability regarding prior designation of origin or geographical indication; II.1.3. Availability regarding prior signs identifying a legal entity; II.2. Availability Regarding Rights related to Personality and Creation; III. A Legitimate Sign; III.1. A Legitimate Sign at the Stage of Its Application; III.2. A Legitimate Exercise of the Trademark; III.2.1. Legitimate use made by a third party; III.2.2. Legitimate use of the prior trademark. Alexandra Varla Unconventional Trademarks in the Wine Industry 119 I. Introduction; II. The Notion of Unconventional Trademarks; III. The Value of Unconventional Trademarks and the Interdependence with Branding Strategies; III.1. The Advertising Function of a Trademark; III.2. Examples from the Wine Industry; IV. Legal and Policy Concerns in the Registration of Unconventional Trademarks; IV.1. The Absolute Grounds for Refusal and the Doctrine of Functionality; IV.2. Cases Regarding Registration of 3D Bottle-Shapes in the Wine and (Alcoholic) Beverages Industry; IV.2.1. Coca-Cola; IV.2.2. Wajos GmbH; IV.2.3. Vinicola Tombacco and Sandro Bottega; IV.2.4. Globefill Incorporated; IV.2.5. Bacardi & Company; V. Concluding Remarks.