EUROPEAN PROTECTION FOR BARBERA D'ASTI: COLLECTIVE TRADEMARK REGISTERED. A RECOGNITION THAT STRENGTHENS THE PROTECTION OF THE DENOMINATION AND PROMOTES THE IDENTITY OF THE TERRITORY.

Costigliole d'Asti , 5 May 2025 - The Consorzio Barbera d'Asti e Vini del Monferrato is pleased to announce that the European Intellectual Property Office - EUIPO, on 18 April 2025, has granted the collective trademark n. 018956876 " BARBERA D'ASTI "

“ We are proud to have obtained this collective trademark, which marks an important milestone for the Consortium ,” says Vitaliano Maccario, President of the Barbera d'Asti and Monferrato Wines Consortium. “This recognition represents a milestone for all the member companies that contribute every day to promoting this denomination and our territory. The trademark will guarantee even greater protection for Barbera d'Asti within the European Union ; however, we are working to extend this registration to non- European markets as well. This is a fundamental tool for consolidating and enhancing the positioning of Barbera d'Asti on the international scene, strengthening consumer confidence and supporting the growth of our producers on foreign markets.”

The collective brand represents a fundamental result for the support of the member companies of the Consortium, which will be able to count on the increased valorization and promotion of a product, which has now consolidated its position on the wine market, imposing itself for its personality and distinctive capacity.

The ownership of the trademark belongs to the Consortium, as the entity that carries out the function of guaranteeing the origin, nature and quality of the products distinguished by the trademark itself. The registration procedure was handled by the Merlo Law Firm of Asti , trademark agent at the EUIPO.

The collective brand works in synergy with the geographical denomination (DOCG) and allows Barbera d'Asti producers to strengthen and develop their commercial presence in Europe and abroad, with a further competitive advantage, overcoming the limits of denominations, qualifying the identity and provenance of Barbera on the market and generating value for the entire supply chain, from individual producers to the Consortium, to the distribution network, up to the final consumer. To this end, the brand has also been registered in sectors related to the wine sector and functional to its promotion, such as catering, hotel, event organization, training and commercial intermediation services.

With a view to protecting the denomination, a specific regulation has also been drawn up , which defines the conditions of use and the quality requirements that producers must respect, and a distinctive logo , which will visually represent the brand on both European and international markets, strengthening its identity and recognisability.

This regulation governs the use of the collective brand by the members of the Consortium, who may reproduce it on the back labels of the bottles, on the packaging and in their corporate communications , according to the established criteria. It defines the quality standards and the related controls, in compliance with the Production Regulations. It is therefore a further guarantee for consumers who can verify that the product has been made respecting the pre-established rules and quality standards.

" Talking about identity means recognizing and enhancing the peculiarities of each denomination, but also weaving these diversities into a common Piedmontese fabric, cohesive and unitary ", continues President Maccario. " Barbera is not only the heart of our wines, but also the grape variety from which our winemaking tradition springs. The logo represents the strong symbol of this vision : the fingerprint on the logo not only certifies the authenticity and uniqueness of the territory, but also symbolizes the community - every producer, every citizen who contributes to the richness of our collective identity ."

2025 continues to be a year of great excitement for the Consorzio del Barbera d'Asti e Vini del Monferrato, committed to enhancing and protecting its territory with the aim of making Barbera d'Asti and the other denominations protected by the Consortium, a contemporary symbol of excellence, conviviality and quality.