Patagonia wine producers fight to protect regional name

Ana Viola, CEO of Bodega Malma and president of the Cámara de Bodegas Exportadoras, is leading a long-term legal effort to ensure the name ‘Patagonia’ on wine labels accurately reflects the product's southern origin. The initiative aims to prevent the term from being used as a mere commercial marketing tool by companies that do not produce wine in the region.

The struggle involves monitoring international trademark registrations in intellectual property class 33. When attempts are made to register ‘Patagonia’ as a private brand, the Chamber responds with legal actions such as oppositions, nullity claims, or requests for registration expiration.

The conflict has historical roots dating back to around 2000, when an individual successfully registered ‘Patagonia’ as a trademark for wines in Argentina, attempting to charge regional wineries for its use. While the Instituto Nacional de Vitivinicultura (INV) established a Geographical Indication, it was initially forced to use ‘Patagonia Argentina’ due to the existing trademark. Subsequent legal victories by regional wineries eventually allowed the use of ‘Patagonia’ to denote origin.

Efforts to protect the designation continue through international trade negotiations, including agreements between the European Union and Mercosur, as well as within EFTA.