Because this process allows a party to secure national rights in a name before use has begun, it is one of the first steps many producers will take once they have decided to adopt a particular brand name. Accordingly, watching trademark filings can reveal interesting market trends.
For instance, a review of filings for trademarks for wine in February of 2011 reveals the following interesting tidbits:
- Paterno Wines International, aka Terlato Wines, appears to be pursuing a branding strategy involving text messaging abbreviations and acronyms including the following: BTW; BRB; BFF; FML; FYI; IDK; TLC; TMI; WTF; XOXO (extra credit for anyone who can identify the meanings for all of these abbreviations; do you think TTB will approve a COLA for WTF?)
- The Wine Group appears intent on beating to death the "pastry" market it first exploited with its CUPCAKE brand with new trademark applications for the following names: SMALL CAKES; SWEET SHOPPE; JELLY DONUT; LEMON CHIFFON PIE (I wonder how Layer Cake feels about these new marks?)
- Precept Wines also appears intent on jumping on this band wagon with applications for the following: CONFECTIONER’S CHOCOLATE; CONFECTIONER’S ANGEL CAKE; CHOCOLATE SHOP CRÈME DE COCOA (something just unappealing about wines named after bakery sweets).
We'll continue to bring you updates on these emerging brand trends as we conduct our monthly review of trademark applications filed with the USPTO for names for wine.
For more information or assistance on trademark matters contact Scott Gerien at firstname.lastname@example.org