A historic transition for Veneto wine and the entire Italian wine sector. After more than twenty years, ownership of the collective and certification trademarks associated with the main Valpolicella appellations—”Amarone,” “Amarone della Valpolicella,” “Recioto della Valpolicella,” “Valpolicella Ripasso,” and “Valpolicella”—has been transferred from the Verona Chamber of Commerce to the Consortium for the Protection of Valpolicella Wines. The transfer, formalized by notarial deed and officially presented to the Prefecture in Verona, also includes the “Vino di Ripasso” and “Ripasso” trademarks, in addition to the “Recioto” trademark, shared with the Vicenza Chamber of Commerce.
Trademarks from the Chamber of Commerce to the Consortium: a new chapter for Amarone and Valpolicella
Since 2004, the Verona Chamber of Commerce has assumed the role of guarantor of the trademarks, registering them in the main international markets.
“This alliance has allowed us to safeguard the identity and authenticity of Valpolicella wines,” emphasized Carlo De Paoli, a member of the Chamber of Commerce’s board.
Today, in a more complex and competitive global context, management has been transferred directly to the Consortium, which will thus be able to act with greater autonomy and impact in the legal and commercial protection of the denominations.
Counterfeits and Italian-sounding wines: the hot front
Consortium President Christian Marchesini emphasized how trademark ownership is a crucial tool against counterfeiting. Since 2018, the Consortium has invested over €1.2 million in legal and surveillance actions, pursuing 176 disputes at the national and international levels.
Among the most notable successes are the cases won against the Swedish brands “Casa Marrone” and “Casa Marrone Appassimento,” and the brands “Passorone” and “Ronepasso,” which have earned the Consortium approximately €1 million in compensation, reinvested in promotional activities.
Amarone remains the wine most affected by Italian-sounding wines, with 20 cases in 2024 alone. Imitations range from “A Ma Luo Ni” in China to “Amaronauta” in Italy, including “Gran Marone” in France and “Amarina” in the United States.
Future Prospects
The next step will be to register the transfer in all countries already covered by Chamber of Commerce registrations: 41 markets, 27 in the EU and 14 outside the EU, from Canada to China, from Australia to Japan.
“This agreement,” Marchesini concluded, “marks a strategic turning point for the defense and promotion of our wines on global markets.”
With the Consortium holding the trademarks, Valpolicella reds are preparing to face international challenges with more robust tools and governance closer to producers.
