After a long battle Penfolds has finally cemented its identity in China’s wine market, after successfully obtaining trademark registration for its brand’s Chinese transliteration “Ben Fu”.
The luxury wine brand’s owner Treasury Wine Estates is now the owner of the earliest trademark registrations in both China and Australia for Ben Fu, which translates to “chasing prosperity”.
Treasury Wines’ copyright win follows a slew of legal battles spanning almost 10 years.
The trademark for the flagship Penfolds brand coincides with the announcement that Treasury Wines is seeking to carve out Penfolds into a separate ASX-listed company.
In a statement released on Friday, Treasury Wines said the legal win was a significant milestone following a decade of its luxury brand being “hijacked” by alleged trademark squatter Shen Li.
Treasury Wines managing director of North Asia, Tom King, said protecting the integrity of the historic wine brand has been the company’s priority during its Chinese expansion.
“We are delighted with the outcome, as it gives us even greater ability to enforce the protection of our brand in line with our zero-tolerance approach to IP [intellectual property] infringements, including counterfeit and copycat brands,” Mr King said.
Full article: https://www.theaustralian.com.au/business/companies/treasury-wine-estates-lands-china-registration-for-penfolds-ben-fu-brand/news-story/ce18ffd6ecd699f97ef1aadd70f74472
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