Napa Valley First Wine Region in the World to Secure Name Protection in Mexico

10/8/2024 - Saint Helena, CA - Napa Valley Vintners (NVV) announces that Napa Valley is the first wine region in the world to secure name protection rights in Mexico through the certification mark process. This achievement comes after 13 years of work and is another milestone in NVV's ongoing efforts to protect the integrity of the Napa Valley name and prevent consumer deception around the globe.

"Our vintners have worked for over a century cultivating the world class reputation of Napa Valley wines. Because of our collective efforts, Napa Valley on a wine label means something significant and is of tremendous value," said Linda Reiff, President and CEO of Napa Valley Vintners. "That's why the NVV has also worked tirelessly for decades to ensure that the Napa Valley name is protected and used only by those who rightfully produce wine from our region, which further instills consumer confidence in and appreciation of our wines."

Mexico is among the top five export countries for NVV members. According to a May 2023 export report from Wine Institute, Mexico has seen 29% growth in volume accompanied by a 25% growth in value in recent years and represents 2% of California wine exports.

"Securing the protection of the Napa Valley name in Mexico marks a significant step in our ongoing efforts to preserve the integrity of our region's reputation. This achievement ensures that consumers can trust the quality and authenticity of wines labeled with the Napa Valley name, not only in Mexico but around the world. We're proud to be the first wine region to receive this recognition and remain committed to protecting Napa's legacy globally," said David R. Duncan, chair of the Napa Name Protection Committee and Chairman and CEO of Silver Oak and Twomey wineries.

In 2000, NVV successfully sponsored state legislation that requires any brand using the name Napa on their wine label to have Napa County appellation wine of origin in the bottle. The so-called Napa Name Law went into effect in 2006 following a lengthy legal battle that went all the way to the U.S. Supreme Court. The regulation is a natural adjunct to the state law that NVV championed and was enacted in 1990 which requires Napa Valley to be used on the label in conjunction with any of the appellations wholly contained within Napa Valley.

In 2005, NVV co-founded the Wine Origins Alliance (WOA). The mission of WOA is to be a unified force in the global wine industry working to eliminate trade barriers and protect wine region names around the world. Since the Alliance was created, membership has grown to 36 organizations from 11 countries, spanning Europe, North America, Asia, Australia and South Africa.

NVV obtained a U.S. Certification Mark registration for "Napa Valley" in 2015. As a result of such protection, U.S. trademark applicants for wine products with "Napa" or "Napa Valley" in the application must obtain a letter of consent from NVV to register their trademarks, thus protecting the Napa name prospectively here in the U.S. Additionally, the Certification Mark has facilitated the NVV's pursuit of Napa name protection around the globe, especially in key export markets, and other wine producing nations or countries where we have seen the misuse of the Napa name.

Over the years, NVV has successfully earned Napa name protection in 22 countries, plus the entire European Union, through Geographic Indication status or certification marks. In addition to being the first wine region outside of the EU to obtain GI status there in 2007, Napa Valley was also the first wine region in the world to earn GI status in the People's Republic of China in 2012. NVV has also secured nearly 100 restriction of goods agreements to ensure trademark registrants only use the Napa name lawfully.

About Napa Valley Vintners

The Napa Valley Vintners nonprofit trade association has been cultivating excellence since 1944 by inspiring its nearly 550 members to consistently produce wines of the highest quality, provide environmental leadership and care for the extraordinary place they call home. NVV has invested more than $230 million in community healthcare, youth development and the environment in Napa County, and is dedicated to improving diversity and championing inclusivity in its community and in the wine industry. Learn more at napavintners.com.

Contact: Teresa Wall, Senior Director of Communications - 707-968-4210, [email protected]

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