DAVID AND GOLIATH: DIAGEO FIGHTING BACK

Diageo plans to “vigorously protect” the use of the word ‘Provenance’ against a small Oregon vineyard. The drinks giant claims their “Provenance Vineyards” brand is a trademark and demands Belle Provenance Vineyard to change their title after the owner said he was trying to register the name. “Trademark law applies to large and small organizations. Its purpose is to prevent consumer confusion. Its application is not adjusted because of the relative size of the trademark owner,” a Diageo North America spokesperson said. As I reported yesterday, Timothy Ramey of Belle Provenance Vineyard is fighting back. He claims to be “amazed” over the controversy pointing out the vineyard’s small size and relative unimportance in relation to Diageo. “Provenance means origin,” said Timothy. “It is in the lexicon of the wine community.”