Kiwi Cuvee banned in Australia

The Loire Valley Sauvignon named Kiwi Cuvée has been blocked from registering its name in Australia following an Australian tribunal.

New Zealand Wine Growers has successfully blocked the registration of the name, arguing that the name deceptively suggested the wine, which is already available through various European retailers, came from New Zealand.

Lacheteau, which produces the wine in the Loire, argued that the term "Kiwi" was not a colloquialism for the origin of the wine. However, New Zealand Winegrowers accused Lacheteau of deliberately emulating a New Zealand product.

In a statement to the tribunal, New Zealand Wine Growers said that Sauvignon Blanc is the “archetypal” New Zealand wine variety adding that screw-cap bottles (which is the closure of choice for the Kiwi Cuvée) are anathema to traditional French winemakers.

At the ruling, the trademarks hearing officer Terry Williams said the name would cause confusion in Australia, adding that the name had the propensity to mislead consumers, particularly if customers look for a ‘Kiwi Sauvignon Blanc.’

Jane Parkinson, 11.01.10