Case No: A3/2013/0936 Neutral Citation Number: [2014] EWCA Civ 5 IN THE COURT OF APPEAL (CIVIL DIVISION) ON APPEAL

FROM THE HIGH COURT OF JUSTICE CHANCERY DIVISION, INTELLECTUAL PROPERTY MR JUSTICE BRIGGS [2013] E HC !30 (C") o!al Courts o" #usti$e %tran&' (on&on' WC2A 2(( )ate: 2*/01/2014 B#$%&#' LORD JUSTICE LONGMORE LORD JUSTICE LE ISON an& LORD JUSTICE (ITCHIN +++++++++++++++++++++ B#)*##+' 1) FAGE U( L,-,)#. 2) FAGE D/,&0 I+.12)&0 S3A3 7 /+. 7 1) C"%8/+, U( L,-,)#. 2) C"%8/+,, I+93 +++++++++++++++++++++ +++++++++++++++++++++ ,eo""re! -obbs .C' #o/n 0al&1in .C an& #ames 2umbri&3e 4instru$te& b! 5illsbur! Wint/ro6 %/a1 5itman ((57 "or t/e A66ellants/)e"en&ants )aniel Ale8an&er .C' 9ar: -os:ins .C an& #oe )elane! 4instru$te& b! Winston ; %tra1n7 "or t/e es6on&ents/Claimants -earin3 &ates: 10/11 )e$ember 2013 +++++++++++++++++++++ C4/,-/+)25 R#26%+.7 #+)2 D#$#+./+)25 A66#44/+)2

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I+)&%.19),%+ 1< 2/is is a 6assin3 o"" $ase $on$ernin3 t/e use o" t/e 6/rase =,ree: !o3/urt>< 2/e 6rin$i6al issue at trial 1as 1/et/er' b! t/e be3innin3 o" %e6tember 2012' t/is 6/rase /a&' 1/en use& in t/e ?@' $ome to &enote a &istin$tive t!6e o" !o3/urt ma&e in ,ree$e' so t/at its use to &es$ribe su$/ !o3/urt not ma&e in ,ree$e 1oul& amount to a misre6resentation an& $ause &e$e6tion an& &ama3e an& so amount to 6assin3 o""< 2/e $laimants' $olle$tivel! =AA,E>' /ave' sin$e t/e mi& 19*0s' im6orte& "rom ,ree$e an& sol& t/rou3/out t/e ?@ !o3/urt 1/i$/ t/e! /ave &es$ribe& as ,ree: !o3/urt an& 1/i$/ t/e! /ave mar:ete& un&er t/eir bran& name 2B2A(< AA,ECs business /as been ver! su$$ess"ul an& sales o" its !o3/urt in 2012 a$$ounte& "or more t/an 95D b! value o" all !o3/urt sol& in t/e ?@ as ,ree: !o3/urt< 2/e &e"en&ants' $olle$tivel! =C/obani>' $on&u$t a business 1/i$/ 1as establis/e& in 2005 in t/e ?%A b! its 2ur:is/ o1ner< En %e6tember 2012 C/obani intro&u$e& into t/e ?@ !o3/urt 1/i$/ it &es$ribe& as ,ree: !o3/urt but 1/i$/ it /a& ma&e in t/e ?%A< AA,E t/ereu6on be3an t/ese 6ro$ee&in3s an& sou3/t an interim inFun$tion 1/i$/ 0ri33s # 3rante& in November 2012< %/ortl! a"ter1ar&s' t/at inFun$tion 1as re6la$e& b! un&erta:in3s to t/e $ourt< At t/e same time' t/e Fu&3e &ire$te& a s6ee&! trial o" all issues ot/er t/an Guantum< 2/e a$tion $ame on "or trial in Aebruar! 2013 an& laste& "or seven &a!s< En /is Fu&3ment 3iven on 26 9ar$/ 2013' 0ri33s # "oun& t/at a substantial 6ro6ortion o" t/ose 6ersons in t/e ?@ 1/o bou3/t ,ree: !o3/urt t/ou3/t t/at it 1as ma&e in ,ree$e an& "urt/er' t/at t/is mattere& to t/em su$/ t/at t/e use o" t/e 6/rase ,ree: !o3/urt to &es$ribe !o3/urt not ma&e in ,ree$e involve& a material misre6resentation< En t/e result' /e "oun& t/at AA,ECs $laim to restrain C/obani "rom 6assin3 o"" its Ameri$an ma&e !o3/urt as an& "or !o3/urt ma&e in ,ree$e b! t/e use o" t/e 6/rase ,ree: !o3/urt su$$ee&e&' an& /e 3rante& a 6ermanent inFun$tion to t/at e""e$t< ?6on t/is a66eal' C/obani $onten&s t/at t/e 6/rase ,ree: !o3/urt is a 3eneral term 1/i$/ is entirel! a6t to &es$ribe a ver! broa& ran3e o" 6ro&u$ts in$lu&in3 t/e !o3/urt 1/i$/ it ma:es in t/e ?%A an& 1is/es to sell in t/e ?@< 9oreover' it sa!s t/at' a3ainst t/is ba$:3roun&' AA,E 1/oll! "aile& to 6rove t/at t/e 6/rase ,ree: !o3/urt /a& be$ome su""i$ientl! &istin$tive o" a &e"ine& $ate3or! o" 3oo&s so as to 6rovi&e a 6ro6er "oun&ation in la1 "or a $laim in 6assin3 o""< C/obani also see:s to raise an& rel! u6on a ne1 6oint 1/i$/ 1as not ar3ue& be"ore 0ri33s #< Et see:s to $onten& t/at' /avin3 re3ar& to t/e 6rovisions o" e3ulation 4E?7 1151/2012 o" 21 November 2012 $on$ernin3 t/e 6rote$tion o" =&esi3nations o"

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ori3in> an& =3eo3ra6/i$al in&i$ations> "or "oo&stu""s 1it/in t/e E? 4=t/e 2012 e3ulation>7' an& to t/e rulin3 o" t/e ,ran& C/amber o" t/e Court o" #usti$e in Case C+4H*/0H Budejovicky Budvar NP v Rudolf Ammersin GmbH [2009] EC E+HH21' t/e $ourt /as no 6o1er to 3rant or is 6re$lu&e& "rom 3rantin3 inFun$tive relie" to 6rote$t 3eo3ra6/i$al in&i$ations' su$/ as ,ree: !o3/urt' ot/er t/an 6ursuant to an& in $on"ormit! 1it/ t/e 6rovisions o" t/e 2012 e3ulation or' in t/e alternative' ma! onl! &o so subFe$t to t/e "ul"ilment o" $on&itions an& in $ir$umstan$es 1/i$/ are eGuivalent to t/ose 6res$ribe& b! t/e 2012 e3ulation< A$$or&in3l! an& on eit/er basis' no relie" s/oul& /ave been 3rante&' t/e $laim s/oul& /ave been &ismisse& an& t/e a66eal s/oul& be allo1e&< B/9;:&%1+. H< 2/e essential ba$:3roun& "a$ts relevant to t/is a66eal are not in &is6ute an& t/e "ollo1in3 a$$ount is &ra1n in lar3e 6art an& 1it/ 3ratitu&e "rom t/e Fu&3ment o" 0ri33s #< Io3/urt is a "orm o" "ermente& mil: an& /as been ma&e "or aroun& 15'000 !ears< 2/e s$ale o" its 6ro&u$tion an& use in 1estern Euro6e substantiall! in$rease& &urin3 t/e t1entiet/ $entur! 1it/ t/e intro&u$tion o" 6asteurisation o" mil: an& in$rease& interest in t/e 6otential /ealt/ bene"its o" "ermente& mil: 6ro&u$ts< Aor man! !ears !o3/urt /as been sol& in various "orms su$/ as 6lain or s1eetene& or mi8e& 1it/ various "ruit "lavourin3s' an& in various te8tures su$/ as normal' $on$entrate& or &ilute& an& 1it/ var!in3 levels o" "at< Arom about 19H6' an inter+3overnmental bo&! $alle& t/e Co&e8 Alimentarius Commission be3an &evelo6in3 stan&ar&s "or !o3/urt' lea&in3 in 2003 to t/e Co&e8 %tan&ar& 1/i$/' a$$or&in3 to 9r -i$:e!' C/obaniCs e86ert on t/e /istor! an& $/ara$teristi$s o" !o3/urts' i&enti"ie& "our main $lasses o" "ermente& mil: 6ro&u$ts: i7 ii7 6lain !o3/urt' 1/i$/ ma! be set' stirre& or "lui&J $on$entrate& !o3/urt' 1it/ an in$rease& 6rotein $ontent 1/ere t/e $on$entration is a$/ieve& b! ultra+"iltration' se6aration or strainin3' or b! t/e a&&ition o" t/i$:enin3 a3entsJ "lavoure& !o3/urt 1/ere t/e "lavourin3s 4in$lu&in3 su3ars' "ruit' $ereals' nuts' /one! an& $/o$olate7 ma! be mi8e& or la!ere& 1it/ t/e !o3/urt' or se6arate& "rom t/e !o3/urt in t1in+6otsJ an& &rin:s base& on "ermente& mil:s 4in$lu&in3 !o3/urt7<

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Con$entrate& !o3/urt 1it/in t/e se$on& $lass 1as &es$ribe& in t/ese 6ro$ee&in3s as

bein3 =t/i$: an& $ream!> b! $om6arison 1it/ ot/er !o3/urt< As t/e Fu&3e e86laine&' it is &erive& "rom or&inar! !o3/urt b! t1o main 6ro$esses< 2/e "irst' 3enerall! $alle& strainin3' involves t/e se6aration an& removal o" t/e 1ater! 1/e!< 2/e se$on& involves t/e use o" t/i$:enin3 a3ents' su$/ as $on$entrate& or &rie& mil: 6ro&u$ts< 2ra&itionall!' strainin3 1as a$/ieve& b! t/e use o" $lot/ ba3s t/rou3/ 1/i$/ t/e "lui& in t/e "ermente& mil: 1as able to 6ass but t/e soli& elements 1ere not< -o1ever' t/e use o" $lot/ ba3s /as no1 lar3el! 3iven 1a! to mo&ern in&ustrial 6ro$esses usin3 te$/niGues su$/ as ultra+"iltration an& se6aration b! $entri"u3e< Nevert/eless' t/e! are all still re"erre& to as strainin3< 11< ,ree$e /as a 6arti$ular tra&ition in !o3/urt ma:in3< Bri3inall! t/at !o3/urt 1as ma&e mostl! "rom mil: &erive& "rom e1es an& 3oats< %in$e t/e 1940s /o1ever' in$rease& &eman& an& a 6re"eren$e "or lo1er "at "oo& 6ro&u$ts /as le& to an in$rease in t/e 6ro&u$tion o" !o3/urt ma&e "rom $o1sC mil:' an& in$reasin3l! "rom $o1sC mil: 1/i$/ /as been im6orte& into ,ree$e< Io3/urt ma&e in ,ree$e /as al1a!s /a& a $/ara$teristi$all! t/i$: an& $ream! te8ture< Io3/urt ma&e "rom e1esC an& 3oatsC mil: &i& not reGuire $on$entration to 3ive it a su""i$ientl! t/i$: te8ture' but in t/e $ase o" !o3/urt ma&e "rom $o1sC mil:' t/is te8ture 1as tra&itionall! a$/ieve& b! strainin3 usin3 $lot/ ba3s< As a result it is an& /as al1a!s been sol& in ,ree$e un&er t/e ,ree: lan3ua3e eGuivalent o" t/e &es$ri6tion =straine& !o3/urt>< 9ore re$entl!' t/e !o3/urt ma&e in ,ree$e "rom $o1sC mil: /as been straine& b! means su$/ as $entri"u3ation or ultra+"iltration' but it is still &es$ribe& in t/at $ountr! as bein3 =straine&>< Em6ortantl!' it is not &es$ribe& in ,ree$e as ,ree: !o3/urt< AA,E be3an 6ro&u$in3 !o3/urt in ,ree$e in t/e late 1920s an& it /as al1a!s /a& a t/i$: an& $ream! te8ture 1/i$/' so "ar as it /as been ma&e "rom $o1sC mil:' /as been a$/ieve& b! strainin3' albeit b! more mo&ern in&ustrial met/o&s t/an strainin3 t/rou3/ ba3s< AA,E "irst intro&u$e& its !o3/urt into t/e ?@ mar:et in 19*3< As E /ave mentione&' it /as al1a!s been &es$ribe& as ,ree: !o3/urt an& sol& un&er t/e 2B2A( bran&' an& it /as al1a!s been ma&e in ,ree$e< 5rior to %e6tember 2012' AA,E /a& t/ree main $om6etitors in t/e ?@ mar:et "or !o3/urt &es$ribe& as ,ree: !o3/urt< 2/e su6ermar:et $/ains 2es$o an& As&a ea$/ o""ere& an o1n+label ,ree: !o3/urt< 2/e t/ir&' a $om6an! $alle& @olios' sol& a 6ro&u$t &es$ribe& as ,ree: !o3/urt t/rou3/ t/e 1are/ouse $/ain CostCo< 2/e Fu&3e 1as satis"ie& t/at all t/e !o3/urt sol& in t/e ?@ as ,ree: !o3/urt' bot/ b! AA,E an& its t/ree si3ni"i$ant $om6etitors' /a& been ma&e in ,ree$e' an& t/at its t/i$: an& $ream! te8ture /a& been a$/ieve& b! strainin3 rat/er t/an b! t/e a&&ition o" t/i$:enin3 a3ents< En&ee& "rom t/e mi& 19*0s until %e6tember 2012' t/ere 1as a labellin3 $onvention in t/e ?@ 1/ereb! t/e onl! !o3/urt o""ere& "or sale /ere un&er t/e &es$ri6tion ,ree: !o3/urt /a& been ma&e in ,ree$e an& ren&ere& t/i$: an& $ream! b! strainin3< 9ost o" t/e maFor !o3/urt manu"a$turers "or t/e ?@ mar:et /ave also sol& a t/i$:

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an& $ream! !o3/urt 1/i$/ t/e! /ave &es$ribe& as ,ree: st!le !o3/urt< None o" t/is !o3/urt /as been manu"a$ture& in ,ree$e an& its t/i$: an& $ream! te8ture /as 3enerall! been brou3/t about b! t/e use o" t/i$:enin3 a3ents rat/er t/an strainin3< As a result' t/e &e"inin3 "eatures o" ,ree: st!le !o3/urt sol& in t/e ?@ are t/at it is t/i$: an& $ream! an& not ma&e in ,ree$e< at/er stri:in3l!' bot/ 2es$o an& As&a sell an o1n label ,ree: st!le !o3/urt in a&&ition to t/eir o1n label ,ree: !o3/urt< Et is also o" note t/at ,ree: st!le !o3/urts retail at a substantiall! $/ea6er 6ri$e t/an ,ree: !o3/urts< En s/ort' ,ree: !o3/urt sells at a 6remium 6ri$e< 16< 2/e labellin3 $onvention 1/i$/ $on"ine& t/e use o" t/e 6/rase ,ree: !o3/urt to t/i$: an& $ream! !o3/urt ma&e in ,ree$e 1as re"le$te& in t/e minutes o" a meetin3 on 1H 9a! 2012 o" t/e Io3/urt an& %/ort (i"e )air! 5ro&u$ts Committee o" t/e 5rovision 2ra&e Ae&eration< 2/is meetin3 1as atten&e& b! re6resentatives o" $om6anies res6onsible "or H0D o" !o3/urt sales in t/e ?@ an& its minutes re$or&: =2/e term K,ree: !o3/urtC a66lie& to tra&itional !o3/urt 6ro&u$e& in ,ree$e 1/i$/ /a& been straine& to remove t/e 1/e!' 3ivin3 a $onsisten$! bet1een t/at o" !o3/urt an& $/eese< 2/e Committee believe& t/at $onsumers 6er$eive& K,ree: st!leC to re"er to !o3/urt 1it/ a t/i$:er $onsisten$! but not ne$essaril! as a result o" strainin3C<> 1H< C/obani an& AA,E are also $om6etitors in t/e ?%A< 2/e! ea$/ mar:et in t/at territor! straine& !o3/urt 1/i$/ t/e! &es$ribe as ,ree: !o3/urt but 1/i$/ /as not been ma&e in ,ree$e< 2/e! also 6romote t/at !o3/urt as bein3 "ree "rom a&&itives su$/ as t/i$:enin3 a3ents< En 2012' C/obani &e$i&e& to intro&u$e its 6ro&u$t into t/e ?@ mar:et< 2/e 6roFe$t 1as mastermin&e& b! a 9r 0evers' C/obaniCs vi$e+6resi&ent "or Enternational 0usiness )evelo6ment< -e /a& no 6rior :no1le&3e or e86erien$e o" t/e ?@ !o3/urt mar:et an& t/ere"ore sou3/t an& obtaine& a&vi$e "rom e8ternal mar:et anal!sts an& $onsultants< 2/e Fu&3e "oun& it to be a stri:in3 "eature o" t/e survivin3 &o$umentar! re$or&s t/at t/ose 6ersons 3ivin3 a&vi$e to 9r 0evers uni"orml! an& 1it/out e8$e6tion 1arne& /im t/at to &es$ribe !o3/urt in t/e ?@ as ,ree: !o3/urt 1oul& $onve! t/e meanin3 t/at it 1as ma&e in ,ree$e< Et seems 9r 0evers ma&e a rat/er une&i"!in3 attem6t to minimise t/e e""e$t o" t/at a&vi$e' "or t/e Fu&3e e86resse& /is $on$lusion about /is evi&en$e in t/ese terms at [*0]: =9r 0evers attem6te& in /is 1ritten an& oral evi&en$e to 6la! &o1n t/e e""e$t o" t/e a&vi$e 1/i$/ /e re$eive&' an& to su33est t/at /e learne& o" not/in3 su""i$ient to lea& /im to &oubt t/at' in t/e ?@ as in t/e ?%A' ,ree: !o3/urt sim6l! meant straine& !o3/urt' re3ar&less o" its 6la$e o" manu"a$ture< En t/e en& E &i& not "in& t/at evi&en$e /onest or $re&ible< E $onsi&er t/at /e 1ell :ne1 t/at b! labellin3 its 6ro&u$t in t/e ?@ mar:et as ,ree: !o3/urt C/obani 1oul& be ta:in3 at least a serious ris: o" mislea&in3 t/e bu!in3 6ubli$< -e $al$ulate& t/at t/e ris: 1as Fusti"ie& b! t/e $ommer$ial a&vanta3e o" 6ositionin3 C/obaniCs

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6ro&u$t a3ainst AA,ECs ,ree: !o3/urt' rat/er t/an a3ainst $/ea6er ,ree: st!le !o3/urts<> T"# 6&%9##.,+:2 /+. <1.:-#+) 19< AA,ECs 6lea&e& $ase 1as t/at all' or substantiall! all' o" t/e !o3/urt 6ro&u$ts sol& in t/e ?@ sin$e 19*3 un&er or b! re"eren$e to t/e 6/rase ,ree: !o3/urt /a& $om6lie& 1it/ t/e "ollo1in3 $riteria: i7 ii7 t/e! 1ere ma&e in ,ree$eJ t/e! 1ere ma&e usin3 a tra&itional ,ree: 6ro$ess 1/ereb! $o1sC mil: is straine& so as to remove t/e 1ater! 1/e!J t/e! $ontaine& no a&&e& su3ar' s1eeteners' non+mil: t/i$:eners or ot/er a&&itives<

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Aurt/er' all or substantiall! all !o3/urt 6ro&u$ts sol& in t/e ?@ t/at 1ere manu"a$ture& ot/er t/an in ,ree$e but nonet/eless /a& a t/i$: an& $ream! $onsisten$! 41/et/er be$ause t/e! 1ere ma&e b! a strainin3 te$/niGue or be$ause t/e! $ontainin3 t/i$:enin3 a3ents7 /a& been sol& un&er or b! re"eren$e to t/e 6/rase ,ree: st!le !o3/urt< As a result' a valuable re6utation o" 3oo&1ill /a& been 3enerate& un&er an& b! re"eren$e to t/e 6/rase ,ree: !o3/urt in t/e ?@ as &enotin3 a 6ro&u$t ma&e in ,ree$e an& /avin3 6arti$ular Gualities o" t/i$:ness' $reaminess' taste an& satis"a$tion' an& t/at AA,E s/are& in t/at 3oo&1ill< Et "ollo1e& t/at t/e sale b! C/obani o" its ,ree: !o3/urt amounte& to 6assin3 o"" be$ause' t/ou3/ t/i$: an& $ream! an& ma&e b! a 6ro$ess o" strainin3' it 1as not ma&e in ,ree$e< 2/is alle3ation o" 6assin3 o"" 3ave rise at t/e trial to 1/at 0ri33s # &es$ribe& as one $entral "a$tual issue an& one $entral le3al issue< 2/e "a$tual issue 1as 1/et/er t/e labellin3 $onvention 6ursuant to 1/i$/ t/i$: an& $ream! !o3/urt 1as &es$ribe& as ,ree: !o3/urt onl! i" it bot/ $ame "rom ,ree$e an& 1as t/i$:ene& b! strainin3' 1as re"le$te& in a similar un&erstan&in3 on t/e 6art o" t/e !o3/urt bu!in3 6ubli$' or a su""i$ient 6ro6ortion o" it< AA,E ar3ue&' $onsistentl! 1it/ its 6lea&e& $ase' t/at bu!ers o" t/i$: an& $ream! !o3/urt 3enerall! believe& t/at su$/ !o3/urt $alle& ,ree: !o3/urt $ame "rom ,ree$e an& t/at it 1as ma&e t/ere in a 1a! 1/i$/ 3ave it a &istin$tive t/i$: an& $ream! te8ture< Et also $laime& t/at it mattere& to t/ese bu!ers t/at ,ree: !o3/urt 1as ma&e in ,ree$e< C/obani res6on&e& t/at t/e 6/rase ,ree: !o3/urt &i& not &enote a $learl! i&enti"ie& an& &istin$tive $lass o" 6ro&u$t< Alternativel!' t/e 6/rase ,ree: !o3/urt &e"ine& a t!6e o" !o3/urt b! re"eren$e to its mo&e o" manu"a$ture' t/at it is to sa! strainin3' but not b! re"eren$e to its 6la$e o" ori3in< En t/e "urt/er alternative' an& even i" a si3ni"i$ant 6ro6ortion o" t/e !o3/urt

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bu!in3 6ubli$ believe& t/at ,ree: !o3/urt $ame "rom ,ree$e' t/is 1as not a matter o" an! si3ni"i$an$e to t/em' an& &enote& no s6e$i"i$ $a$/et or ot/er "eature $a6able o" 3ivin3 rise to a re6utation or 3oo&1ill o" a :in& 1/i$/ t/e la1 o" 6assin3 o"" 6rote$ts< 23< 2/e le3al issue $on$erne& t/e i&enti"i$ation o" t/e reGuisite se$tion an& 6ro6ortion o" t/e 6ubli$ 1/i$/' as $onsumers o" t/e 6ro&u$t in Guestion' must be s/o1n to /ave a $ommon un&erstan&in3 o" t/e meanin3 o" t/e 6/rase sou3/t to be 6rote$te& in or&er to establis/ t/e e8isten$e o" a relevant 3oo&1ill< 2/e Fu&3e /ear& a 3oo& &eal o" oral evi&en$e an& $onsi&ere& a lar3e Guantit! o" &is$losure' in$lu&in3 6i$torial materials' mar:etin3 resear$/ an& mar:etin3 a&vi$e< AA,E $alle& "our "ormer or servin3 em6lo!ees' t/ree tra&e 1itnesses $onne$te& 1it/ ot/er su66liers o" !o3/urt to t/e ?@ mar:et an& one member o" t/e 6ubli$< C/obani $alle& t/ree servin3 or "ormer em6lo!ees' one !o3/urt e86ert' 9r -i$:e!' an& t/ree 1itnesses "or t/e 6ur6ose o" 6rovin3 &etails about a mar:et surve! an& a 6/oto3ra6/i$ e8er$ise< -o1ever' it &i& not $all an! 1itnesses "rom t/e tra&e< 0ot/ 6arties $alle& an e86ert 1itness to &eal 1it/ t/e surve!< 2/e Fu&3e "oun& t/at t/e tra&e 1itnesses $alle& b! AA,E /a& t/e uni"orm un&erstan&in3 t/at' in En3lan&' t/e 6/rase ,ree: !o3/urt meant' an& /a& al1a!s meant' t/i$: an& $ream! !o3/urt ma&e in ,ree$e< 2/is evi&en$e' to3et/er 1it/ t/e a&vi$e t/at C/obani /a& re$eive& be"ore its laun$/ an& t/e un1ritten labellin3 $onvention to 1/i$/ E /ave re"erre&' 3ave 6o1er"ul su66ort to AA,ECs $ase< 2/ere 1ere' /o1ever' ot/er matters 1/i$/ /a& a bearin3 on t/e $entral "a$tual issue' as /e e86laine& at [*3]: =2/e evi&en$e t/us "ar o" t/e e8isten$e o" a uni"orm but un1ritten labellin3 $onvention to t/at e""e$t a&/ere& to b! !o3/urt 6ro&u$ers in t/e ?@ mar:et "or over 25 !ears' t/e unanimous vie1 o" t/e tra&e 1itnesses' $ou6le& 1it/ t/e uni"orm a&vi$e to C/obani to t/e same e""e$t &urin3 2011+2012 mi3/t' 1it/out more' lea& easil! to t/e in"eren$e t/at t/e ?@ !o3/urt bu!in3 6ubli$ &i& in&ee& s/are t/e un&erstan&in3 t/at a 6ro&u$t labelle& ,ree: !o3/urt 1as !o3/urt ma&e in ,ree$e< 0ut t/ere are $ontra+in&i$ations in t/e evi&en$e' mu$/ relie& u6on b! C/obani' 1/i$/ E must no1 &es$ribe< 2/e out$ome o" its mar:et surve!' /o1ever &i""i$ult to inter6ret' also su33ests t/at t/e 6i$ture t/us "ar 6resente& is' 1/en translate& into 6ubli$ 6er$e6tion' not as strai3/t"or1ar& as it "irst a66ears< E must no1 &es$ribe t/ose $ontra+in&i$ations' an& t/e $on$lusions o" "a$t rea$/e& "rom 1ei3/in3 t/em a3ainst t/e evi&en$e t/us "ar &es$ribe&<> 26< 2/e Fu&3e t/en 6ro$ee&e& to $onsi&er t/at ot/er evi&en$e an&' in 6arti$ular' t/e evi&en$e t/at some su6ermar:et $/ains use& labels atta$/e& to t/e s/el" e&3e 1/i$/ &is6la!e& 6ri$es "or bot/ ,ree: an& ,ree: st!le !o3/urt un&er t/e 6/rase ,ree: !o3/urt< -e also too: into a$$ount similar usa3e in various on+line $atalo3ues an& in

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t/e 6ress< Aurt/er' /e $onsi&ere& t/at' ta:en as a 1/ole' AA,ECs $ommissione& an& internal mar:et resear$/ 6resente& mi8e& messa3es< Bn t/e one /an&' it &i& not su33est a uni"orm $onsensus amon3 resear$/ers or tar3et $onsultees t/at t/e 6/rase ,ree: !o3/urt &enote& a $lass o" 6ro&u$t im6ortantl! &istin$t "rom ,ree: st!le !o3/urt "or t/e 6ur6ose o" ma:in3 bu!in3 &e$isions< Bn t/e ot/er /an&' it $ontaine& "reGuent re"eren$es to t/e im6ortan$e attribute& b! at least some o" AA,ECs a$tual an& 6otential $ustomers to aut/enti$it!< Ainall!' t/e Fu&3e /a& re3ar& to t/e surve! $arrie& out b! C/obani' t/e result o" 1/i$/ 1as' in /is Fu&3ment' b! no means in$onsistent 1it/ t/e $on$lusion t/at t/e labellin3 $onvention /a& le& to a 1i&es6rea& belie" amon3 bu!ers o" ,ree: !o3/urt t/at it $ame "rom ,ree$e' an& t/at t/is belie" mattere& to t/em< 2H< 2/e Fu&3e t/en arrive& at /is overall $on$lusions on t/e "a$ts 1/i$/ /e e86resse& in t/ese terms at [112]+[116]: =112< 2/e uni"orm a&o6tion over 25 !ears b! su66liers to t/e En3lis/ mar:et o" a labellin3 $onvention 1/i$/ limits t/e &es$ri6tion ,ree: !o3/urt onl! to !o3/urt ma&e in ,ree$e seems to me to raise a 6o1er"ul in"eren$e t/at t/is $onvention 1as su""i$ient over time to in$line a substantial 6ro6ortion' an& 6robabl! a $lear maForit!' o" t/e bu!ers o" 6ro&u$t &es$ribe& as ,ree: !o3/urt to t/e same $on$lusion< 2/at in"eren$e is in m! vie1 in no sense &iminis/e& b! AA,ECs ten&en$! 4a66arentl! s/are& b! As&a7 to &es$ribe t/at 6ro&u$t as =aut/enti$ ,ree: !o3/urt>< All t/at t/e 1or& aut/enti$ &oes in t/at $onte8t is to un&erline t/e in"eren$e as to ori3in 1/i$/ 1oul& naturall! "lo1 "rom t/e use o" t/e a&Fe$tive ,ree:< 113< 2/e mar:et resear$/ materials an& t/e surve!' to3et/er 1it/ materials su$/ as ne1s6a6er arti$les' $ertainl! s/o1 t/at an un&erstan&in3 t/at ,ree: !o3/urt $omes "rom ,ree$e is b! no means as 1i&el! /el& amon3 t/e 6ubli$ 3enerall! as t/e un&erstan&in3 t/at C/am6a3ne an& %/err! bot/ /ave territorial 6rovenan$e' or t/at %1iss $/o$olate means $/o$olate ma&e in %1itLerlan&< 114< E am also 6ersua&e& t/at t/e attribution o" t/e &es$ri6tion ,ree: !o3/urt onl! to t/i$: an& $ream! !o3/urt also means t/at t/e &es$ri6tion $onve!s somet/in3 more t/an mere territorial ori3in' in ot/er 1or&s t/at a substantial 6ro6ortion o" t/e a$tual or 6otential bu!ers o" ,ree: !o3/urt &o t/in: t/at it is in some 1a! s6e$ial' b! $om6arison "or e8am6le 1it/ t/ose 1/o mi3/t t/in: t/at Aren$/ ball+bearin3s $ome "rom Aran$e an& Etalian 6en$ils $ome "rom Etal!< 115< Et is im6ossible to &o mu$/ more t/an s6e$ulate as to 1/! t/at substantial 6ro6ortion o" t/e relevant 6ubli$ t/in: t/at ,ree: !o3/urt is s6e$ial< %ome ma!' as 9r Conra& t/ou3/t' ma:e a romanti$ asso$iation bet1een ,ree: !o3/urt an& a ,ree: /oli&a!< %ome ma! t/in: t/at ,ree:s use manu"a$turin3

met/o&s t/at 3ive it its s6e$ial t/i$: an& $ream! te8ture< Ae1 1oul& 6robabl! :no1 /o1 or 1/!< 2/e &e"en&antsC surve! su33ests t/at a ver! small 6ro6ortion 4namel! 3<4D7 t/ou3/t t/at ,ree: !o3/urt ne$essaril! $ame "rom ,ree: $o1s' an& 6robabl! an even smaller 6ro6ortion 1oul& t/in: t/at ,ree: $o1s 6ro&u$e& si3ni"i$antl! more suitable mil: "or !o3/urt t/an an! ot/er $o1s< 116< A3ain' a 6er$e6tion t/at t/ere 1as somet/in3 s6e$ial about ,ree: !o3/urt' less t/an "ull! mat$/e& "or e8am6le b! ,ree: st!le !o3/urt' is in m! vie1 mu$/ less 6revalent t/an t/e 6er$e6tion 1/i$/ /as been /el& in ot/er $ases to e8ist in relation to C/am6a3ne' %/err! an& %1iss $/o$olate< Nonet/eless it is entertaine& in m! vie1 b! a substantial 6ro6ortion o" t/e !o3/urt eatin3 6o6ulation' runnin3 into /un&re&s o" t/ousan&s o" a&ults' an& 6robabl! b! a maForit! o" t/ose 1/o are re3ular bu!ers o" ,ree: !o3/urt' 95D o" 1/i$/ is 6ro&u$e& b! AA,E<> 2*< As "or t/e la1' t/e 6arties 1ere lar3el! a3ree&< 2/e substantive 6oint in issue 1as t/at to 1/i$/ E /ave re"erre&' namel! 1/et/er t/e 6er$e6tion t/at t/e name in issue &enote& a &istin$tive $lass o" 6ro&u$t nee&e& to be t/at o" t/e 6ubli$ as a 1/ole' or merel! some se$tion o" it< C/obani $onten&e& t/at all' or substantiall! all' o" t/e relevant 6ubli$ nee&e& to /ave t/at 6er$e6tion< AA,E res6on&e& t/at it 1as onl! ne$essar! to s/o1 t/at a si3ni"i$ant se$tion o" t/e relevant 6ubli$ /a& it< Bn t/is 6oint' t/e Fu&3e 6re"erre& AA,ECs submissions< W/at mattere&' /e t/ou3/t' 1as 1/et/er a substantial 6ro6ortion o" t/e relevant 6ubli$ 1oul& be li:el! to be &e$eive&< 5ut anot/er 1a!' t/e t1o :e! Guestions 1ere' in t/eir sim6lest "orm: i7 1/et/er t/e $laimant /as built u6 a substantial 3oo&1ill un&er t/e name b! 1/i$/ /e 4an& in a 6assin3 o"" $ase su$/ as t/is' ot/ers7 /ave &es$ribe& t/eir 6ro&u$tJ 1/et/er t/e &e"en&antCs use o" t/e same or a similar name /as $ause& or t/reatens to $ause substantial &ama3e to t/at 3oo&1ill<

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2/e Fu&3e sai& bot/ Guestions are matters o" "a$t an& &e3ree' an& !iel& to no 6re$ise "ormula< 29< A66l!in3 t/ese 6rin$i6les to t/e "a$ts' t/e Fu&3e &ealt "irst 1it/ 3oo&1ill< Et "ollo1e&' /e t/ou3/t' "rom /is "in&in3s o" "a$t t/at AA,E /a& in&ee& establis/e& t/at it s/are& in t/e substantial 3oo&1ill atta$/in3 to t/e use o" t/e 6/rase ,ree: !o3/urt< 2/e Fu&3e set out /is $on$lusions on t/is 6oint at [133] M [135]: =133< E /ave $on$lu&e& t/at' in "a$t' a substantial 6ro6ortion o" t/ose 1/o bu! ,ree: !o3/urt in t/e ?@ 46robabl! 1ell in e8$ess o" 50D o" all ,ree: !o3/urt bu!ers7 t/in: t/at it is ma&e

in ,ree$e' an& t/at t/e 6ro6ortion o" t/ose ,ree: !o3/urt bu!ers to 1/om it matters is substantial' even t/ou3/ it is a mo&est 6ro6ortion o" !o3/urt eaters as a 1/ole< Et "ollo1s t/at' in m! Fu&3ment' AA,E /as su$$ee&e& in &emonstratin3 t/at substantial 3oo&1ill /as be$ome atta$/e& to t/e use o" t/e 6/rase ,ree: !o3/urt' in t/e sense t/at it $reates 6ullin3 6o1er' rat/er t/an merel! &enotes a 3eo3ra6/i$al ori3in to 1/i$/ bu!ers are in&i""erent< 134< 2o m! min& t/e best evi&en$e o" t/e subsisten$e o" 3oo&1ill in t/e 6/rase ,ree: !o3/urt lies "irst in t/e "a$t t/at a labellin3 $onvention 1/i$/ res6e$ts its ,ree: 6la$e o" manu"a$ture as bein3 relevant to $ustomers /as been uni"orml! observe& b! !o3/urt 6ro&u$ers in t/e ?@ mar:et "or over 25 !ears' se$on&l! in unanimit! o" t/e tra&e 1itnesses in t/at res6e$t an& t/ir&l! in t/e "a$t t/at' on avera3e' it $omman&s a 6remium 6ri$e< 135< 2/e 6ri$e 6oint is o" 6arti$ular si3ni"i$an$e in a&&ressin3 t/e Guestion 1/et/er AA,ECs 3oo&1ill atta$/es to its o1n bran& name 2otal' or to its use o" t/e ,ree: !o3/urt &es$ri6tion' or to a $ombination o" bot/< W/en su6ermar:ets sell o1n label ,ree: !o3/urt an& ,ree: %t!le !o3/urt' t/e evi&en$e $learl! s/o1s t/at t/e! obtain a /i3/er 6ri$e "or t/eir ,ree: !o3/urt< 2/at is in no sense attributable to t/e use o" a &i""erent bran& name' let alone to AA,ECs o1n bran& name<> 30< A "in&in3 o" misre6resentation ne$essaril! "ollo1e&' as t/e Fu&3e e86laine& at [136]: =As "or misre6resentation' it seems to me $lear t/at' i" a su""i$ient 3oo&1ill is s/o1n to be atta$/e& to t/e 6/rase ,ree: !o3/urt amon3 $ustomers 1/o believe t/at it is ma&e in ,ree$e' an& t/at t/is matters to t/em' t/en t/e use o" ,ree: !o3/urt to &es$ribe !o3/urt not ma&e in ,ree$e 6lainl! involves a material misre6resentation< Et is a misre6resentation to all t/ose 1/o t/in: t/at ,ree: !o3/urt is ma&e in ,ree$e< Et is a material misre6resentation to t/ose 1/o t/in: t/at' an& $onsi&er t/at it matters to t/em<> 31< Ainall!' an& 3iven t/e Fu&3eCs $on$lusions as to 3oo&1ill an& misre6resentation' a$tual &ama3e 1as inevitable< Aor all t/ese reasons' /e /el& t/at AA,E 1as entitle& to restrain C/obani "rom 6assin3 o"" its Ameri$an ma&e !o3/urt as an& "or !o3/urt ma&e in ,ree$e b! t/e use o" t/e &es$ri6tion ,ree: !o3/urt an& /e 3rante& a 6ermanent inFun$tion to t/at e""e$t<

T"# /66#/4 32< 9r ,eo""re! -obbs .C' 1/o /as a66eare& 1it/ 9r #o/n 0al&1in .C an& 9r #ames

2umbri&3e on be/al" o" C/obani' /as mounte& a "o$use& an& &etermine& atta$: u6on t/e Fu&3ment< -e submits t/at t/e Fu&3e lost si3/t o" t/e essential nee& "or AA,E to establis/ t/at t/e 6/rase ,ree: !o3/urt /as be$ome so &istin$tive o" a 6arti$ular t!6e o" 6ro&u$t ma&e b! a $lass o" tra&ers as to ma:e it a valuable 6art o" t/e 3oo&1ill o" ea$/ o" t/e members o" t/at $lass< -e sa!s t/at t/e 6/rase ,ree: !o3/urt is not onl! &es$ri6tive but &es$ri6tive o" a 1/ole ran3e o" &i""erent :in&s o" 6ro&u$t an& a$$or&in3l! t/e $ourt s/oul& e8amine 1it/ 3reat $are an! $laim b! a tra&er to be entitle& to 6rote$t an! sin3le one o" t/em< -e also ar3ues t/at t/e 6/rase ,ree: !o3/urt is an entirel! a6t &es$ri6tion o" C/obaniCs 6ro&u$t an& somet/in3 1/i$/ it is' 6rima "a$ie' entitle& to use< 33< 2/is 6rimar! assault on t/e Fu&3ment /as been su66orte& b! t1o "urt/er submissions' one a&van$e& b! 9r -obbs an& t/e ot/er b! 9r #o/n 0al&1in .C< Aor /is 6art' 9r -obbs submits t/at t/is $ase involves tra&e bet1een &i""erent member states o" t/e ?nion an& so t/e Fu&3e ou3/t to /ave $onsi&ere& t/e matter "rom t/e 6ers6e$tive o" t/e avera3e $onsumer< %6e$i"i$all!' /e submits' t/e ris: o" mislea&in3 $onsumers $annot overri&e t/e reGuirements o" t/e "ree movement o" 3oo&s unless t/at ris: is su""i$ientl! serious' an& t/at in assessin3 t/e level o" ris: t/e relevant $riterion is t/e 6resume& e86e$tations o" an avera3e $onsumer 1/o is reasonabl! 1ell+in"orme& an& reasonabl! observant an& $ir$ums6e$t< 2/at' /e sa!s' t/e Fu&3e "aile& to &o< 9r 0al&1in em6/asises t/e la$: o" s6e$i"i$it! o" t/e 6/rase ,ree: !o3/urt an& t/at t/e a&Fe$tives =t/i$:> an& =$ream!> are neit/er obFe$tive nor 6re$ise< -e also submits t/at anal!sis o" t/e Fu&3ment reveals a 1/oll! ina&eGuate "oun&ation "or a $on$lusion t/at t/e 6/rase ,ree: !o3/urt /as a su""i$ientl! $ertain meanin3 amon3st $onsumers to su66ort a $laim in 6assin3 o""< Ainall!' 9r -obbs /as &evelo6e& t/e 6ro6osition o" la1 1/i$/ C/obani see:s to a&& b! 1a! o" amen&ment' namel! t/at t/e $ourt /as no 6o1er to 3rant or is 6re$lu&e& "rom 3rantin3 inFun$tive relie" to 6rote$t 3eo3ra6/i$al in&i$ations' su$/ as ,ree: !o3/urt' ot/er t/an 6ursuant to an& in $on"ormit! 1it/ t/e 6rovisions o" t/e 2012 e3ulation< Alternativel!' 9r -obbs submits t/e $ourt ma! onl! 3rant inFun$tive relie" in su$/ $ases subFe$t to t/e "ul"ilment o" $on&itions an& in $ir$umstan$es 1/i$/ are eGuivalent to t/ose 6res$ribe& b! t/e 2012 e3ulation "or t/e 6rote$tion o" su$/ in&i$ations< 9r -obbs a$$e6ts t/at C/obani $oul& /ave ta:en all t/ese "urt/er 6oints be"ore t/e Fu&3e< -o1ever' as /e "ran:l! $on$e&es' t/e! 1ere not ar3ue& be$ause t/e! 1ere overloo:e&< All o" t/ese submissions "all $onvenientl! into t1o 3rou6sJ t/e "irst is $on$erne& 1it/ &istin$tiveness an& &e$e6tion t/e se$on& 1it/ t/e 2012 e3ulation' an& E s/all a&&ress t/em in t/at 1a!<

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Distinctiveness and deception 3H< 2/is is one o" t/ose $ases in 1/i$/ it is alle3e& t/at a 3eo3ra6/i$al name /as be$ome so &istin$tive o" 6arti$ular 3oo&s ma&e in t/at 3eo3ra6/i$al area t/at its use in relation

to ot/er 3oo&s amounts to a misre6resentation 1/i$/ is $al$ulate& to lea& to t/e &e$e6tion o" members o" t/e 6ubli$ an& to $ause &ama3e to t/ose tra&ers 1/o enFo! a 3oo&1ill in t/eir businesses o" su66l!in3 3oo&s 1/i$/ are in "a$t ma&e in t/at area< Et t/ere"ore involves an alle3ation o" so $alle& e8ten&e& 6assin3 o""< Et 3ives rise to "un&amental Guestions as to t/e meanin3 o" &istin$tiveness in t/is $onte8t' an& t/e &e3ree o" &istin$tiveness 1/i$/ must be establis/e& to sustain su$/ a $laim< 3*< Consi&eration o" t/ese Guestions must' E t/in:' be3in 1it/ some o" t/e :e! aut/orities' t/e "irst bein3 t/e &e$ision o" )an$:1erts # in J Bollinger !rs v "osta Brava #ine "o $td %No &'[1961] 1 W( 2HH 4t/e =(panis) c)ampagne> $ase7< 2/e $laimants' t1elve $om6anies 1/o 6ro&u$e& 1ine in t/e C/am6a3ne &istri$t o" Aran$e an& su66lie& it to En3lan& an& Wales' sou3/t an inFun$tion to 6revent t/e &e"en&ant "rom usin3 t/e &es$ri6tion =%6anis/ C/am6a3ne> in relation to its 1ine< C/am6a3ne is a naturall! s6ar:lin3 1ine ma&e in t/e C/am6a3ne &istri$t b! a 6ro$ess o" &ouble "ermentation "rom 3ra6es 3ro1n in t/at &istri$t< 2/e &e"en&ant sol& a 1ine 1/i$/ it $onten&e& 6ossesse& t/e $/ara$teristi$s o" $/am6a3ne' but it 1as 6ro&u$e& in %6ain an& /a& no $onne$tion 1/atsoever 1it/ t/e C/am6a3ne &istri$t or even 1it/ Aran$e< Et $onten&e& t/at t/e a&&ition o" t/e 1or& =%6anis/> s/o1e& t/at it 1as not a 1ine 6ro&u$e& in Aran$e an& so t/e &es$ri6tion =%6anis/ C/am6a3ne> 1as not $a6able o" bein3 mista:en "or $/am6a3ne 1/i$/ 1as 6ro&u$e& in Aran$e' an&' 6ossessin3 as it &i& t/e ot/er $/ara$teristi$s o" $/am6a3ne' &i& not amount to a misre6resentation< Em6ortantl! "or 6resent 6ur6oses' t/e Fu&3e re$o3nise& t/at t/ere 1ere un&oubte&l! a lar3e number o" 6eo6le in En3lan& 1/o :ne1 1/at $/am6a3ne 1as an& 1oul& not be &e$eive& b! t/e &es$ri6tion =%6anis/ C/am6a3ne> into t/in:in3 t/at t/e 1ine so &es$ribe& 1as t/e real t/in3< -e also re$o3nise& t/at t/e names o" man! 1ell :no1n 1ines su$/ as 0ur3un&!' C/ablis' ,raves an& %auterne /a& been use& "or man! !ears in $onFun$tion 1it/ a 3eo3ra6/i$al &enomination re"errin3 to t/e $ountr! 1/ere t/e substitute 1as 6ro&u$e& an& so t/e name /a& $ease& to re6resent a 1ine 6ro&u$e& in t/e ori3inal $ountr! "rom 1/i$/ its name 1as &erive&< -o1ever' t/is 1as not somet/in3 "rom 1/i$/ $/am6a3ne /a& su""ere&< En t/e li3/t o" t/e evi&en$e' /e e86resse& /is $on$lusion as to t/e meanin3 o" t/e term =$/am6a3ne> at 6a3e 2*6: =En t/e result' it /as 6lainl! been establis/e& to m! satis"a$tion t/at =$/am6a3ne> in t/is $ountr! means t/e 6ro&u$t 6ro&u$e& in t/e C/am6a3ne &istri$t o" Aran$e b! t/e 6lainti""s an& t/e ot/er 3ro1ers an& s/i66ers o" t/at &istri$tJ an& =$/am6a3ne> in t/is $ountr! /as not $ome to mean a t!6e o" 1ine' 1/atever ma! be t/e situation o" some ot/er Aren$/ 1ines in t/is res6e$t< 2/e &e"en&antsC 1ine t/ere"ore is not $/am6a3ne' an& it is untrut/"ul to &es$ribe it as su$/< Not onl! is it untrut/"ul' but i" it 1as so &es$ribe& &eliberatel! 1it/ t/e obFe$t o" a$Guirin3 sales t/rou3/ t/e re6utation o" t/e 1orl&+"amous an& true $/am6a3ne' it is &is/onest to $all t/e %6anis/ 1ine b! t/at name<> 40< 2/ere 1as' /o1ever' no $onsisten$! as to t/e un&erstan&in3 o" t/e meanin3 o" t/e term =$/am6a3ne> amon3st t/ose in t/e tra&e or $onsumers< 9an! &i& not :no1

39<

1/ere $/am6a3ne $ame "rom or /o1 it 1as ma&e' but 1oul& nevert/eless un&erstan& t/at $/am6a3ne /a& a /i3/ re6utation an& 1oul& 1is/ to bu! it "rom time to time "or t/at reason< Et 1as t/ese 6ersons 1/o 1oul& be 6arti$ularl! li:el! to be misle&' as t/e Fu&3e e86laine& at 6a3e 291: =2/ere is t/us' in m! vie1' a $onsi&erable bo&! o" evi&en$e t/at 6ersons 1/ose li"e or e&u$ation /as not tau3/t t/em mu$/ about t/e nature an& 6ro&u$tion o" 1ine' but 1/o "rom time to time 1ant to 6ur$/ase $/am6a3ne' as t/e 1ine 1it/ t/e 3reat re6utation' are li:el! to be misle& b! t/e &es$ri6tion =%6anis/ C/am6a3ne>< %omet/in3 1as sai& on t/e subFe$t o" t/e bur&en o" 6roo"< 0ur&en o" 6roo" is somet/in3 1/i$/ ma! s/i"t in t/e $ourse o" an a$tion< En a66ears to me t/at 1/en t/e 6lainti""s /ave s/o1n t/at a &es$ri6tion use& b! t/e &e"en&ants $ontains an untrut/"ul statement t/at a 1ine 1/i$/ is not $/am6a3ne is $/am6a3ne' t/e! /ave 3one some 1a! to establis/in3 t/eir $ase' an& t/e $ourt mi3/t reGuire to be satis"ie& t/at su$/ an untrue statement 1as so $learl! Guali"ie& as to be not li:el! to mislea&< 0ut' /o1ever t/at ma! be' E am satis"ie& on t/e evi&en$e t/at a substantial 6ortion o" t/e 6ubli$ are li:el! to be misle&<> 41< 2/e &e$ision in t/e (panis) ")ampagne $ase 6rom6te& various s/err! 6ro&u$ers an& s/i66ers to 1rite to $ertain 6ro&u$ers an& im6orters o" =0ritis/ %/err!> as:in3 t/em to sto6 usin3 t/e 1or& =s/err!> ot/er t/an in relation to 1ines emanatin3 "rom t/e #ereL &istri$t o" %6ain< 2/is $ause& t/ose 6ro&u$ers an& im6orters to be3in 6ro$ee&in3s "or a &e$laration t/at t/e! 1ere entitle& to &es$ribe t/eir 1ines as =0ritis/ %/err!>' t/is bein3 somet/in3 t/e! /a& &one "or ver! man! !ears< 2/e s/err! 6ro&u$ers t/ereu6on $ounter$laime& "or an inFun$tion to restrain t/e 6ro&u$ers an& im6orters o" 0ritis/ s/err! "rom 6assin3 o"" t/eir 1ine as an& "or 1ine 6ro&u$e& in #ereL< 2/e a$tion $ame on "or trial be"ore Cross #< En /is Fu&3ment' *ine Products $td and !rs v +acken,ie "o $td and !rs [1969] 5C 1 4t/e =Britis) s)erry> $ase7' t/e Fu&3e observe& t/at t/ere 1as no &istin$tion in 6rin$i6le bet1een a $/am6a3ne s/i66er an& a s/err! s/i66er an& t/at 1/at a $laimant /a& to establis/ in a $laim o" t/is sort 1as t/at t/e &istri$t in 1/i$/ t/e 3oo&s in Guestion 1ere 6ro&u$e& an& 1/i$/ 3ave t/e 3oo&s t/eir name 1as &e"ine& 1it/ reasonable 6re$ision< As /e 6ut it at 6a3e 24: =2/at bein3' as E see it' t/e s$o6e o" t/e &e$ision in t/e (panis) ")ampagne $ase' it remains to see /o1 "ar' i" at all' it a66lies to t/e "a$ts o" t/is $ase< Et 1as not su33este& b! t/e 6lainti""s t/at t/ere 1as an! &istin$tion to be &ra1n bet1een a C/am6a3ne s/i66er an& a s/err! s/i66er so "ar as $on$erne& /is title to brin3 t/e a$tion< No &oubt a 6lainti"" in t/is sort o" a$tion must establis/ t/at t/e &istri$t in 1/i$/ 3oo&s in Guestion 1ere 6ro&u$e& an& 1/i$/ 3ives t/e 3oo&s t/eir name is &e"ine& 1it/ reasonable 6re$ision eit/er b! la1 or $ustom<

42<

2/e $ourt must obviousl! be in a 6osition to &e$i&e in $ase o" &is6ute 1/et/er or not an! 3iven 6lainti"" is a 6ro&u$er in t/e &istri$t in Guestion< 0ut t/e evi&en$e in t/is $ase s/o1s t/at t/ere 1oul& not be t/e least &i""i$ult! in sa!in3 1/et/er or not an!one $laimin3 to be 6ro&u$er an& s/i66er o" =s/err!> 1as entitle& to be so &es$ribe&< Et $an' o" $ourse' ma:e no &i""eren$e in t/is $onne$tion t/at t/e boun&aries o" t/e &istri$t are not stati$ but are liable to $/an3e' 6rovi&e& t/at t/ere is no un$ertaint! as to 1/en t/is $/an3e o$$urs an& 1/at is its e8tent< 2/us t/e "a$t t/at 9ontilla use& to be $lasse& as s/err! but no1 /as its o1n se6arate s!stem o" $ontrol &oes not a""e$t t/e Guestion at issue one 1a! or anot/er<> 43< A"ter $onsi&erin3 t/e "a$ts' Cross # $on$lu&e& t/at' &es6ite t/e lon3 establis/e& an& 1i&es6rea& use o" t/e e86ressions =0ritis/ %/err!> an& =%out/ A"ri$an %/err!> an& t/e li:e' t/e 1or& =s/err!> stan&in3 alone still &enote& a 1ine "rom t/e #ereL &istri$t o" %6ain an& not a t!6e o" 1ine or al$o/oli$ &rin: 1/i$/ mi3/t be 6ro&u$e& an!1/ere or in an! 1a!< Nevert/eless' it remaine& to be $onsi&ere& 1/et/er obFe$tion $oul& no1 be raise& to t/e use o" t/e e86ression =0ritis/ %/err!>< 2/e Fu&3e $on$lu&e& it $oul& not be$ause t/e %6anis/ 6ro&u$ers /a& &ela!e& 1/ile t/e 6ro&u$ers an& im6orters o" 0ritis/ s/err! /a& built u6 a substantial 3oo&1ill' an& in $onseGuen$e it 1oul& be unFust to 6revent t/e "urt/er use o" t/e e86ression< -o1ever' t/ere /a& been no a$Guies$en$e in t/e use o" t/e term =s/err!> sim6li$iter an& so an inFun$tion 1oul& be 3rante& to restrain t/e use o" t/at 1or& ot/er1ise t/an as 6art o" a $om6osite 6/rase su$/ as =0ritis/ %/err!> or =%out/ A"ri$an %/err!>< 21o "urt/er 6oints emer3e "rom t/is &e$ision< Airst' t/e use o" t/e term =s/err!> in %6ain 1as ori3inall! re3ulate& b! $ustom' t/ou3/ "or some t/irt! !ears 6rior t/e trial' t/is $ustom /a& been im6lemente& in %6anis/ la1< 2/e Fu&3e summarise& t/e 6osition in t/is 1a! at 6a3es 16+1H: =%in$e 1935 t/e use o" t/e 1or&s =#ereL> or =Neres> or =s/err!> in $onne$tion 1it/ 1ine /as been re3ulate& b! %6anis/ la1< 2o be entitle& to be so &es$ribe& t/e 1ine /as to /ave been ma&e o" 3ra6es o" $ertain :in&s 3ro1n in $ertain areas an& /as to /ave been mature& an& blen&e& in =bo&e3as> situate& in $ertain 6la$es< 2/ere is a boar& o" $ontrol 1/ose &ut! it is to se$ure' so "ar as ma! be' t/at nobo&! o""ers 1ine "or sale un&er t/ose names 1it/out $om6l!in3 1it/ t/e re3ulations< 0ut %enor 9anuel ,onLales ,or&on 1/o is 91 !ears o" a3e' 1/o 1as' to use /is o1n 1or&s' =born amon3 t/e butts> an& /as s6ent most o" /is li"e in =%/err!lan&>' tol& me t/at t/e re3ulations onl! 6ut into 1ritin3 an& 3ave le3al "or$e to 1/at /a& been $ustomar! be"ore< Aor man! !ears 6ast M subFe$t to an e8$e6tion 1/i$/ E 1ill mention in a moment M t/e 1ine brou3/t "rom %6ain to t/is $ountr! un&er t/e name =s/err!> /as' E t/in:' been ma&e "rom 3ra6es 3ro1n in substantiall! t/e same &istri$ts an& "rom musts blen&e& an& mature& in t/e same 6la$es as t/ose 6res$ribe& b! t/e 6resent

44<

re3ulations<> 45< %e$on&' t/e Fu&3e re$o3nise& an& a$$e6te& t/at it /a& been &e$i&e& in t/e (panis) ")ampagne $ase t/at t/e &e3ree o" un&erstan&in3 o" t/e meanin3 o" a 6arti$ular &esi3nation o" t/is :in& 1ill var! "rom $onsumer to $onsumer< (ess :no1le&3eable $onsumers 1ere not to be &isre3ar&e&' /o1ever< En&ee&' t/e! 1ere 6er/a6s t/e most li:el! to be &e$eive& an& it 1as 6re$isel! a3ainst su$/ &e$e6tion t/at t/e ori3inal 6ro&u$ers 1ere entitle& to be 6rote$te&' as t/e Fu&3e e86laine& at 6a3e 23: =O A man 1/o &oes not :no1 1/ere C/am6a3ne $omes "rom $an /ave not t/e sli3/test reason "or t/in:in3 t/at a bottle labelle& =%6anis/ C/am6a3ne> $ontains a 1ine 6ro&u$e& in Aran$e< 0ut 1/at /e ma! ver! 1ell t/in: is t/at /e is bu!in3 t/e 3enuine arti$le M real C/am6a3ne M an& t/at' E /ave no &oubt' 1as t/e sort o" &e$e6tion 1/i$/ t/e Fu&3e /a& in min&< -e t/ou3/t' as E rea& /is Fu&3ment' t/at i" 6eo6le 1ere allo1e& to $all s6ar:lin3 1ine not 6ro&u$e& in C/am6a3ne =C/am6a3ne>' even t/ou3/ 6re$e&e& b! an a&Fe$tive &enotin3 t/e $ountr! o" ori3in' t/e &istin$tion bet1een 3enuine C/am6a3ne an& =$/am6a3ne t!6e> 1ines 6ro&u$e& else1/ere 1oul& be$ome blurre&: t/at t/e 1or& =C/am6a3ne> 1oul& $ome 3ra&uall! to mean no more t/an =s6ar:lin3 1ineJ> an& t/at t/e 6art o" t/e 6lainti""sC 3oo&1ill 1/i$/ $onsiste& in t/e name 1oul& be &ilute& an& 3ra&uall! &estro!e&< E" E ma! sa! so 1it/out im6ertinen$e E a3ree entirel! 1it/ t/e &e$ision in t/e (panis) ")ampagne $ase M but as E see it it un$overe& a 6ie$e o" $ommon la1 or eGuit! 1/i$/ /a& till t/en es$a6e& noti$e M "or in su$/ a $ase t/ere is not' in an! or&inar! sense' an! re6resentation t/at t/e 3oo&s o" t/e &e"en&ant are t/e 3oo&s o" t/e 6lainti""s' an& evi&en$e t/at no+one /as been $on"use& or &e$eive& in t/at 1a! is Guite besi&e t/e mar:< En trut/ t/e &e$ision 1ent be!on& t/e 1ell+tro&&en 6at/s o" 6assin3 o"" into t/e unma66e& area o" =un"air tra&in3> or =unla1"ul $om6etition><> 46< 0ot/ o" t/ese &e$isions 1ere subseGuentl! "ollo1e& b! Aoster # in Jo)n #alker (ons $td v Henry !st "o $td [19H0] 1 W( 91H in 3rantin3 an inFun$tion in a $laim brou3/t b! various blen&ers an& e86orters o" %$ot$/ 1/is:! to restrain t/e &e"en&ants "rom sellin3 in E$ua&or un&er t/e name %$ot$/ 1/is:! a mi8ture o" sin3le malt 1/is:! "rom %$otlan& 1it/ a lo$al $ane s6irit< #ust a "e1 !ears later' Erven Warnin:' a manu"a$turer in -ollan& o" t/e al$o/oli$ &rin: :no1n in En3lan& as =a&vo$aat>' t/e 6rin$i6al in3re&ients o" 1/i$/ 1ere e33s an& s6irits but no 1ine' an& its &istributors' Pi$toria Wine' sou3/t to 6revent an En3lis/ $om6an! $alle& @eelin3 "rom sellin3 an al$o/oli$ e33 &rin: ma&e "rom a mi8ture o" &rie& e33s an& a C!6rus s/err! un&er t/e name =@eelin3Cs Bl& En3lis/ A&vo$aat>< 2/is &rin: attra$te& a lo1er rate o" &ut! a66ro6riate to "orti"ie& 1ine in 6la$e o" s6irits an& as a result @eelin3 1as able to un&er$ut Warnin: an& ot/er ma:ers

4H<

o" a&vo$aat an& so $a6ture a si3ni"i$ant s/are o" t/e En3lis/ mar:et< At t/e trial' ,oul&in3 # "oun& 4[19H*] A% 1 at 6a3e 117 t/at Warnin: an& ot/er manu"a$turers o" a&vo$aat /a& 3enerate& a substantial 3oo&1ill atta$/in3 to t/e 1or& =a&vo$aat> as &enotin3 a &rin: 1it/ re$o3nisable Gualities o" a66earan$e' taste' stren3t/ an& satis"a$tion< -e also "oun& 4at 6a3e 137 t/at t/e sale o" @eelin3Cs Bl& En3lis/ A&vo$aat /a& $ause& substantial &ama3e to Warnin: an& ot/er tra&ers in )ut$/ a&vo$aat an& t/is &ama3e 1oul& not /ave o$$urre&' or 1oul& /ave o$$urre& to a mu$/ smaller e8tent' /a& t/e &e"en&ants not use& t/e 1or& =a&vo$aat> as 6art o" t/e &es$ri6tion o" t/eir 3oo&s< 2/e Court o" A66eal reverse& t/at &e$ision 419H*] A% 4H37< Bn "urt/er a66eal to t/e -ouse o" (or&s' t/e Guestion arose as to 1/et/er a66roval s/oul& be 3iven to t/e e8ten&e& $on$e6t o" 6assin3 o"" as a66lie& in t/e C/am6a3ne' %/err! an& %$ot$/ 1/is:! $ases an& "urt/er' 1/et/er t/at 6rin$i6le s/oul& be e8ten&e& be!on& t/e use o" names 1it/ some 3eo3ra6/i$al $onnotation< @eelin3 also $onten&e& t/at t/e 1or& =a&vo$aat> 1as ver! loosel! &e"ine& an& ma&e &i""erentl! in -ollan&' in 0el3ium an& in ,erman!< Et 1as' @eelin3 ar3ue&' as loose as =bro1n brea&> an& t/e la1 s/oul& not be 1i&ene& to 6rote$t su$/ im6re$ise re$i6es< 4*< 2/e -ouse o" (or&s restore& t/e &e$ision o" ,oul&in3 #: -rven #arnink Besloten *ennootsc)ap and Anor v J .o/nend (ons %Hull' $td and Anor [19H9] AC H31 4t/e =Advocaat> $ase7< (or& )i6lo$: re$o3nise& t/at Warnin: /a& no $ause o" a$tion "or 6assin3 o"" in its $lassi$ "orm be$ause it /a& not been s/o1n t/at an! 6ur$/aser o" @eelin3Cs Bl& En3lis/ A&vo$aat /a& su66ose& or 1oul& be li:el! to su66ose t/at it /a& been su66lie& b! Warnin: or 1as )ut$/ a&vo$aat o" an! ma:e< -e t/en /i3/li3/te& t/e "ollo1in3 im6ortant "in&in3s b! t/e Fu&3e' namel! 417 t/e name =a&vo$aat> 1as un&erstoo& b! t/e 6ubli$ in En3lan& to &enote a &istin$t an& re$o3nisable s6e$ies o" bevera3eJ 427 Warnin:Cs 6ro&u$t 1as 3enuinel! in&i$ate& b! t/at name an& /a& 3aine& a re6utation an& 3oo&1ill un&er itJ 437 @eelin3Cs 6ro&u$t /a& no natural asso$iation 1it/ t/e 1or& =a&vo$aat>J it 1as an e33 an& 1ine &rin: 6ro6erl! &es$ribe& as an =e33 "li6>' 1/ereas a&vo$aat 1as an e33 an& s6irit &rin:J t/ese 1ere &i""erent bevera3es an& :no1n as &i""erent to t/e 6ubli$J 447 members o" t/e 6ubli$ believe& or /a& been &eliberatel! in&u$e& b! @eelin3 to believe t/at in bu!in3 Bl& En3lis/ A&vo$aat t/e! 1ere in "a$t bu!in3 a&vo$aatJ 457 @eelin3Cs &e$e6tion o" t/e 6ubli$ /a& $ause& an&' unless 6revente&' 1oul& $ontinue to $ause &ama3e to Warnin: bot/ &ire$tl! in loss o" sales an& in&ire$tl! in t/e &ebasement o" t/e re6utation atta$/in3 to t/e name =a&vo$aat>< -e $onsi&ere& t/at t/ese "in&in3s &is$lose& a $ase o" un"air tra&in3 o" a :in& "or 1/i$/ a rational s!stem o" la1 ou3/t to 6rovi&e a reme&! to ot/er tra&ers 1/ose business or 3oo&1ill 1as inFure& b! it< A"ter e86lainin3 t/e /istor! o" t/e a$tion "or 6assin3 o""' (or& )i6lo$: t/en i&enti"ie& "ive $/ara$teristi$s o" a vali& $ause o" a$tion "or 6assin3 o"" in t/is 1ell :no1n 6assa3e o" /is s6ee$/ at 6a3e H42: =9! (or&s' A0 G0 (palding Bros v0 A0 #0 Gamage $td<' *4 (<#< C/< 449 an& t/e later $ases ma:e it 6ossible to i&enti"! "ive $/ara$teristi$s 1/i$/ must be 6resent in or&er to $reate a vali& $ause o" a$tion "or 6assin3 o"": 417 a misre6resentation 427 ma&e b! a tra&er in t/e $ourse o" tra&e' 437 to 6ros6e$tive $ustomers o" /is or ultimate $onsumers o" 3oo&s or servi$es

49<

su66lie& b! /im' 447 1/i$/ is $al$ulate& to inFure t/e business or 3oo&1ill o" anot/er tra&er 4in t/e sense t/at t/is is a reasonabl! "oreseeable $onseGuen$e7 an& 457 1/i$/ $auses a$tual &ama3e to a business or 3oo&1ill o" t/e tra&er b! 1/om t/e a$tion is brou3/t or 4in a 1uia timet a$tion7 1ill 6robabl! &o so<> 50< (or& )i6lo$: $autione& t/at it &i& not "ollo1 t/at all "a$tual situations 1/i$/ 6resente& t/ese $/ara$teristi$s must ne$essaril! 3ive rise to a $ause o" a$tion in 6assin3 o""' alt/ou3/ it is to be note& t/at later in /is s6ee$/ 4at 6a3e H4*7 /e in&i$ate& t/at' 6rima "a$ie' as t/e la1 stoo&' t/eir 6resen$e 1as enou3/' subFe$t to t/ere bein3 6resent some e8$e6tional "eature 1/i$/ 6rovi&e& a 6ubli$ 6oli$! reason "or 1it//ol&in3 6rote$tion< 2/ere "ollo1e& a $onsi&eration b! (or& )i6lo$: o" t/e $ases involvin3 e8ten&e& 6assin3 o""< -e e86laine& t/at t/e! ea$/ &is$lose& a "a$tual situation $ontainin3 ea$/ o" t/e "ive $/ara$teristi$s ne$essar! to sustain a vali& $ause o" a$tion< 2/eir &istin3uis/in3 "eatures 1ere "irst' t/at t/e 3oo&1ill 1as s/are& bet1een t/ose tra&ers 1/ose 1ines $oul& satis"! t/e ne$essar! $on&ition an& se$on&' t/at t/e $lass o" tra&ers entitle& to a ri3/t in t/e 3oo&1ill 1as $a6able o" $ontinuin3 e86ansion< Et seeme& to /im' /o1ever' t/at t/e 6rin$i6le must be t/e same 1/atever t/e siLe o" $lass an& irres6e$tive o" 1/et/er it mi3/t be e86an&e&' 6rovi&e& al1a!s t/at an! ne1 entrant /a& use& t/e &es$ri6tive term lon3 enou3/ to establis/ a s/are in t/e 3oo&1ill' as /e e86laine& at 6a3e H44: =Et seems to me' /o1ever' as it seeme& to )an$:1erts #<' t/at t/e 6rin$i6le must be t/e same 1/et/er t/e $lass o" 1/i$/ ea$/ member is severall! entitle& to t/e 3oo&1ill 1/i$/ atta$/es to a 6arti$ular term as &es$ri6tive o" /is 3oo&s' is lar3e or small< 2/e lar3er it is t/e broa&er must be t/e ran3e an& Gualit! o" 6ro&u$ts to 1/i$/ t/e &es$ri6tive term use& b! t/e members o" t/e $lass /as been a66lie&' an& t/e more &i""i$ult it must be to s/o1 t/at t/e term /as a$Guire& a 6ubli$ re6utation an& 3oo&1ill as &enotin3 a 6ro&u$t en&o1e& 1it/ re$o3nisable Gualities 1/i$/ &istin3uis/ it "rom ot/ers o" in"erior re6utation t/at $om6ete 1it/ it in t/e same mar:et< 2/e lar3er t/e $lass t/e more &i""i$ult it must also be "or an in&ivi&ual member o" it to s/o1 t/at t/e 3oo&1ill o" /is o1n business /as sustaine& more t/an minimal &ama3e as a result o" &e$e6tive use b! anot/er tra&er o" t/e 1i&el!+s/are& &es$ri6tive term< As res6e$ts subseGuent a&&itions to t/e $lass' mere entr! into t/e mar:et 1oul& not 3ive an! ri3/t o" a$tion "or 6assin3 o""J t/e ne1 entrant must /ave /imsel" use& t/e &es$ri6tive term lon3 enou3/ on t/e mar:et in $onne$tion 1it/ /is o1n 3oo&s an& /ave tra&e& su$$ess"ull! enou3/ to /ave built u6 a 3oo&1ill "or /is business<> 52< (or& )i6lo$: t/en 6ro$ee&e& to /ol& t/at t/e various e8ten&e& 6assin3 o"" $ases /a&

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been ri3/tl! &e$i&e&< 2/e "a$t t/at in ea$/ o" t/ese $ases t/e &es$ri6tive name un&er 1/i$/ 3oo&s o" a 6arti$ular t!6e or $om6osition /a& been mar:ete& /a66ene& to /ave a 3eo3ra6/i$al $onnotation 1as 1it/out si3ni"i$an$e< W/at mattere& 1as t/at t/e 6ro&u$t o" a 6arti$ular $/ara$ter or $om6osition /a& been mar:ete& un&er a &es$ri6tive name' an& un&er t/at name /a& 3aine& a 6ubli$ re6utation 1/i$/ &istin3uis/e& it "rom $om6etin3 6ro&u$ts o" &i""erent $om6ositions< 2/ere 1as t/ere"ore no basis "or &istin3uis/in3 t/e instant $ase "rom t/e C/am6a3ne' %/err! an& %$ot$/ 1/is:! $ases< 53< 9ore 3enerall!' (or& )i6lo$: observe& t/at it 1as' /o1ever' ne$essar! to i&enti"! 1it/ reasonable 6re$ision t/e members o" t/e $lass o" tra&ers o" 1/ose 6ro&u$ts t/e 6arti$ular &esi3nation /a& be$ome &istin$tive an& t/e t!6e o" 6ro&u$t t/at /a& a$Guire& t/e relevant re6utation< -e 6ut it in t/ese terms at 6a3es H4H+H4*: =B" $ourse it is ne$essar! to be able to i&enti"! 1it/ reasonable 6re$ision t/e members o" t/e $lass o" tra&ers o" 1/ose 6ro&u$ts a 6arti$ular 1or& or name /as be$ome so &istin$tive as to ma:e t/eir ri3/t to use it trut/"ull! as &es$ri6tive o" t/eir 6ro&u$t a valuable 6art o" t/e 3oo&1ill o" ea$/ o" t/emJ but it is t/e re6utation t/at t/at t!6e o" 6ro&u$t itsel" /as 3aine& in t/e mar:et b! reason o" its re$o3nisable an& &istin$tive Gualities t/at /as 3enerate& t/e relevant 3oo&1ill< %o i" one $an &e"ine 1it/ reasonable 6re$ision t/e t!6e o" 6ro&u$t t/at /as a$Guire& t/e re6utation' one $an i&enti"! t/e members o" t/e $lass entitle& to s/are in t/e 3oo&1ill as bein3 all t/ose tra&ers 1/o /ave su66lie& an& still su66l! to t/e En3lis/ mar:et a 6ro&u$t 1/i$/ 6ossesses t/ose re$o3nisable an& &istin$tive Gualities< Et $annot ma:e an! &i""eren$e in 6rin$i6le 1/et/er t/e re$o3nisable an& &istin$tive Gualities b! 1/i$/ t/e re6utation o" t/e t!6e o" 6ro&u$t /as been 3aine& are t/e result o" its /avin3 been ma&e in' or "rom in3re&ients 6ro&u$e& in' a 6arti$ular lo$alit! or are t/e result o" its /avin3 been ma&e "rom 6arti$ular in3re&ients re3ar&less o" t/eir 6rovenan$eJ t/ou3/ a 3eo3ra6/i$al limitation ma! ma:e it easier 4a7 to &e"ine t/e t!6e o" 6ro&u$tJ 4b7 to establis/ t/at it /as Gualities 1/i$/ are re$o3nisable an& &istin3uis/ it "rom ever! ot/er t!6e o" 6ro&u$t t/at $om6etes 1it/ it in t/e mar:et an& 1/i$/ /ave 3aine& "or it in t/at mar:et a re6utation an& 3oo&1illJ an& 4$7 to establis/ t/at t/e 6lainti""Qs o1n business 1ill su""er more t/an minimal &ama3e to its 3oo&1ill b! t/e &e"en&antQs misre6resentin3 /is 6ro&u$t as bein3 o" t/at t!6e<> 54< Bn t/e Fu&3eCs "in&in3s o" "a$t' t/ese reGuirements 1ere satis"ie& an& all "ive ne$essar! $/ara$teristi$s 1ere 6resent< Et "ollo1e& t/at t/e $laim s/oul& su$$ee& an& t/e inFun$tion 3rante& b! t/e Fu&3e restore&< (or& Araser also $onsi&ere& t/at t/e %6anis/ C/am6a3ne $ase 1as ri3/tl! &e$i&e&<

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-e a3ree& 1it/ t/e observations o" 0u$:le! (# in t/e Court o" A66eal t/at at least some measure o" &istin$tiveness 1as essential "or t/e tra&e name or &es$ri6tion to be $a6able o" 3ivin3 rise to a $laim in 6assin3 o"" but' on t/e Fu&3eCs "in&in3s' t/at /a& been ma&e out< As /e observe&' t/e terms &es$ri6tive an& &istin$tive' as a66lie& to names o" 6ro&u$ts' are not mutuall! e8$lusive an& t/at names 1/i$/ be3in b! bein3 &es$ri6tive ma! in t/e $ourse o" time be$ome &istin$tive as 1ell as &es$ri6tive< -e t/en i&enti"ie& t/e "ollo1in3 essential elements o" a $ause o" a$tion in 6assin3 o"" at 6a3es H55+H56: =O Et is essential "or t/e 6lainti"" in a 6assin3 o"" a$tion to s/o1 at least t/e "ollo1in3 "a$ts:+ 417 t/at /is business $onsists o"' or in$lu&es' sellin3 in En3lan& a $lass o" 3oo&s to 1/i$/ t/e 6arti$ular tra&e name a66liesJ 427 t/at t/e $lass o" 3oo&s is $learl! &e"ine&' an& t/at in t/e min&s o" t/e 6ubli$' or a se$tion o" t/e 6ubli$' in En3lan&' t/e tra&e name &istin3uis/es t/at $lass "rom ot/er similar 3oo&sJ 437 t/at be$ause o" t/e re6utation o" t/e 3oo&s' t/ere is 3oo&1ill atta$/e& to t/e nameJ 447 t/at /e' t/e 6lainti""' as a member o" t/e $lass o" t/ose 1/o sell t/e 3oo&s' is t/e o1ner o" 3oo&1ill in En3lan& 1/i$/ is o" substantial valueJ 457 t/at /e /as su""ere&' or is reall! li:el! to su""er' substantial &ama3e to /is 6ro6ert! in t/e 3oo&1ill b! reason o" t/e &e"en&ants sellin3 3oo&s 1/i$/ are "alsel! &es$ribe& b! t/e tra&e name to 1/i$/ t/e 3oo&1ill is atta$/e&< 5rovi&e& t/ese $on&itions are satis"ie&' as t/e! are in t/e 6resent $ase' E $onsi&er t/at t/e 6lainti"" is entitle& to 6rote$t /imsel" b! a 6assin3 o"" a$tion<> 56< W/ere t/e "alse/oo& 1as a misre6resentation t/at t/e $om6etitorCs 3oo&s 1ere t/e 3oo&s o" a &e"inite $lass 1it/ a valuable re6utation' an& 1/ere t/e misre6resentation 1as li:el! to $ause &ama3e to establis/e& tra&ers 1/o o1ne& 3oo&1ill in relation to t/at $lass o" 3oo&s' moralit! reGuire& t/at t/e! s/oul& be entitle& to 6rote$t t/eir 3oo&1ill< Et "ollo1e& t/at t/e (panis) ")ampagne $ase 1as ri3/tl! &e$i&e&< %ome !ears later' in Reckitt "olman Products $td v Borden 2nc [1990] 5C 341' 4t/e =Jif lemon> $ase7' (or& Bliver restate& t/e essential reGuirements o" a $laim in 6assin3 o"" in a sim6li"ie& "orm in t/is 1a! 4at 6a3e 4067: =Airst' /e must establis/ a 3oo&1ill or re6utation atta$/e& to t/e 3oo&s or servi$es 1/i$/ /e su66lies in t/e min& o" t/e 6ur$/asin3 6ubli$ b! asso$iation 1it/ t/e i&enti"!in3 =3et+u6> 41/et/er it $onsists sim6l! o" a bran& name or a tra&e &es$ri6tion' or t/e in&ivi&ual "eatures o" labellin3 or 6a$:a3in37 un&er 1/i$/ /is 6arti$ular 3oo&s or servi$es are o""ere& to t/e 6ubli$' su$/ t/at t/e 3et+u6 is re$o3nise& b! t/e 6ubli$ as &istin$tive s6e$i"i$all! o" t/e 6lainti""Cs 3oo&s or servi$es< %e$on&l!' /e must &emonstrate a misre6resentation b! t/e &e"en&ant to t/e 6ubli$ 41/et/er or not intentional7 lea&in3 or li:el! to lea& t/e 6ubli$ to believe t/at 3oo&s or servi$es o""ere& b! /im are t/e 3oo&s or servi$es o" t/e 6lainti""<

5H<

W/et/er t/e 6ubli$ is a1are o" t/e 6lainti""Cs i&entit! as t/e manu"a$turer or su66lier o" t/e 3oo&s or servi$es is immaterial' as lon3 as t/e! are i&enti"ie& 1it/ a 6arti$ular sour$e 1/i$/ is in "a$t t/e 6lainti""< Aor e8am6le' i" t/e 6ubli$ is a$$ustome& to rel! u6on a 6arti$ular bran& name in 6ur$/asin3 3oo&s o" a 6arti$ular &es$ri6tion' it matters not at all t/at t/ere is little or no 6ubli$ a1areness o" t/e i&entit! o" t/e 6ro6rietor o" t/e bran& name< 2/ir&l!' /e must &emonstrate t/at /e su""ers or' in a 1uia timet a$tion t/at /e is li:el! to su""er' &ama3e b! reason o" t/e erroneous belie" en3en&ere& b! t/e &e"en&antCs misre6resentation t/at t/e sour$e o" t/e &e"en&antCs 3oo&s or servi$es is t/e same as t/e sour$e o" t/ose o""ere& b! t/e 6lainti""<> 5*< 2/e "inal &e$ision to 1/i$/ E must re"er at t/is sta3e is t/at o" t/is $ourt in ")ocosuisse 3nion des 4abricants (uisse de ")ocolat v "adbury $td [1999] 5C *26 4t/e =")ocosuisse> $ase7< 2/is 1as a $laim in 6assin3 o"" brou3/t b! t/e asso$iation "or t/e %1iss $/o$olate in&ustr! a3ainst Ca&bur! arisin3 "rom t/e use b! Ca&bur! o" t/e name =%1iss C/alet>< 2/e Fu&3e "oun& t/at t/e term =%1iss $/o$olate> &enote& $/o$olate ma&e in %1itLerlan& in a$$or&an$e 1it/ %1iss "oo& re3ulations an& t/at a substantial number o" 6ersons 1oul& be &e$eive& b! t/e use b! Ca&bur! o" t/e term =%1iss C/alet> into t/in:in3 t/at t/e $/o$olate to 1/i$/ it 1as a66lie& 1as %1iss $/o$olate< -e /el& t/at 6assin3 o"" /a& been establis/e&< Bn a66eal' t/is $ourt $onsi&ere& t1o main issues: "irst' 1/et/er' in t/e min&s o" t/e 6ubli$ or a se$tion o" t/e 6ubli$' t/e &esi3nation =%1iss $/o$olate> &istin3uis/e& t/at $lass o" 3oo&s "rom ot/er similar 3oo&sJ an& se$on&' 1/et/er or not t/ere /a& been' or 1as li:el! to be' $on"usion bet1een %1iss C/alet an& $/o$olate ma&e in %1itLerlan&< Bn t/e "irst issue' C/a&1i$: (# e86laine& t/at t/e 1or&s =%1iss $/o$olate> 1ere &es$ri6tive in nature an& so t/e $laim $oul& not su$$ee& unless t/e! /a& $ome to mean to a si3ni"i$ant 6art o" t/e 6ubli$ a $lass o" 6ro&u$ts /avin3 a &is$rete re6utation< As /e sai& at 6a3e *32: =2/e 1or&s =%1iss $/o$olate> are' as t/e Fu&3e 6ointe& out' [199*] <5<C< 11H' at 6a3e 129 line 31' &es$ri6tive in nature< 2/e! are $learl! a6t to &es$ribe $/o$olate ma&e in %1itLerlan&< 0ut t/e! are also a6t to &es$ribe $/o$olate ma&e to a %1iss re$i6e 1it/ %1iss e86ertise b! a %1iss manu"a$turer< E" t/e 1or&s are no more t/an &es$ri6tive M 1/et/er o" t/e 6la$e o" manu"a$ture or o" t/e i&entit! o" t/e manu"a$turer M t/e! $annot "oun& an a$tion in 6assin3+o""< 2/e Fu&3e i&enti"ie& t/e 6oint' $orre$tl! in m! vie1' in t/e "ollo1in3 6assa3e o" /is Fu&3ment' [199*] <5<C< 11H' at 6a3e 129 lines 31 to 36: =Et is onl! i" t/e! [t/e 1or&s K%1iss $/o$olateC] are ta:en b! a si3ni"i$ant 6art o" t/e 6ubli$ to be use& in relation to an& in&i$atin3 a 6arti$ular 3rou6 o" 6ro&u$ts /avin3 a &is$rete re6utation as a 3rou6 t/at a $ase o" 6assin3 o"" $an 3et o"" t/e 3roun&< E /ave /a& to bear t/is in min& 1/en

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assessin3 t/e evi&en$e o" 1/at t/e 1or&s mean to members o" t/e 6ubli$< E" t/e! $onve! not/in3 more t/an t/eir &es$ri6tive meanin3 t/e a$tion must "ail<> 2/ere 1ere' t/ere"ore' t1o Guestions to be a&&resse& on t/is 6art o" t/e $ase: 4i7 1oul& t/e 1or&s =%1iss $/o$olate> /ave been ta:en b! a si3ni"i$ant se$tion o" t/e 6ubli$ in En3lan& at t/e relevant time to mean' an& to mean onl!' $/o$olate ma&e in %1itLerlan&J an& i" so' 4ii7 &i& $/o$olate ma&e in %1itLerlan& /ave a &is$rete re6utation' &istin$t "rom ot/er $/o$olate' 1/i$/ t/e %1iss C/o$olate 9anu"a$turers 1ere entitle& to 6rote$tR> 60< At trial (a&&ie # /a& $on$lu&e& t/at to a si3ni"i$ant se$tion o" t/e 6ubli$ in En3lan& t/e 1or&s =%1iss $/o$olate> meant an& meant onl! $/o$olate ma&e in %1itLerlan&< Bn a66eal' Ca&bur! sou3/t to $/allen3e t/at $on$lusion ar3uin3 t/at' on t/e evi&en$e' it 1as $lear t/at t/e &esi3nation %1iss $/o$olate /a& been a66lie& to 3oo&s 1/i$/ 1ere not ma&e in %1itLerlan& an&' moreover' t/e! 1ere entirel! a6t to &es$ribe 6ro&u$ts ma&e outsi&e %1itLerlan& but to %1iss re$i6es' or to &es$ribe $/o$olate ma&e outsi&e %1itLerlan& but sol& un&er a "amous %1iss bran& name< 2/e 6roblem 1it/ t/is submission 1as' /o1ever' t/at t/e Fu&3e /a& "oun& t/at' at t/e &ate on 1/i$/ Ca&bur! 6ut its %1iss C/alet 6ro&u$t on t/e mar:et' t/e 1or&s =%1iss $/o$olate> 1ere ta:en b! a si3ni"i$ant se$tion o" t/e 6ubli$ in En3lan& to mean an& to mean onl! $/o$olate ma&e in %1itLerlan&< Et "ollo1e& t/at (or& AraserCs $riteria 427' 437 an& 447 in t/e Advocaat $ase /a& been ma&e out< As "or t/e se$on& issue' 1/et/er or not t/ere /a& been or 1as li:el! to be $on"usion' t/is 1as' C/a&1i$: (# $onsi&ere&' a Guestion o" "a$t "or t/e Fu&3e 1/o /a& /ear& t/e 1itnesses< -is $on$lusion u6on t/e evi&en$e $oul& not be re3ar&e& as 6erverse an& it 1oul& be 1ron3 to set it asi&e< E believe t/e "ollo1in3 6oints emer3e "rom t/ese aut/orities 1/i$/ /ave a bearin3 on t/e $ase be"ore us< Airst' t/ere $an be no &oubtin3 t/at 3eo3ra6/i$al &enominations are' 6rima "a$ie' &es$ri6tive o" man! &i""erent :in&s o" 3oo&s< 2/e! ma!' "or e8am6le' &enote 3oo&s 4i7 ma&e in t/at 6la$e or 4ii7 ma&e to a re$i6e or o" a t!6e asso$iate& 1it/ t/at 6la$e or 4iii7 t/at t/e! are t/e 3oo&s o" a 6arti$ular un&erta:in3 base& in t/at 6la$e< Nevert/eless' it /as lon3 been re$o3nise& t/at names 1/i$/ 1ere at one time &es$ri6tive ma! be 6rote$te& in an a$tion "or 6assin3 o"" i" t/e! /ave a$Guire& a se$on&ar! meanin3 an& so be$ome &istin$tive o" t/e 3oo&s o" one or more tra&ers< %e$on&' t/e essential elements o" a $laim in 6assin3 o"" /ave been aut/oritativel! e86laine& b! t/e -ouse o" (or&s in t/e Advocaat an& Jif lemon $ases< 2/e! /ave at t/eir /eart t/e t/ree reGuirements o" 3oo&1ill' misre6resentation an& &ama3e< Et is' E t/in:' in/erent in t/ese e86ositions o" t/e essential elements o" t/e tort t/at a $laimant is not reGuire& to s/o1 t/at t/e name sou3/t to be 6rote$te& is :no1n to' an& in t/e $ase o" a &es$ri6tive name' /as a$Guire& a se$on&ar! meanin3 amon3st' all 6otential $onsumers< En&ee& an& as (or& Araser e86laine& in t/e Advocaat $ase' t/e terms &es$ri6tive an& &istin$tive are not mutuall! e8$lusive in t/is $onte8t' an& a name

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1/i$/ be3ins b! bein3 &es$ri6tive ma! in t/e $ourse o" time be$ome bot/ &istin$tive an& &es$ri6tive< %o also in t/e ")ocosuisse $ase' C/a&1i$: (# i&enti"ie& as one o" t/e $riti$al Guestions in issue on t/e a66eal 1/et/er t/e 1or&s =%1iss $/o$olate> 1oul& /ave been ta:en b! a significant section o" t/e 6ubli$ to mean' an& to mean onl!' $/o$olate ma&e in %1itLerlan&< W/at a $laimant must s/o1 is t/at /is name is su""i$ientl! 1ell :no1n an& su""i$ientl! &istin$tive t/at t/e a$tivities o" t/e &e"en&ant in usin3 t/e same or a similar name in relation to &i""erent 3oo&s amounts to a misre6resentation 1/i$/ is $al$ulate& to $ause /im &ama3e< As (or& -ers$/ell sai& in Redda/ay v Ban)am [19*6] AC 199 at 6a3e 211 in $onsi&erin3 t/e &e$e6tive use o" a &es$ri6tive term: =E am unable to see 1/! a man s/oul& be allo1e& in t/is 1a! rat/er t/an an! ot/er to &e$eive 6ur$/asers into t/e belie" t/at t/e! are 3ettin3 1/at t/e! are not' an& t/us to "il$/ t/e business o" a rival<> 64< 2/ir&' t/e $laimant must establis/ a li:eli/oo& o" $on"usion amon3st a substantial number o" 6ersons< 9orritt (# 4as /e t/en 1as7 summarise& t/e 6osition t/is 1a! in Neutrogena "orporation and Anor v Golden $td and Anor [1996] 5C 4H3 at 6a3e 493: =2/ere is no &is6ute as to 1/at t/e $orre$t le3al 6rin$i6le is< As state& b! (or& Bliver o" A!lmerton in Reckitt "olman Products $td0 v0 Borden 2nc0 [1990] <5<C< 341 at 6a3e 40H t/e Guestion on t/e issue o" &e$e6tion or $on"usion is =is it' on a balan$e o" 6robabilities' li:el! t/at' i" t/e a66ellants are not restraine& as t/e! /ave been' a substantial number o" members o" t/e 6ubli$ 1ill be misle& into 6ur$/asin3 t/e &e"en&antsQ [6ro&u$t] in t/e belie" t/at it is t/e res6on&entsQ[6ro&u$t]> 2/e same 6ro6osition is state& in -alsbur!Qs (a1s o" En3lan& 4t/ E&ition Pol<4* 6ara 14*< 2/e ne$essit! "or a substantial number is brou3/t out also in (aville Perfumery $td0 v0 June Perfect $td0 419417 5* <5<C< 14H at 6a3e 1H5J an& Re (mit) Hayden5s Application 419457 63 <5<C< 9H at 6a3e 101<> 65< Aourt/' t/e :in& o" 6assin3 o"" 1it/ 1/i$/ t/is $ase is $on$erne&' so $alle& e8ten&e& 6assin3 o""' is no &i""erent in 6rin$i6le "rom $onventional 6assin3 o""< As (or& )i6lo$: sai& in t/e Advocaat $ase' t/e! are bot/ s6e$ies o" t/e same 3enus< En an e8ten&e& 6assin3 o"" $ase' t/e alle3ation is not t/at t/e &e"en&ant /as' b! t/e use o" a name' misre6resente& /is 3oo&s as t/ose o" t/e $laimant but rat/er t/at /e /as misre6resente& /is 3oo&s as t/ose o" a $lass o" tra&ers o" 1/om t/e $laimant nee& onl! be one< 2/e 3oo&1ill inva&e& b! t/e &e"en&ant is not t/at o" one tra&er alone but is s/are& 1it/ all ot/er tra&ers o" 1/ose 3oo&s t/e name is &istin$tive< Aurt/ermore' t/e $lass is not "i8e& in t/at ot/er tra&ers ma! Foin it an&' so too' tra&ers ma! "all out o" it< -o1ever' bot/ t/ese :in&s o" 6assin3 o"" satis"! all o" t/e reGuirements lai& &o1n b! (or& )i6lo$: an& (or& Araser in t/e Advocaat $ase< En ea$/ $ase t/e

$laimant must establis/ t/at t/e name /e is see:in3 to 6rote$t /as a$Guire& a 3oo&1ill' t/at is to sa! an attra$tive 6o1er' an& t/e use o" t/e same name b! anot/er tra&er amounts to a misre6resentation 1/i$/ is $al$ulate& to $ause &e$e6tion an& so $ause t/e $laimant &ama3e in /is business< 66< Ai"t/' it is no more ne$essar! in a $ase o" e8ten&e& 6assin3 o"" t/an in a $ase o" $onventional 6assin3 o"" "or a $laimant to establis/ t/at all members o" t/e 6ubli$ un&erstan& /o1 t/e 3oo&s are ma&e< 2/us in t/e (panis) c)ampagne $ase t/e &e3ree o" un&erstan&in3 o" t/e meanin3 o" t/e term =$/am6a3ne> varie& "rom $onsumer to $onsumer' 1it/ t/e less :no1le&3eable $onsumers bein3 most li:el! to be $on"use&< 2/is mattere& not be$ause' as Cross # so 6re$isel! i&enti"ie& in t/e Britis) s)erry $ase' t/ose less :no1le&3eable $onsumers mi3/t 1ell t/in: a bottle labelle& =%6anis/ $/am6a3ne> 1as t/e 3enuine arti$le< %imilarl!' in t/e Advocaat $ase' t/e re6utation atta$/in3 to t/e name 1as sim6l! t/at o" a &rin: /avin3 re$o3nisable Gualities o" a66earan$e' taste' stren3t/ an& satis"a$tion an& "or t/at reason t/e &e"en&antsC 6ro&u$t' labelle& as it 1as =Bl& En3lis/ A&vo$aat>' 1oul& lea& t/em into believin3 t/e! 1ere in "a$t bu!in3 3enuine a&vo$aat< %i8t/' it also "ollo1s "rom t/e "ore3oin3 t/at a $laimant in an e8ten&e& 6assin3 o"" $ase is entitle& to 6rote$t /imsel" a3ainst erosion o" t/e &istin$tiveness o" t/e name o" /is 3oo&s an& so loss o" /is 3oo&1ill< 2/is 1as e86laine& b! t/is $ourt in .aittinger (A and !rs v Allbev $td and Anor [1993] A% 461' a $ase in 1/i$/ various $/am6a3ne 6ro&u$ers sou3/t to 6revent t/e &e"en&ants "rom sellin3 s6ar:lin3 el&er"lo1er $or&ial un&er t/e name =el&er"lo1er $/am6a3ne> in a 3et+u6 similar to t/at o" $/am6a3ne< Aor 6resent 6ur6oses E nee& onl! re"er to t/is 6assa3e in t/e Fu&3ment o" %ir 2/omas 0in3/am 9 4as /e t/en 1as7 at 6a3e 6H*: =(i:e t/e Fu&3e' E &o not t/in: t/e &e"en&antsQ 6ro&u$t 1oul& re&u$e t/e "irst 6lainti""sQ sales in an! si3ni"i$ant an& &ire$t 1a!< 0ut t/at is not' as it seems to me' t/e en& o" t/e matter< 2/e "irst 6lainti""sQ re6utation an& 3oo&1ill in t/e &es$ri6tion KC/am6a3neC &erive not onl! "rom t/e Gualit! o" t/eir 1ine an& its 3lamorous asso$iations' but also "rom t/e ver! sin3ularit! an& e8$lusiveness o" t/e &es$ri6tion' t/e absen$e o" Guali"!in3 e6it/ets an& imitative &es$ri6tions< An! 6ro&u$t 1/i$/ is not C/am6a3ne but is allo1e& to &es$ribe itsel" as su$/ must inevitabl!' in m! vie1' ero&e t/e sin3ularit! an& e8$lusiveness o" t/e &es$ri6tion KC/am6a3neC an& so $ause t/e "irst 6lainti""s &ama3e o" an insi&ious but serious :in&< 2/e amount o" &ama3e 1/i$/ t/e &e"en&antsQ 6ro&u$t 1oul& $ause 1oul& o" $ourse &e6en& on t/e siLe o" t/e &e"en&antsQ o6eration< 2/at is not ne3li3ible no1' an& it $oul& be$ome mu$/ bi33er< 0ut E $annot see' &es6ite t/e &e"en&antsQ ar3ument to t/e $ontrar!' an! rational basis u6on 1/i$/' i" t/e &e"en&antsQ 6ro&u$t 1ere allo1e& to be mar:ete& un&er its 6resent &es$ri6tion' an! ot/er "ruit $or&ial &ilute& 1it/ $arbonate& 1ater $oul& not be similarl! mar:ete& so as to in$or6orate t/e &es$ri6tion $/am6a3ne< 2/e &ama3e to t/e "irst 6lainti""s 1oul& t/en be in$al$ulable but severe<>

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%event/' it is' E t/in:' in/erent in t/e reGuirements e86laine& b! t/e -ouse o" (or&s in t/e Advocaat $ase but 1as in an! event s6elle& out b! (or& )i6lo$: in t/e 6assa3e o" /is s6ee$/ $ite& at [53] above' t/at "or a $laimant to su$$ee& in an e8ten&e& 6assin3 o"" $ase /e must s/o1 t/at t/e $lass o" tra&ers o" 1/ose 6ro&u$ts t/e name is sai& to /ave be$ome &istin$tive $an be &e"ine& 1it/ reasonable 6re$ision< %o also /e must s/o1 t/at t/e name /as $ome to &enote a 6arti$ular :in& o" 6ro&u$t 1/i$/ /as re$o3nisable $/ara$teristi$s 1/i$/ &istin3uis/ it "rom ot/er 6ro&u$ts' an& t/at t/e 6ubli$ are motivate& to bu! t/e 6ro&u$t b! reason o" t/ose $/ara$teristi$s< E s/oul& sa! t/at t/is &oes not mean' /o1ever' t/at t/e $lass o" 6ersons entitle& to use a 3eo3ra6/i$al &enomination in relation to 6arti$ular 3oo&s must be &e"ine& an& $ontrolle& b! la1 or some ot/er re3ulation< En&ee& in t/e Britis) s)erry $ase' t/e re3ulations 3overnin3 t/e use in %6ain o" t/e term s/err! sim6l! 3ave e""e$t to 1/at /a& been $ustomar! be"ore< Ainall!' E am $ons$ious o" t/e $on$ern e86resse& b! i8 (# in Diageo Nort) America 2nc v 2ntercontinental Brands %2"B' $td [2010] EWCA Civ 920' [2011] 5C 2 4at [H2]7 t/at in t/e Advocaat $ase t/e -ouse o" (or&s &i& not inten& to $over as a matter o" 6rin$i6le t/e $ase 1/ere a $laimant sues to 6rote$t a s/are& re6utation in t/e manu"a$ture or &istribution o" a 3eneri$ 6ro&u$t 1/i$/ is &istin$tive 6rimaril! be$ause it e8ten&s to t/e 1/ole o" a broa& $ate3or! o" 6ro&u$tJ an& 4at [H6]7 t/at t/e e8ten&e& "orm o" 6assin3 o"" s/oul& not b! &int o" e8tension u6on e8tension tres6ass be!on& t/e le3itimate area o" 6rote$tion o" 3oo&1ill into an ille3itimate area o" anti+ $om6etitiveness< -o1ever' "or m! 6art' E "eel t/ese $on$erns are met b! t/e nee& to establis/ ea$/ o" t/e reGuirements e86laine& b! t/e -ouse o" (or&s in t/e Advocaat $ase< As (or& )i6lo$: ma&e $lear in t/e 6assa3e o" /is s6ee$/ $ite& at [51] above' t/e lar3er t/e $lass' t/e more &i""i$ult it 1ill be to s/o1 t/at t/e term /as a$Guire& a 3oo&1ill as &enotin3 3oo&s /avin3 6arti$ular $/ara$teristi$s an& t/at t/e use o" t/e term b! t/e &e"en&ant amounts to a misre6resentation 1/i$/ 1ill $ause &e$e6tion an& &ama3e to t/e $laimant in /is business< %o E must no1 $onsi&er 1/et/er t/e Fu&3e 1as entitle& to rea$/ t/e $on$lusion /e &i& in li3/t o" t/e 6rin$i6les 1/i$/ E /ave summarise&< E /ave set out in some &etail t/e a66roa$/ t/e Fu&3e too: to t/e evi&en$e' t/e "in&in3s /e ma&e' /is anal!sis o" t/e la1 an& /is reasonin3 in arrivin3 at /is ultimate $on$lusion< En &ealin3 1it/ t/e $riti$al issue on t/is as6e$t o" t/e a66eal' t/at is to sa! &istin$tiveness' /e "oun& 4at [112]+ [116]7 t/at a substantial 6ro6ortion' an& 6robabl! a $lear maForit!' o" t/e bu!ers o" ,ree: !o3/urt believe& t/at it $ame "rom ,ree$e an& "urt/er' t/at t/e &es$ri6tion $onve!e& to t/em t/at t/e !o3/urt to 1/i$/ it 1as a66lie& 1as in some 1a! s6e$ial< A&o6tin3 (a&&ie #Cs illustrations at "irst instan$e in t/e ")ocosuisse $ase' =,ree: !o3/urt> is not one o" t/ose &es$ri6tions su$/ as =Aren$/ ball bearin3s> or =Etalian 6en$ils> 1/i$/ &o not /ave asso$iate& 1it/ t/em an! 3oo&1ill 1/i$/ a$ts as an attra$tive "or$e 1/i$/ brin3s in $ustom< 2o t/e $ontrar! an& not1it/stan&in3 t/at "e1 :no1 /o1 or 1/! ,ree: !o3/urt /as its &istin$tive t/i$: an& $ream! te8ture' a substantial 6ro6ortion o" t/e relevant 6ubli$ not onl! believe t/at ,ree: !o3/urt $omes "rom ,ree$e but also believe it to be s6e$ial< E am satis"ie& t/e Fu&3e 1as entitle& to ma:e t/ese "in&in3s on t/e evi&en$e< En&ee& t/e! /a& 6o1er"ul su66ort "rom t/e tra&e 1itnesses' t/e un1ritten labellin3 $onvention' t/e a&vi$e 3iven to C/obani an& t/e 6remium 6ri$e 1/i$/ ,ree: !o3/urt $omman&s in t/e mar:et6la$e< Aurt/ermore' t/e evi&en$e 3iven b! C/obani t/rou3/ 9r 0evers betra!e& not onl! a

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re$o3nition o" t/e re6utation enFo!e& b! ,ree: !o3/urt but also a &etermination to ta:e $ommer$ial a&vanta3e o" it< H1< 2/e Fu&3e returne& to t/is issue later in /is Fu&3ment 4at [133]+[135]7 in &ealin3 1it/ 3oo&1ill< 2/ere /e reiterate& t/at a substantial 6ro6ortion o" t/ose 1/o bu! ,ree: !o3/urt t/in: t/at it is ma&e in ,ree$e an& t/at t/e 6ro6ortion o" t/ose ,ree: !o3/urt bu!ers to 1/om it matters is also substantial< Et "ollo1e&' /e t/ou3/t' t/at AA,E /a& &emonstrate& t/at a substantial 3oo&1ill atta$/e& to t/e 6/rase< 9r -obbs an& 9r 0al&1in atta$: t/is $on$lusion' ar3uin3 t/at it amounts to no more t/an a "in&in3 t/at t/e 1or& =,ree:> 1as "ul"illin3 its natural &es$ri6tive "un$tion' t/at t/e 6/rase ,ree: !o3/urt 1as =multivalent> an& entirel! a6t to use in relation to t/e C/obani 6ro&u$t' an& t/at t/e 6/rase la$:e& t/e ne$essar! sin3ularit! 1/i$/ neit/er t/e &es$ri6tion =t/i$: an& $ream!> nor t/e s6e$i"i$ation set out at [19] above $oul& reme&!< 2/ese &i& not a&eGuatel! &e"ine a $lass o" 6ro&u$ts to 1/i$/ t/e 6/rase $oul& be a66lie&' nor &i& t/e! a&eGuatel! &e"ine a $lass o" tra&ers 1/o $oul& use it< E am unable to a$$e6t t/ese submissions "or t/e "ollo1in3 reasons< Airst' t/e "in&in3s at [133]+[135] $annot be seen in isolation< 2/e $ru$ial "in&in3s on t/e evi&en$e are t/ose 1/i$/ t/e Fu&3e ma&e earlier in /is Fu&3ment at [112]+[116] 1/i$/ E /ave set out above< -ere t/e Fu&3e "oun& t/at a substantial 6art o" t/e relevant 6art o" t/e 6ubli$ &o in&ee& re$o3nise ,ree: !o3/urt 1it/ its $/ara$teristi$ t/i$: an& $ream! te8ture as bein3 s6e$ial an& as $omin3 "rom ,ree$e< 2/is is a "in&in3 t/at t/e 6/rase means to t/ese 6eo6le a 6arti$ular an& sin3ular 6ro&u$t 1/i$/ t/e! $onsi&er &esirable an& t/at t/ere is a 3oo&1ill asso$iate& 1it/ it< 2/e "a$t t/at t/is re6utation an& 3oo&1ill &oes not e8ten& to all 6otential $ustomers is neit/er /ere nor t/ere< W/at matters is t/at it e8ists amon3st a si3ni"i$ant se$tion o" t/e relevant 6ubli$< 2o t/ese 6ersons t/e 6/rase is no lon3er 6urel! &es$ri6tive an& /as $ome to &enote a 6ro&u$t o" a 6arti$ular :in&< %e$on&' it is o" $ourse true to sa! t/at t/ere 1as no "in&in3 t/at t/e 6ubli$ :no1 o" t/e s6e$i"i$ation to 1/i$/ ,ree: !o3/urt is ma&eJ nor 1as t/ere a "in&in3 t/at t/e use o" t/e 6/rase in ,ree$e is restri$te& b! la1< 0ut' as E /ave sou3/t to e86lain' neit/er is a reGuirement o" a su$$ess"ul $laim in 6assin3 o""< 2/ir&' E believe t/at t/e $lass o" tra&ers o" 1/ose 6ro&u$ts t/e 6/rase ,ree: !o3/urt /as be$ome &istin$tive /as been &e"ine& 1it/ reasonable 6re$ision< Et $om6rises all t/ose tra&ers 1/ose !o3/urt is ma&e in ,ree$e a$$or&in3 to t/e s6e$i"i$ation set out at [19] above< 2ra&ers 1/o ma:e !o3/urt in ,ree$e in a$$or&an$e 1it/ t/at s6e$i"i$ation ma! Foin t/e $lass an& $om6lain o" t/e misuse o" t/e 6/rase 6rovi&e& t/e! /ave use& it "or a su""i$ient 6erio& o" time to a$Guire a s/are in t/e 3oo&1ill asso$iate& 1it/ it< E re$o3nise t/at t/ese $ases ma! raise &i""i$ult Guestions in some $ases< Aor e8am6le' &urin3 t/e $ourse o" t/e a66eal /earin3 1e $anvasse& 1it/ t/e 6arties 1/et/er AA,E $oul& $om6lain o" t/e use b! a tra&er o" t/e 6/rase ,ree: !o3/urt in relation to !o3/urt ma&e in ,ree$e an& ren&ere& t/i$: an& $ream! b! t/e a&&ition o" t/i$:eners rat/er t/an strainin3< Et ma! be sai& 1it/ some "or$e t/at t/e use o" t/e 6/rase in relation to su$/ a 6ro&u$t 1oul& not &e$eive an!one an& so $oul& not amount to

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6assin3 o""< -o1ever' t/at is not t/is $ase< -ere t/e use o" t/e 6/rase b! C/obani in relation to !o3/urt not ma&e in ,ree$e is $al$ulate& to $ause &e$e6tion an& $on"usion an& to lea& members o" t/e 6ubli$ to bu! it t/in:in3 t/e! are bu!in3 t/e 3enuine arti$le' t/at is to sa! !o3/urt /avin3 t/e $/ara$teristi$s 1it/ 1/i$/ t/e! are "amiliar an& 1/i$/ /as been ma&e in ,ree$e< Et is an a$tivit! u6on 1/i$/ C/obani /as embar:e& 1it/ t/e intention o" ta:in3 a&vanta3e o" t/e $a$/et atta$/in3 to t/e 6/rase 1/i$/ /as been 3enerate& b! AA,E an& ot/er tra&ers' an& so sellin3 its 6ro&u$t at t/e 6remium 6ri$e 1/i$/ ,ree: !o3/urt $omman&s< En m! Fu&3ment t/is is an a$tivit! in res6e$t o" 1/i$/ t/e la1 ou3/t to 6rovi&e AA,E a reme&! an& t/e Fu&3e 1as ri3/t to /ol& it amounts to 6assin3 o""< H6< 2/at brin3s me to 9r -obbsC 6oint $on$ernin3 t/e avera3e $onsumer< -e submits t/at it is not 6ermissible to raise a barrier to $ross bor&er tra&e unless t/e ris: o" &e$e6tion is su""i$ientl! serious an& t/at in $onsi&erin3 t/at Guestion t/e relevant $riterion is t/e 6resume& e86e$tations o" t/e avera3e $onsumer< 2/is "ormulation is &erive& "rom t/e o6inion o" A&vo$ate ,eneral #a$obs in Case C+312/9* (c)ut,verband gegen 3n/esen in der #irtsc)aft -* v #arsteiner Brauerei Haus "ramer GmbH "o 6G [2000] EC E+91*H 4t/e =#arsteiner> $ase7 in 1/i$/ /e sai& at [59]+[60]: =59< Et is $lear "rom t/e $ase+la1 o" t/e Court t/at t/e ris: o" mislea&in3 $onsumers $annot overri&e t/e reGuirements o" t/e "ree movement o" 3oo&s an& so Fusti"! barriers to tra&e unless t/at ris: is su""i$ientl! serious an& t/at in assessin3 t/e level o" ris: t/e relevant $riterion is t/e 6resume& e86e$tations o" an avera3e $onsumer 1/o is reasonabl! 1ell+in"orme& an& reasonabl! observant an& $ir$ums6e$t< 60< E" t/ere"ore t/e avera3e $onsumer' as so &e"ine&' o" a 6arti$ular 6ro&u$t mar:ete& un&er a sim6le 3eo3ra6/i$al in&i$ation o" sour$e ma:es no lin: bet1een t/e "eatures o" t/e 6ro&u$t 1/i$/ ins6ire /is 6ur$/ase an& t/e in&i$ation o" sour$e' t/en t/at in&i$ation &oes not in"luen$e /is &e$ision' /e $annot sensibl! be re3ar&e& as /avin3 been misle& an& a 6ro/ibition on mar:etin3 t/e 6ro&u$t un&er su$/ in&i$ation' ostensibl! "or t/e 6rote$tion o" $onsumers' 1oul& $learl! be a &is6ro6ortionate an& ina66ro6riate means to t/at en&<> HH< 2/is as6e$t o" t/e o6inion e$/oes t/e Fu&3ment o" t/e C#E? in Case C+220/9* -st7e $auder "osmetics GmbH "o !HG v $ancaster Group GmbH [2000] EC 1+135< 2/is $ase $on$erne& an assertion at national level o" a ri3/t base& u6on a la1 o" un"air $om6etition to 6revent (an$aster "rom mar:etin3 a "irmin3 $ream "or t/e s:in un&er a name 1/i$/ in$lu&e& t/e 1or& =li"tin3>< EstSe (au&er ar3ue& t/at t/e use o" t/e 1or& =li"tin3> in t/is $onte8t 1as mislea&in3 be$ause it 3ave 6ur$/asers t/e im6ression t/at t/at t/e use o" t/e 6ro&u$t 1oul& 6ro&u$e results a:in to t/ose a$/ieve& b! sur3i$al li"tin3 1/en t/is 1as not t/e $ase< 2/e Court e86laine& at [2H]+[2*]: =2H< Et s/oul& be borne in min& t/at 1/en it /as "allen to t/e Court' in t/e $onte8t o" t/e inter6retation o" )ire$tive *4/450 [$on$ernin3 mislea&in3 a&vertisin3]' to 1ei3/ t/e ris: o"

mislea&in3 $onsumers a3ainst t/e reGuirements o" t/e "ree movement o" 3oo&s' it /as /el& t/at' in or&er to &etermine 1/et/er a 6arti$ular &es$ri6tion' tra&e mar: or 6romotional &es$ri6tion or statement is mislea&in3' it is ne$essar! to ta:e into a$$ount t/e 6resume& e86e$tations o" an avera3e $onsumer 1/o is reasonabl! 1ell in"orme& an& reasonabl! observant an& $ir$ums6e$t 4see' in 6arti$ular' Case C+210/96 Gut (pringen)eide and .usky [199*] EC E+465H' 6ara3ra6/ 317< 2*< 2/at test' base& on t/e 6rin$i6le o" 6ro6ortionalit!' also a66lies in t/e $onte8t o" t/e mar:etin3 o" $osmeti$ 6ro&u$ts 1/ere' as in t/e $ase in t/e main 6ro$ee&in3s' a mista:e as to t/e 6ro&u$tQs $/ara$teristi$s $annot 6ose an! ris: to 6ubli$ /ealt/< H*< 2/is 6oint 1as not a&van$e& be"ore t/e Fu&3e an& AA,E obFe$ts to it bein3 ta:en no1< En m! Fu&3ment t/at obFe$tion is a soun& one< E &o not believe it 1oul& be ri3/t to allo1 C/obani to ta:e t/e 6oint at t/is sta3e be$ause E &o not believe t/at it ne$essaril! raises a 6ure Guestion o" la1< 9r -obbs "or$ibl! submits t/at it is essential "or t/e 6oint to be ta:en to 6revent t/is $ourt "rom 6ro$ee&in3 on a "alse le3al basis an& in a manner $ontrar! to ?nion la1< 9oreover' /e $ontinues' it is not 6ossible "or t/e 6arties to $ivil 6ro$ee&in3s to invest a $ourt 1it/ a 6o1er an& Furis&i$tion it &oes not 6ossess< -o1ever' &urin3 t/e $ourse o" ar3ument 1e as:e& 9r -obbs 1/et/er /e 1as submittin3 t/at not onl! &i& t/e Fu&3e a66l! t/e 1ron3 test but also t/at /a& /e a66lie& t/e ri3/t test it 1oul& or mi3/t /ave ma&e a material &i""eren$e to t/e out$ome< E un&erstoo& /im to sa! t/at it mi3/t but t/at t/e relevant materials are be"ore t/e $ourt an& t/at 1e are in a 6osition to &e$i&e t/e matter' an& to &o so on t/e $orre$t basis< Aor m! 6art' E &o not a$$e6t t/at is ne$essaril! so< Et seems to me t/at i" t/is 6oint /a& been ta:en be"ore t/e Fu&3e t/en AA,E mi3/t 1ell /ave $/osen to $all "urt/er or &i""erent evi&en$e an& to e86lore ot/er issues in $ross e8amination< A$$or&in3l! an& 1ere 1e to a$$e&e to 9r -obbsC reGuest' E believe t/ere is a real ris: t/at AA,E 1oul& be 6reFu&i$e&< 9oreover' it is 1ell establis/e& t/at it reGuires e8$e6tional $ir$umstan$es to allo1 a 6art! to a&van$e on a66eal a ne1 $ase on a &i""erent basis< No su$/ $ir$umstan$es are 6resent in t/is $ase< 2o t/e $ontrar!' no Fusti"i$ation /as been a&van$e& "or t/e "ailure to ta:e t/e 6oint at trial' save t/at it 1as overloo:e&< E 1oul& a&& t/at t/is is a 6oint on 1/i$/ 1e /ave /ear& onl! ver! limite& ar3ument< Et 1as not &evelo6e& in C/obaniCs ori3inal or su66lementar! s:eleton ar3uments "ile& be"ore t/e a66eal /earin3 an& 1e &i& not /ave an o66ortunit! to /ear "ull! &evelo6e& submissions &urin3 t/e $ourse o" t/e /earin3< E $onsi&er t/is /i3/l! unsatis"a$tor!< An! $onsi&eration b! t/is $ourt 1/et/er t/e a66roa$/ /it/erto ta:en in t/is $ountr! in relation to 6assin3 o"" is materiall! &i""erent "rom or in$onsistent 1it/ t/e avera3e $onsumer test must ne$essaril! involve a $onsi&eration o" t/e nature o" t/at test' an& t/at is a $om6le8 issue u6on 1/i$/ 1e /ave re$eive& virtuall! no assistan$e "rom t/e 6arties< A$$or&in3l! E 1oul& ma:e it $lear t/at not/in3 in t/is Fu&3ment s/oul& be ta:en as in&i$atin3 t/at E /ave rea$/e& an! "inal $on$lusion on t/is issue<

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.)e &89& Regulation *0< 9r -obbs a$$e6ts t/at C/obani nee&s 6ermission to amen& its &e"en$e an& 3roun&s o" a66eal in or&er to raise t/e 6oint o" la1 base& u6on t/e 2012 e3ulation< -e also a$$e6ts t/at t/e 6oint $oul& an& s/oul& /ave been raise& be"ore t/e Fu&3e< Nevert/eless' /e sa!s' on$e a3ain' t/at it is a 6oint 1/i$/ nee&s to be raise& to 6revent t/is $ourt "rom 6ro$ee&in3 on a "alse le3al basis an& in a manner $ontrar! to ?nion la1< 9oreover' /e $ontinues' it 6rovi&es a $om6lete ans1er to t/e $laim< A$$or&in3l!' 1e s/oul& 3ive C/obani 6ermission to amen& at t/is late sta3e< 2/e 2012 e3ulation entere& into "or$e on 4 #anuar! 2013 an& 6rovi&es "or t/e 6rote$tion o" 3eo3ra6/i$al &enominations "or a3ri$ultural 6ro&u$ts an& "oo&stu""s 1it/ t/e aim o" /el6in3 6ro&u$ers to $ommuni$ate t/e $/ara$teristi$s an& "armin3 attributes o" t/ose 6ro&u$ts an& "oo&stu""s to bu!ers an& $onsumers< 2/e 3eo3ra6/i$al &enominations t/e subFe$t o" t/e 2012 e3ulation are o" t1o :in&s' 6rote$te& &esi3nations o" ori3in or 5)Bs' an& 6rote$te& 3eo3ra6/i$al in&i$ations or 5,Es< E set out t/e &e"initions o" t/ese &enominations a little later in t/is Fu&3ment but 1oul& sim6l! note at t/is sta3e t/at t/e! re"le$t t/e &e"inition o" 3eo3ra6/i$al in&i$ations lai& &o1n in 2 E5s 4t/e A3reement on 2ra&e+ elate& As6e$ts o" Entelle$tual 5ro6ert! i3/ts7< 2/e 2012 e3ulation re6eale& Coun$il e3ulation 4EC7 510/2006 1/i$/ itsel" re6eale& Coun$il e3ulation EEC No 20*1/92< As its re$itals ma:e $lear' it re"le$ts a $ontinuin3 re$o3nition o" t/e nee& "or a uni"orm s!stem t/rou3/out t/e ?nion 1/i$/ ensures t/at $onsumers are 6rovi&e& 1it/ $lear in"ormation about 6ro&u$ts 1it/ s6e$i"i$ $/ara$teristi$s lin:e& to t/eir 3eo3ra6/i$al ori3in' an& 1/i$/ se$ures a "air return "or "armers an& 6ro&u$ers< A ?nion "rame1or: "or t/e 6rote$tion o" 3eo3ra6/i$al &enominations is 6er$eive& to 6romote t/ese aims be$ause it ensures "air $om6etition bet1een 6ro&u$ers an& en/an$es t/e $re&ibilit! o" t/e 6ro&u$ts in t/e e!es o" $onsumers< Et t/ere"ore $omes as no sur6rise to "in& t/at t/e C#E? /as $on"irme& t/at t/e 2012 e3ulation an& its 6re&e$essors /ave establis/e& a uni"orm an& e8/austive s!stem "or t/e 6rote$tion o" 5)Bs an& 5,Es 1/i$/ 6re$lu&es t/e a66li$ation o" a 6arallel s!stem o" 6rote$tion un&er t/e in&ivi&ual la1s o" 9ember %tates< En Case C+4H*/0H Budejovicky Budvar NP v0 Rudolf Ammersin GmbH [2009] EC E+HH21J t/e ,ran& C/amber o" t/e C#E? rule&: =[114] 2/e $on$lusion must be &ra1n t/at t/e aim o" e3ulation 510/2006 is not to establis/' alon3si&e national rules 1/i$/ ma! $ontinue to e8ist' an a&&itional s!stem o" 6rote$tion "or Guali"ie& 3eo3ra6/i$al in&i$ations' li:e' "or e8am6le' t/at intro&u$e& b! e3ulation 40/94 on t/e Communit! tra&e mar: 4[1994] B# (11/17' but to 6rovi&e a uni"orm an& e8/austive s!stem o" 6rote$tion "or su$/ in&i$ations<

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O< [129] En t/e li3/t o" t/e "ore3oin3' t/e ans1er to t/e se$on& Guestion is t/at t/e Communit! s!stem o" 6rote$tion lai& &o1n b! e3ulation 510/2006 is e8/austive in nature' 1it/ t/e result t/at t/at re3ulation 6re$lu&es t/e a66li$ation o" a s!stem o" 6rote$tion lai& &o1n b! a3reements bet1een t1o 9ember %tates' su$/ as t/e bilateral instruments at issue' 1/i$/ $on"ers on a &esi3nation' re$o3nise& un&er t/e la1 o" a 9ember %tate as $onstitutin3 a &esi3nation o" ori3in' 6rote$tion in anot/er 9ember %tate 1/ere t/at 6rote$tion is a$tuall! $laime& &es6ite t/e "a$t t/at no a66li$ation "or re3istration o" t/at &esi3nation o" ori3in /as been ma&e in a$$or&an$e 1it/ t/at re3ulation<> *4< 2/at &oes not mean' /o1ever' t/at t/e 2012 e3ulation 6re$lu&es all national la1s 1/i$/ 6ro/ibit t/e 6otentiall! mislea&in3 use o" 3eo3ra6/i$al &enominations< %o' in Case C+312/9*' t/e #arsteiner $ase' t/e C#E? 1as as:e& 1/et/er e3ulation 20*1/92 6re$lu&e& t/e a66li$ation o" national le3islation 1/i$/ 6ro/ibite& t/e 6otentiall! mislea&in3 use o" a 3eo3ra6/i$al in&i$ation o" sour$e 1/ere t/ere 1as no lin: bet1een a 6ro&u$tQs $/ara$teristi$s an& its 3eo3ra6/i$al 6rovenan$e< En $onsi&erin3 t/at Guestion t/e $ourt e86laine& at [49]+[50]: =49< En t/at re3ar&' it must be observe&' "irst' t/at t/e 6ur6ose o" e3ulation No 20*1/92 $annot be un&ermine& b! t/e a66li$ation' alon3si&e t/at re3ulation' o" national rules "or t/e 6rote$tion o" 3eo3ra6/i$al in&i$ations o" sour$e 1/i$/ &o not "all 1it/in its s$o6e< 50< %e$on&' e3ulation No 20*1/92 is inten&e& to ensure uni"orm 6rote$tion 1it/in t/e Communit! o" t/e 3eo3ra6/i$al &esi3nations 1/i$/ it $overs an& it intro&u$e& a reGuirement o" Communit! re3istration so t/at t/e! $oul& enFo! 6rote$tion in ever! 9ember %tate 4see' to t/at e""e$t' t/e Fu&3ment in #oine& Cases C+129/9H an& C+130/9H ")iciak and 4ol [199*] EC E+ 3315' 6ara3ra6/s 25 an& 267' 1/ereas t/e national 6rote$tion 1/i$/ a 9ember %tate $on"ers on 3eo3ra6/i$al &esi3nations 1/i$/ &o not meet t/e $on&itions "or re3istration un&er e3ulation No 20*1/92 is 3overne& b! t/e national la1 o" t/at 9ember %tate an& is $on"ine& to t/e territor! o" t/at 9ember %tate<> *6< Et t/en ans1ere& t/e re"erre& Guestion in t/ese terms: =54< En vie1 o" t/e "ore3oin3 $onsi&erations' t/e ans1er to be 3iven to t/e Guestion re"erre& to t/e Court must be t/at e3ulation No 20*1/92 &oes not 6re$lu&e t/e a66li$ation o" national le3islation 1/i$/ 6ro/ibits t/e 6otentiall! mislea&in3

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use o" a 3eo3ra6/i$al in&i$ation o" sour$e in t/e $ase o" 1/i$/ t/ere is no lin: bet1een t/e $/ara$teristi$s o" t/e 6ro&u$t an& its 3eo3ra6/i$al 6rovenan$e<> *H< %imilarl! in Case C+216/01 Budejovicky Budvar NP v0 Rudolf Ammersin GmbH [2003] EC E+1361H 4t/e =Budvar 2> $ase7 t/e C#E? reiterate& at [H4]+[H6]: =H4< 2/e aim o" e3ulation No 20*1/92 is to ensure uni"orm 6rote$tion 1it/in t/e Communit! o" t/e 3eo3ra6/i$al &esi3nations 1/i$/ it $oversJ it intro&u$e& a reGuirement o" Communit! re3istration in res6e$t o" t/ose &esi3nations so t/at t/e! $oul& enFo! 6rote$tion in ever! 9ember %tate' 1/ereas t/e national 6rote$tion 1/i$/ a 9ember %tate a$$or&s to 3eo3ra6/i$al &esi3nations t/at &o not meet t/e $on&itions "or re3istration un&er e3ulation No 20*1/92 is 3overne& b! t/e national la1 o" t/at 9ember %tate an& is $on"ine& to its territor! 4see #arsteiner Brauerei' 6ara3ra6/ 507< H5< No &oubt is $ast on t/at inter6retation b! t/e "a$t t/at t/e national s!stem o" 6rote$tion o" in&i$ations o" 3eo3ra6/i$al sour$e at issue in t/e main 6ro$ee&in3s 6rovi&es "or absolute 6rote$tion' t/at is to sa!' irres6e$tive o" 1/et/er t/ere is an! ris: o" $onsumers bein3 misle&< H6< 2/e s$o6e o" e3ulation No 20*1/92 is not &etermine& b! re"eren$e to su$/ "a$tors' but &e6en&s essentiall! on t/e nature o" t/e &esi3nation' in t/at it $overs onl! &esi3nations o" 6ro&u$ts "or 1/i$/ t/ere is a s6e$i"i$ lin: bet1een t/eir $/ara$teristi$s an& t/eir 3eo3ra6/i$ ori3in' an& b! t/e "a$t t/at t/e 6rote$tion $on"erre& e8ten&s to t/e Communit!<> **< Et is t/ere"ore $lear t/at ?nion la1 &oes not 6re$lu&e t/e a66li$ation o" national rules "or t/e 6rote$tion o" 3eo3ra6/i$al &enominations 1/i$/ &o not "all 1it/in t/e material s$o6e o" t/e 2012 e3ulation< %o t/at is t/e issue to 1/i$/ E no1 turn< A 5)B is &e"ine& in Arti$le 5417 as a name 1/i$/ i&enti"ies a 6ro&u$t: 4a7 ori3inatin3 in a s6e$i"i$ 6la$e' re3ion or' in e8$e6tional $ases' a $ountr!J 4b7 1/ose Gualit! or $/ara$teristi$s are essentiall! or e8$lusivel! &ue to a 6arti$ular 3eo3ra6/i$al environment 1it/ its in/erent natural an& /uman "a$torsJ an& 4$7 t/e 6ro&u$tion ste6s o" 1/i$/ all ta:e 6la$e in t/e &e"ine& 3eo3ra6/i$al area< 90< As $an be seen' it is an essential reGuirement o" a 5)B t/at it is a name 1/i$/

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i&enti"ies a 6ro&u$t ori3inatin3 in a 6arti$ular lo$ation an& ma&e in t/at lo$ation' an& 1/ose Gualit! or $/ara$teristi$s are essentiall! or e8$lusivel! &ue to a 6arti$ular 3eo3ra6/i$al environment< 2/ere is no su33estion t/at t/e 6/rase ,ree: !o3/urt meets t/is reGuirement< Alt/ou3/ it is ma&e in ,ree$e it $annot be sai& t/at its Gualit! or $/ara$teristi$s are essentiall! &ue to an! as6e$t o" t/e environment in t/at $ountr!< 91< A 5,E is more liberall! &e"ine& in Arti$le 5427 as a name 1/i$/ i&enti"ies a 6ro&u$t: 4a7 ori3inatin3 in a s6e$i"i$ 6la$e' re3ion or $ountr!J 4b7 1/ose 3iven Gualit!' re6utation or ot/er $/ara$teristi$ is essentiall! attributable to its 3eo3ra6/i$al ori3inJ an& 4$7 at least one o" t/e 6ro&u$tion 3eo3ra6/i$al area< 92< ste6s o" 1/i$/ ta:e 6la$e in t/e &e"ine&

A 5,E must a3ain ori3inate in a 6arti$ular lo$ation but' in $ontrast to a 5)B' onl! one o" its 6ro&u$tion ste6s nee&s to /ave ta:en 6la$e t/ere< Aurt/er an& im6ortantl!' it is not a reGuirement o" a 5,E t/at it is t/e name o" a 6ro&u$t 1/ose Gualit! or $/ara$teristi$s are essentially due to a 6arti$ular 3eo3ra6/i$al environment< Et is enou3/ t/at it &enotes a 6ro&u$t 1/ose Gualit!' re6utation or ot/er $/ara$teristi$ is essentially attributable to its 3eo3ra6/i$al ori3in< Nevert/eless' t/ere must still be a lin: bet1een t/e Gualit!' re6utation or ot/er $/ara$teristi$ o" t/e 6ro&u$t an& its 3eo3ra6/i$al ori3in< 2/ere $an be no &oubt t/at t/e 6/rase ,ree: !o3/urt is sai& to i&enti"! a 6ro&u$t 1/i$/ ori3inates an& is ma&e in ,ree$e< %o t/e $ru$ial Guestion is 1/et/er t/e reGuirements o" Arti$le 54274b7 are satis"ie&< -ere 9r -obbs "o$uses on t/e 1or& =re6utation> an& sa!s t/at t/e re6utation o" ,ree: !o3/urt is essentiall! attributable to its ,ree: ori3in< -e su66orts t/at submission b! re"eren$e to t/e nature o" t/e $laim a&van$e& b! AA,E 1/i$/' it 1ill be re$alle&' involves t/e alle3ation t/at all 6ro&u$ts sol& in t/e ?@ un&er an& b! re"eren$e to t/e 6/rase ,ree: !o3/urt 1ere ma&e in ,ree$e' 1ere ma&e usin3 a tra&itional ,ree: 6ro$ess o" strainin3 an& $ontaine& no a&&itivesJ an& t/at in $onseGuen$e ,ree: !o3/urt /as a$Guire& a substantial re6utation an& 3oo&1ill in t/e ?@ as &enotin3 a 6ro&u$t ma&e in ,ree$e an& /avin3 6arti$ular Gualities o" t/i$:ness' $reaminess' taste an& satis"a$tion< A$$or&in3l!' 9r -obbs submits' t/e $laim is "or t/e 6rote$tion o" a name to 1/i$/ Arti$le 5427 o" t/e 2012 e3ulation a66lies< -o1ever' it is a $laim brou3/t on t/e basis o" t/e national la1 o" 6assin3 o"" an& out1it/ an& in&e6en&entl! o" t/e ?nion re3ime "or t/e 6rote$tion o" 3eo3ra6/i$al &enominations' an& 1it/out "ul"ilment o" t/e reGuirements 1/i$/ must be met in or&er to Guali"! a name "or 6rote$tion un&er t/at re3ime< Et is a $laim 1/i$/ s/oul& t/ere"ore /ave been reFe$te&<

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En $onsi&erin3 t/e merit o" t/is submission it is im6ortant to /ave in min& t/e "a$tual ba$:3roun&' as "oun& b! t/e Fu&3e< -e "oun& t/at t/e 6/rase ,ree: !o3/urt is not use& in ,ree$e an& $onseGuentl! $an /ave no re6utation t/ere< Enstea& t/e 6ro&u$t is &es$ribe& in ,ree$e b! a term 1/i$/ means =straine& !o3/urt>< En li3/t o" t/is "in&in3' 9r 9ar: -os:ins .C' 1/o /as ar3ue& t/is as6e$t o" t/e a66eal on be/al" o" AA,E' submits t/at 9r -obbsC ar3ument is boun& to "ail "or t/e sim6le reason t/at in or&er to be re3istere& un&er Arti$le 5427 as a 5,E' t/e in&i$ation must be use& in t/e 3eo3ra6/i$al area o" ori3in an& "urt/er' it must be re3istere& in t/e lan3ua3es 1/i$/ are or 1ere /istori$all! use& to &es$ribe t/e 6ro&u$t in t/at area< En su66ort o" t/at submission 9r -os:ins re"ers "irst to Arti$le H o" t/e 2012 e3ulation 1/i$/ sa!s t/at an! 5)B or 5,E must $om6l! 1it/ a 6ro&u$t s6e$i"i$ation 1/i$/ must $ontain 6arti$ular &etails< Et rea&s' so "ar as relevant: =Article : P&%.19) 26#9,$,9/),%+ 1< A 6rote$te& &esi3nation o" ori3in or a 6rote$te& 3eo3ra6/i$al in&i$ation s/all $om6l! 1it/ a s6e$i"i$ation 1/i$/ s/all in$lu&e at least: 4a7 t/e name to be 6rote$te& as a &esi3nation o" ori3in or 3eo3ra6/i$al in&i$ation' as it is use&' 1/et/er in tra&e or in $ommon lan3ua3e' an& onl! in t/e lan3ua3es 1/i$/ are or 1ere /istori$all! use& to &es$ribe t/e s6e$i"i$ 6ro&u$t in t/e &e"ine& 3eo3ra6/i$al areaJ O< 4$7 t/e &e"inition o" t/e 3eo3ra6/i$al area &elimite& 1it/ re3ar& to t/e lin: re"erre& to in 6oint 4"74i7 or 4ii7 o" t/is 6ara3ra6/' an&' 1/ere a66ro6riate' &etails in&i$atin3 $om6lian$e 1it/ t/e reGuirements o" Arti$le 5437J O< 4"7 &etails establis/in3 t/e "ollo1in3: 4i7 t/e lin: bet1een t/e Gualit! or $/ara$teristi$s o" t/e 6ro&u$t an& t/e 3eo3ra6/i$al environment re"erre& to in Arti$le 5417J or 4ii7 1/ere a66ro6riate' t/e lin: bet1een a 3iven Gualit!' t/e re6utation or ot/er $/ara$teristi$ o" t/e 6ro&u$t an& t/e 3eo3ra6/i$al ori3in re"erre& to in Arti$le 5427J>

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E believe t/is 6rovision &oes su66ort 9r -os:insC submission< Arti$le H4174a7 ma:es $lear t/at a 3eo3ra6/i$al &enomination "allin3 1it/in t/e s$o6e o" t/e 2012

e3ulation must be re3istere& in t/e lan3ua3es 1/i$/ are or 1ere /istori$all! use& to &es$ribe t/e relevant 6ro&u$t in t/e &e"ine& 3eo3ra6/i$al area< 2/at area must be &e"ine& in a$$or&an$e 1it/ Arti$le H4174$7 /avin3 re3ar& to t/e lin: re"erre& to in Arti$le H4174"7 1/i$/' in t/e $ase o" a 5,E' means t/e lin: bet1een t/e 3iven Gualit!' re6utation or ot/er $/ara$teristi$ o" t/e 6ro&u$t an& t/e 3eo3ra6/i$al ori3in< 2/e $lear im6li$ation o" t/is 6a$:a3e o" 6rovisions is t/at in or&er to Guali"! "or 6rote$tion t/e &enomination must be one 1/i$/ is use& in t/e &e"ine& 3eo3ra6/i$al area< %imilarl!' i" re6utation is relie& u6on t/en t/at re6utation must e8ist at least in t/e $ountr! o" ori3in< 2/is ma:es sense< A"ter all' t/e obFe$t o" t/e s$/eme is to enable 6ro&u$ers to i&enti"! an& 6romote t/eir 6ro&u$ts in t/e mar:et6la$e an& to &o so b! re"eren$e to 6arti$ular $/ara$teristi$s lin:e& to t/eir 3eo3ra6/i$al ori3in< Et 1oul& be stran3e to a""or& 6rote$tion a$ross t/e ?nion to a &enomination 1/i$/ is not use& b! 6ro&u$ers in t/e $ountr! o" ori3in at all< 9*< 9u$/ t/e same 6oint emer3es "rom Commission e3ulation 4EC7 No 1*9*/2006 1/i$/ la!s &o1n &etaile& rules "or im6lementation o" t/e 2012 e3ulation an& its 6re&e$essors< Arti$le 3417 rea&s: =1< Bnl! a name 1/i$/ is use&' 1/et/er in $ommer$e or in $ommon lan3ua3e' to re"er to t/e s6e$i"i$ a3ri$ultural 6ro&u$t or "oo&stu""' ma! be re3istere&< 2/e name o" an a3ri$ultural 6ro&u$t or "oo&stu"" ma! be re3istere& onl! in t/e lan3ua3es 1/i$/ are or 1ere /istori$all! use& to &es$ribe t/e sai& 6ro&u$t in t/e &e"ine& 3eo3ra6/i$al area<> 99< %o also t/e Commission /as issue& a 3ui&e to a66li$ants "or 3eo3ra6/i$al &enominations entitle&: =,ui&e to a66li$ants "or $om6letion o" t/e sin3le &o$ument>< Et sa!s t/is in relation to lan3ua3e an& s$ri6t: =M 2/e name must be 1ritten in t/e lan3ua3e use& in t/e re3ion o" ori3in' 1/i$/ ma! be a national lan3ua3e or a lesser+use& lan3ua3e or a &iale$t or a lan3ua3e /istori$all! use& in t/at re3ion to &es$ribe t/e 6ro&u$t< M E" t/e name is not use& in (atin letters' 6rovi&e a (atin trans$ri6tion o" t/e name< Note t/at a Ktrans$ri6tionC is not a translation an& is not a transliteration: a trans$ri6tion in (atin letters 3ives 4a66ro8imatel!7 t/e same soun& as t/e 1or& rea& in its ori3inal s$ri6t<> 100< Alt/ou3/ not o" $ourse o" an! bin&in3 le3al e""e$t' t/is 3ui&e 6rovi&es anot/er as6e$t o" a $onsistent 6i$ture o" t/e nature an& stru$ture o" t/e s$/eme< 9r -os:ins ne8t turne& to Arti$le 49 o" t/e 2102 e3ulation 1/i$/ &eals 1it/ t/e a66li$ation an& re3istration 6ro$esses< 2/is rea&s' so "ar as relevant:

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=Article ;< A664,9/),%+ $%& &#:,2)&/),%+ %$ +/-#2 1< A66li$ations "or re3istration o" names un&er t/e Gualit! s$/emes re"erre& to in Arti$le 4* ma! onl! be submitte& b! 3rou6s 1/o 1or: 1it/ t/e 6ro&u$ts 1it/ t/e name to be re3istere&< En t/e $ase o" a Q6rote$te& &esi3nations o" ori3inQ or Q6rote$te& 3eo3ra6/i$al in&i$ationsQ name t/at &esi3nates a trans+bor&er 3eo3ra6/i$al area or in t/e $ase o" a Qtra&itional s6e$ialities 3uarantee&Q name' several 3rou6s "rom &i""erent 9ember %tates or t/ir& $ountries ma! lo&3e a Foint a66li$ation "or re3istration< A sin3le natural or le3al 6erson ma! be treate& as a 3rou6 1/ere it is s/o1n t/at bot/ o" t/e "ollo1in3 $on&itions are "ul"ille&: 4a7 t/e 6erson $on$erne& is t/e onl! 6ro&u$er 1illin3 to submit an a66li$ationJ 4b7 1it/ re3ar& to 6rote$te& &esi3nations o" ori3in an& 6rote$te& 3eo3ra6/i$al in&i$ations' t/e &e"ine& 3eo3ra6/i$al area 6ossesses $/ara$teristi$s 1/i$/ &i""er a66re$iabl! "rom t/ose o" nei3/bourin3 areas or t/e $/ara$teristi$s o" t/e 6ro&u$t are &i""erent "rom t/ose 6ro&u$e& in nei3/bourin3 areas< 2< W/ere t/e a66li$ation un&er t/e s$/eme set out in 2itle EE relates to a 3eo3ra6/i$al area in a 9ember %tate' or 1/ere an a66li$ation un&er t/e s$/eme set out in 2itle EEE is 6re6are& b! a 3rou6 establis/e& in a 9ember %tate' t/e a66li$ation s/all be a&&resse& to t/e aut/orities o" t/at 9ember %tate< 2/e 9ember %tate s/all s$rutinise t/e a66li$ation b! a66ro6riate means in or&er to $/e$: t/at it is Fusti"ie& an& meets t/e $on&itions o" t/e res6e$tive s$/eme<> 102< An! a66li$ation must t/ere"ore be ma&e b! a 3rou6 1/i$/ 1or:s 1it/ t/e 6ro&u$ts in issue an&' in t/e $ase o" a 3eo3ra6/i$al area 1it/in a 9ember %tate' it must be ma&e to t/e a66ro6riate aut/orit! 1it/in t/at 9ember %tate< 2/e 9ember %tate 1ill t/en $onsi&er t/e a66li$ation an& $/e$: t/at it meets t/e $on&itions o" t/e relevant s$/eme< 2/is a3ain im6lies t/at t/e &enomination is one 1/i$/ is use& to &es$ribe t/e relevant 6ro&u$ts in t/at 9ember %tate< Ainall!' 9r -os:ins too: us to t/e $ommon 6rovisions &ealin3 1it/ o""i$ial $ontrols< Arti$le 36 6rovi&es t/at ea$/ 9ember %tate must &esi3nate a $om6etent aut/orit! res6onsible "or $arr!in3 out o""i$ial $ontrols to veri"! t/at 6ro&u$ts to 1/i$/ t/e &enomination is a66lie& &o $om6l! 1it/ t/e relevant 6ro&u$t s6e$i"i$ation< 2/at veri"i$ation must t/en be $arrie& out in a$$or&an$e 1it/ Arti$le 3H 1/i$/ rea&s' so "ar

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as relevant: =1< En res6e$t o" 6rote$te& &esi3nations o" ori3in' 6rote$te& 3eo3ra6/i$al in&i$ations an& tra&itional s6e$ialities 3uarantee& t/at &esi3nate 6ro&u$ts ori3inatin3 1it/in t/e ?nion' veri"i$ation o" $om6lian$e 1it/ t/e 6ro&u$t s6e$i"i$ation' be"ore 6la$in3 t/e 6ro&u$t on t/e mar:et' s/all be $arrie& out b!: 4a7 one or more o" t/e $om6etent aut/orities as re"erre& to in Arti$le 36 o" t/is e3ulationJ an&/or 4b7 one or more o" t/e $ontrol bo&ies 1it/in t/e meanin3 o" 6oint 457 o" Arti$le 2 o" e3ulation 4EC7 No **2/2004 o6eratin3 as a 6ro&u$t $erti"i$ation bo&! 2/e $osts o" su$/ veri"i$ation o" $om6lian$e 1it/ t/e s6e$i"i$ations ma! be borne b! t/e o6erators t/at are subFe$t to t/ose $ontrols< 2/e 9ember %tates ma! also $ontribute to t/ese $osts<> 104< Peri"i$ation t/at 6ro&u$ts $om6l! 1it/ t/e relevant s6e$i"i$ation must t/ere"ore be $arrie& out b! t/e $om6etent aut/orit! 1it/in t/e 9ember %tate o" ori3in but t/e $osts o" so &oin3 ma! be re$overe& "rom t/e relevant o6erators< All o" t/ese 6rovisions su66ort 9r -os:insC submission t/at t/e s$/eme en$om6asses 1it/in its s$o6e &enominations 1/i$/ are use& 1it/in t/e 9ember %tate o" ori3in an&' in so "ar as re6utation is relie& u6on as a "oun&ation "or t/e lin:' 1/i$/ /ave a re6utation in t/at 9ember %tate< A66l!in3 t/ese reGuirements to t/e 6resent $ase' t/e "un&amental &i""i$ult! "a$in3 an! a66li$ant to re3ister ,ree: !o3/urt in ,ree$e is t/at t/e 6/rase /as never been use& in an! lan3ua3e in ,ree$e to &es$ribe !o3/urt sol& t/ere on t/e o6en mar:et< E t/ere"ore a3ree 1it/ AA,E t/at ,ree: !o3/urt is not a &enomination 1/i$/ "alls 1it/in t/e material s$o6e o" t/e 2012 e3ulation< E must no1 a&&ress t/e alternative 1a! t/at 9r -obbs a&van$es /is ar3ument< -e $onten&s t/at i"' as E believe to be t/e $ase' ,ree: !o3/urt &oes not "all 1it/in t/e s$o6e o" t/e 2012 e3ulation t/en t/is $ourt ma! onl! 3rant relie" in res6e$t o" its use subFe$t to t/e "ul"ilment o" $on&itions 1/i$/ are eGuivalent to t/ose 6res$ribe& b! t/e 2012 e3ulation "or t/e 6rote$tion o" su$/ in&i$ations< 9r -obbs /as &evelo6e& t/at ar3ument as "ollo1s< -e sa!s t/at 6rote$tion o" 3eo3ra6/i$al &enominations is b! its ver! nature liable to /in&er or 6revent t/e "ree movement o" 3oo&s 1it/in t/e ?nion an& so an! su$/ 6rote$tion on t/e basis o" national measures must o6erate $om6liantl! 1it/ Arti$les 34+36 2AE?< Aurt/er' "rom t/e &ate e3ulation 20*1/92 $ame into "or$e' 9ember %tates 1ere 6revente& "rom

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10H<

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rel!in3 on t/e 3eneral 6rovisions o" Arti$le 36 2AE? as a basis "or national measures 6romotin3 or 6er6etuatin3 an! in$onsistent re3ime "or 6rote$tion at a national level< 109< E a3ree 1it/ bot/ o" t/ese 6ro6ositions but t/e! &o not 3et C/obani /ome< Aor t/at 9r -obbs /as to ta:e a "urt/er ste6 an& so /e $onten&s t/at an a$tion "or 6assin3 o"" in res6e$t o" a 3eo3ra6/i$al &enomination o" t/e :in& in issue is onl! maintainable 1it/in t/e material s$o6e o" t/e a66li$able le3islation an& in a$$or&an$e 1it/ t/e $riteria "or &istin$tiveness lai& &o1n in t/at le3islation' an& onl! i" t/e &enomination is eit/er re3istere& or t/e subFe$t o" an a66li$ation "or re3istration at ?nion level< E "in& m!sel" Guite unable to a$$e6t t/is submission< 2/e 2012 e3ulation ensures uni"orm 6rote$tion 1it/in t/e ?nion o" t/e 3eo3ra6/i$al &enominations 1/i$/ it $overs or' in ot/er 1or&s' 1/i$/ "all 1it/in its s$o6e< As t/e C#E? e86laine& in t/e #arsteiner an& Budvar 2 $ases' it &oes not' /o1ever' 6re$lu&e s!stems o" national 6rote$tion "or 3eo3ra6/i$al &enominations 1/i$/ &o not "all 1it/in its s$o6e< En su$/ a $ase t/e national measures must o" $ourse o6erate $om6liantl! 1it/ Arti$les 34+36 2AE?' but in $ir$umstan$es su$/ as t/e 6resent' 1/ere t/e national la1 o" 6assin3 o6erates to 6revent $on"usion an& &e$e6tion o" t/e 6ubli$ an& so 6reserve t/e 3oo&1ill o" le3itimate tra&ers' E t/in: it &oes< Aurt/er' it &oes so in a manner 1/i$/ is entirel! $om6liant 1it/ 2 E5s<

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C%+9412,%+ 111< Aor all o" t/e reasons E /ave 3iven E am satis"ie& t/e Fu&3e 1as entitle& to $ome to t/e $on$lusion /e &i&< E 1oul& &ismiss t/is a66eal<

L%&. J12),9# L#*,2%+' 112< E a3ree 1it/ @it$/in (# t/at t/e a66eal s/oul& be &ismisse& "or t/e reasons t/at /e 3ives< E a&& a Fu&3ment o" m! o1n out o" &e"eren$e to t/e e8$ellent ar3uments t/at 1e /ear&<

T"# ,221# 113< AA,E sells !o3/urt un&er t/e 2otal bran&< Et &es$ribes its 6ro&u$t as =aut/enti$ ,ree: !o3/urt> 41it/ some variations7< C/obani also sells !o3/urt 1/i$/ it' too' &es$ribes as =,ree: !o3/urt>< AA,E sa!s t/at b! &es$ribin3 its 6ro&u$t sim6l! as =,ree: !o3/urt> C/obani is 6assin3 o"" its 6ro&u$t as one o" a $lass o" 6ro&u$ts to 1/i$/ it &oes not belon3< 0ri33s # a3ree& 1it/ AA,E an& 3rante& an inFun$tion< C/obani no1 a66eals<

A66#/42 %+ $/9) 114< A66ellate $ourts /ave been re6eate&l! 1arne&' b! re$ent $ases at t/e /i3/est level' not

to inter"ere 1it/ "in&in3s o" "a$t b! trial Fu&3es' unless $om6elle& to &o so< 2/is a66lies not onl! to "in&in3s o" 6rimar! "a$t' but also to t/e evaluation o" t/ose "a$ts an& to in"eren$es to be &ra1n "rom t/em< 2/e best :no1n o" t/ese $ases are: Biogen 2nc v +edeva plc [19HH] 5C1J Piglo/ska v Piglo/ski [1999] 1 W( 1360J Datec -lectronics Holdings $td v 3nited Parcels (ervice $td [200H] ?@-( 23 [200H] 1 W( 1325J Re B %A ")ild' %"are Proceedings= .)res)old "riteria' [2013] ?@%C 33 [2013] 1 W( 1911 an& most re$entl! an& $om6re/ensivel! +cGraddie v +cGraddie [2013] ?@%C 5* [2013] 1 W( 24HH< 2/ese are all &e$isions eit/er o" t/e -ouse o" (or&s or o" t/e %u6reme Court< 2/e reasons "or t/is a66roa$/ are man!< 2/e! in$lu&e i7 2/e e86ertise o" a trial Fu&3e is in &eterminin3 1/at "a$ts are relevant to t/e le3al issues to be &e$i&e&' an& 1/at t/ose "a$ts are i" t/e! are &is6ute&< 2/e trial is not a &ress re/earsal< Et is t/e "irst an& last ni3/t o" t/e s/o1< )u6li$ation o" t/e trial Fu&3eCs role on a66eal is a &is6ro6ortionate use o" t/e limite& resour$es o" an a66ellate $ourt' an& 1ill sel&om lea& to a &i""erent out$ome in an in&ivi&ual $ase< En ma:in3 /is &e$isions t/e trial Fu&3e 1ill /ave re3ar& to t/e 1/ole o" t/e sea o" evi&en$e 6resente& to /im' 1/ereas an a66ellate $ourt 1ill onl! be islan& /o66in3< 2/e atmos6/ere o" t/e $ourtroom $annot' in an! event' be re$reate& b! re"eren$e to &o$uments 4in$lu&in3 trans$ri6ts o" evi&en$e7< 2/us even i" it 1ere 6ossible to &u6li$ate t/e role o" t/e trial Fu&3e' it $annot in 6ra$ti$e be &one<

ii7 iii7

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Et is also im6ortant to /ave in min& t/e role o" a Fu&3ment 3iven a"ter trial< 2/e 6rimar! "un$tion o" a "irst instan$e Fu&3e is to "in& "a$ts an& i&enti"! t/e $ru$ial le3al 6oints an& to a&van$e reasons "or &e$i&in3 t/em in a 6arti$ular 1a!< -e s/oul& 3ive /is reasons in su""i$ient &etail to s/o1 t/e 6arties an&' i" nee& be' t/e Court o" A66eal t/e 6rin$i6les on 1/i$/ /e /as a$te& an& t/e reasons t/at /ave le& /im to /is &e$ision< 2/e! nee& not be elaborate< 2/ere is no &ut! on a Fu&3e' in 3ivin3 /is reasons' to &eal 1it/ ever! ar3ument 6resente& b! $ounsel in su66ort o" /is $ase< -is "un$tion is to rea$/ $on$lusions an& 3ive reasons to su66ort /is vie1' not to s6ell out ever! matter as i" summin3 u6 to a Fur!< Nor nee& /e &eal at an! len3t/ 1it/ matters t/at are not &is6ute&< Et is su""i$ient i" 1/at /e sa!s s/o1s t/e basis on 1/i$/ /e /as a$te&< 2/ese are not $ontroversial observations: see "ustoms and ->cise "ommissioners v A [2002] EWCA Civ 1039 [2003] Aam 55J Bekoe v Broomes [2005] ?@5C 39J Argos $td v !ffice of 4air .rading [2006] EWCA Civ 131*J [2006] ?@C( 1135<

116<

E ma:e t/ese 6oints not out o" an! $riti$ism o" t/e Fu&3e< .uite t/e reverse< -is Fu&3ment 1as a&mirabl! e$onomi$al< 0ut in t/eir =re6la$ement s:eleton ar3ument> C/obani $riti$ise& /im "or not /avin3 &ealt in &etail 1it/ 6arti$ular evi&ential 6oints on 1/i$/ t/e! 1is/e& to rel! in t/is $ourtJ an& atta$:e& a number o" /is &etaile& "a$tual "in&in3s< 2/e Fu&3e /ear& evi&en$e over seven &a!s an& rea& a mass o" material< E 1oul& t/ere"ore be most relu$tant to &isturb an! o" /is "in&in3s o" "a$t 41/et/er 6rimar! or evaluative7 unless $om6elle& to &o so< E mi3/t a&& t/at 1/en E 3ave 6ermission to a66eal on t/e 6a6ers t/e 3roun&s o" a66eal an& su66ortin3 s:eleton ar3ument &i& not $ontain t/e lar3e number o" &etaile& "a$tual 6oints t/at C/obani 1is/e& to a&van$e in t/eir re6la$ement s:eleton ar3ument< En t/e event' an& 6artl! as a result o" &is$oura3in3 interventions "rom t/e ben$/ at an earl! sta3e in t/e a66eal' 9r 0al&1inCs oral submissions on t/ese 6oints 1ere t/emselves a&mirabl! e$onomi$al< En a&&ition some $riti$ism 1as levelle& at t/e Fu&3e "or not /avin3 &ealt more $om6re/ensivel! 1it/ t/e in3re&ients t/at nee&e& to be 6rove& in or&er to maintain a su$$ess"ul $laim in 6assin3 o""< 0ut t/e Fu&3eCs Fu&3ment must be rea& a3ainst t/e ba$:3roun& o" 1/at 1as a$tuall! in &is6ute bet1een t/e 6arties< -e &ealt 1it/ t/e matters t/at 1ere in &is6ute' an& i" /e &i& not &ot ever! i an& $ross ever! t in relation to 1/at 1as not &is6ute&' E &o not $onsi&er t/at t/at is a vali& 3roun& o" $riti$ism<

11H<

T"# 94/22 %$ 6&%)#9)#. 6&%.19)2 11*< 2/e &es$ri6tion o" t/e $lass o" 6ro&u$t u6on 1/i$/ AA,E relies is t/at t/e! must satis"! t/e "ollo1in3 $riteria: i7 ii7 2/e 6ro&u$ts are manu"a$ture& in ,ree$e< 2/e! are manu"a$ture& usin3 a tra&itional ,ree: 6ro$ess 1/ereb! $o1sC mil: is straine& so as to remove t/e 1ater! 1/e!< 2/e !o3/urt t/us 6ro&u$e& $ontains no a&&e& su3ar' s1eeteners' non+mil: t/i$:eners or ot/er a&&itives<

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Bnl! 6ro&u$ts t/at satis"! all t/ree $riteria are' a$$or&in3 to AA,E' $a6able o" bein3 la1"ull! $alle& =,ree: !o3/urt> in t/e ?nite& @in3&om< 2/e Fu&3e "oun& t/at 1it/ one immaterial e8$e6tion' all !o3/urt sol& to t/e 6ubli$ in t/e ?@ "or t/e 6ast 25 !ears as =,ree: !o3/urt> satis"ie& all t/ree $riteria< C/obaniCs 6ro&u$ts satis"! t/e se$on& an& t/ir& o" t/ese $riteria but not t/e "irst< A$$or&in3 to AA,E' C/obani 1oul& be 6er"e$tl! entitle& to $all t/eir 6ro&u$ts =,ree: st!le !o3/urt> or =straine& !o3/urt'> but not =,ree: !o3/urt> tout court< 2/e en& result o" manu"a$turin3 a 6ro&u$t t/at satis"ies all t/ree $riteria is a !o3/urt t/at' in t/e Fu&3eCs 1or&s' is =t/i$: an& $ream!>< 2/ere are ot/er 1a!s o" 6ro&u$in3 t/is en& result' but t/at is usuall! a$/ieve& b! t/e use o" t/i$:enin3 a3ents rat/er t/an

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b! strainin3< En ot/er 1or&s t/e se$on& $riterion is not satis"ie& in t/ose $ases< Io3/urt 6ro&u$e& in t/is 1a! 1as' a$$or&in3 to t/e Fu&3e' $onsistentl! mar:ete& as =,ree: st!le !o3/urt>J an& not as =,ree: !o3/urt>< 121< C/obaniCs "irst line o" atta$: on t/e Fu&3eCs Fu&3ment is t/at t/e e86ression =,ree: !o3/urt> is too im6re$ise a 6/rase to &enote a $lass o" 6ro&u$ts t/at is su""i$ientl! $ertain to attra$t 6rote$tion un&er t/e la1 o" 6assin3 o""< 2/e! sa! t/at in all t/e $ases o" e8ten&e& 6assin3 o"" 1/i$/ /ave a$$or&e& 6rote$tion to a $lass o" 6ro&u$ts :no1n b! a 3eo3ra6/i$al name t/ere /as been a 6re$ise s6e$i"i$ation 4usuall! b! re"eren$e to le3islation or re3ulation7 1/i$/ /as $ontaine& a &etaile& 6ro&u$t s6e$i"i$ation' t/us 6rovi&in3 t/e ne$essar! $ertaint!< Amon3 t/e 6ro&u$ts o" t/is :in& are $/am6a3ne' s/err!' %$ot$/ 1/is:!' a&vo$aat' %1iss $/o$olate an& vo&:aJ all o" 1/i$/ /ave been t/e subFe$t o" &e$i&e& $ases< En our $ase t/e 6/rase =,ree: !o3/urt> &oes not meet t/ese stan&ar&s< Et is 1ell establis/e& t/at t/e 6rote$te& $lass o" 6ro&u$ts must be &e"ine& 1it/ reasonable 6re$ision: -rven #arnink Besloten *ennotsc)ap v J .o/nend (ons %Hull' $td [19H9] AC H31' H4HA+, 6er (or& )i6lo$: 4=Advocaat>7< 0ut it ma:es no &i""eren$e 1/et/er t/e re$o3nisable an& &istin$tive Gualities o" t/e 6rote$te& $lass o" 6ro&u$ts result "rom t/eir /avin3 been ma&e in' or "rom in3re&ients 6ro&u$e& in' a 6arti$ular lo$alit!' or are as t/e result o" /avin3 been ma&e "rom 6arti$ular in3re&ients re3ar&less o" t/eir 6rovenan$e' alt/ou3/ a 3eo3ra6/i$al limitation ma! ma:e it easier to &e"ine t/e 6rote$te& $lass: ibi&< at H4*+9< En Advocaat at H55 (or& Araser sai& t/at t/e $lass o" 6ro&u$t must be =$learl! &e"ine& an& O in t/e min&s o" t/e 6ubli$ or a se$tion o" t/e 6ubli$' in En3lan&' t/e tra&e name &istin3uis/es t/at $lass "rom ot/er similar 3oo&s>< E &o not $onsi&er t/at t/ere is an! &iver3en$e bet1een t/e test a&o6te& b! (or& )i6lo$: an& t/at a&o6te& b! (or& Araser< 2/e tort o" 6assin3 o"" 6rote$ts a 6ro6rietar! interestJ namel! t/e $laimantCs 6ro6rietar! interest in /is 3oo&1ill< En t/e $ase o" a $lass a$tion o" t/is :in&' t/e 6ro6rietar! ri3/t is s/are& b! a number o" 6otential $laimants' all o" 1/om 6ro&u$e t/e 6rote$te& 6ro&u$ts< Et seems to me t/at t/e reason 1/! it is ne$essar! "or t/e 6rote$te& $lass o" 3oo&s to be $learl! &e"ine&' or &e"ine& 1it/ reasonable 6re$ision' is be$ause t/e 3oo&1ill t/at t/e tort see:s to 6rote$t is a s6e$ies o" 6ro6ert!< En some intelle$tual 6ro6ert! $ases t/ere is too mu$/ =intelle$tual> an& not enou3/ =6ro6ert!>< 2/e essen$e o" a ri3/t o" 6ro6ert! is t/at it &istin3uis/es bet1een 1/at is mine an& 1/at is not mine< %o t/ere nee&s to be a boun&ar!< 2/us t/e &ebate about t/e &e"inition o" t/e $lass is essentiall! an intelle$tual 6ro6ert! boun&ar! &is6ute< 2/e boun&aries are nee&e& in or&er to &elineate bot/ 1/at is 6rote$te& an& also 1/o s/ares in t/e o1ners/i6 o" t/e 6rote$te& subFe$t matter< 2/e a$tion in 6assin3 o"" is &ire$te& a3ainst t/ose 1/o $ross t/e boun&ar!<

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123<

"/)=2 ,+ / +/-#> 124< Et seems to me t/at t/e "irst Guestion t/at 1e must ans1er is: 1/at is t/e $orre$t startin3 6ointR )o 1e start 1it/ AA,ECs 6ro&u$t an& as:: 1/at &o t/e 6ubli$ $all itR Br &o 1e start 1it/ t/e 6/rase =,ree: !o3/urt> an& as: 1/at t/at 6/rase means to t/e

6ubli$R E" t/e latter' must it be t/e 1/ole o" t/e 6ubli$ or a se$tion o" t/e 6ubli$J an& i" a se$tion' /o1 lar3e must t/at se$tion beR 2/ere is' o" $ourse' no ri3/t in En3lis/ la1 to t/e use o" a name 4unless it is a re3istere& tra&e mar:7< W/at t/e la1 o" 6assin3 o"" 6rote$ts is 3oo&1ill< ,oo&1ill' as /as been sai& man! times' is &i""i$ult to &e"ine' but is usuall! $a6able o" bein3 re$o3nise&< En essen$e it is t/e bene"it or a&vanta3e o" t/e 3oo& name' re6utation an& $onne$tion o" a business< Et ma! also in$lu&e t/e 6a$:a3in3 in 1/i$/ 3oo&s are sol&' or 3ra6/i$ &esi3ns use& in mar:etin3< %ometimes it ma! in$lu&e t/e lo$ation o" a business' but t/at is rarel! relevant to 6assin3 o""< 2/e e8tent to 1/i$/ t/ese "eatures attra$t $ustom Guali"ies t/em as 6art o" a tra&erCs 3oo&1ill< W/at AA,E $om6lains o" in t/is $ase' /o1ever' is not/in3 to &o 1it/ 6a$:a3in3 or 3ra6/i$s< Et is C/obaniCs use o" a name< Et seems to me' t/ere"ore' t/at t/e startin3 6oint is to enGuire: 1/at &oes t/e 6ubli$ un&erstan& b! t/e nameR 125< 9r -obbs .C ar3ue& "or$e"ull! t/at t/e 6/rase =,ree: !o3/urt> 1as multi+valent< 0! t/at /e meant t/at it $oul& mean &i""erent t/in3s to &i""erent 6eo6le< Et $oul& mean some or all o" t/e "ollo1in3: A re$i6e &es$ribable as =,ree:> A 6ro$ess o" manu"a$ture &es$ribable as =,ree:> A 6la$e o" 6ro&u$tion &es$ribable as =,ree:> En3re&ients &es$ribable as =,ree:>< 126< Et is' E t/in:' obvious t/at a &es$ri6tive 1or& li:e =,ree:> must ta:e meanin3 "rom its $onte8t< E" E sa! t/at E am 3oin3 to a ,ree: restaurant' no one 1oul& e86e$t me to bu! air ti$:ets to At/ens be"ore E $oul& enFo! m! meal< Bn t/e ot/er /an&' i" E sa! t/at E /ave bou3/t a bottle o" ,ree: olive oil' E sus6e$t t/at most 6eo6le 1oul& un&erstan& t/at it $ame "rom ,ree$e< 2/ere is not/in3 in 6rin$i6le to 6revent a &es$ri6tive 4even a 3eo3ra6/i$al7 name "rom &e"inin3 a 6rote$te& $lass o" 6ro&u$t< En Advocaat (or& )i6lo$: 6ointe& out at H45 t/at bot/ $/am6a3ne an& s/err! 1ere 3eo3ra6/i$al &es$ri6tors o" t/e 6rote$te& $lass o" 6ro&u$t< -e $ontinue&: =0ut t/e "a$t t/at in ea$/ o" t/ese "irst t/ree $ases t/e &es$ri6tive name un&er 1/i$/ 3oo&s o" a 6arti$ular t!6e or $om6osition 1ere mar:ete& b! t/e 6lainti""s amon3 ot/ers /a66ene& to /ave 3eo3ra6/i$al $onnotations is in m! vie1 1it/out si3ni"i$an$e< E" a 6ro&u$t o" a 6arti$ular $/ara$ter or $om6osition /as been mar:ete& un&er a &es$ri6tive name an& un&er t/at name /as 3aine& a 6ubli$ re6utation 1/i$/ &istin3uis/es it "rom $om6etin3 6ro&u$ts o" &i""erent $om6osition' E $an see no reason in 6rin$i6le or lo3i$ 1/! t/e

12H<

3oo&1ill in t/e name o" t/ose entitle& to ma:e use o" it s/oul& be 6rote$te& b! t/e la1 a3ainst &e$e6tive use o" t/e name b! $om6etitors' i" it &enotes a 6ro&u$t o" 1/i$/ t/e in3re&ients $ome "rom a 6arti$ular lo$alit!' but s/oul& lose t/at 6rote$tion i" t/e in3re&ients o" t/e 6ro&u$t' /o1ever narro1l! i&enti"ie&' are not restri$te& as to t/eir 3eo3ra6/i$al 6rovenan$e<> 12*< 2/e :e! Guestion t/en is 1/et/er a 6ro&u$t t/at /as been mar:ete& un&er a &es$ri6tive name /as 3aine& a 6ubli$ re6utation 1/i$/ &istin3uis/es "rom ot/er 6ro&u$ts< E /ave not re6eate& (or& )i6lo$:Cs 6/rase =6ro&u$ts o" a &i""erent composition> be$ause it &oes not seem to me to /ave been 6art o" t/e 3eneral 6rin$i6le t/at /e enun$iate&< En ")ocosuisse 3nion des 4abricants (uisses de ")ocolat v "adbury $td [199*] 5C 11H (a&&ie # $onsi&ere& t/is Guestion in terms 1it/ 1/i$/ E res6e$t"ull! a3ree< -e sai& at 12*: =E" t/ere is no &i""eren$e or &is$ernible &i""eren$e in Gualit! an& in3re&ients bet1een 3oo&s sol& un&er or b! re"eren$e to t/e term an& $om6etin3 3oo&s' t/at s/oul& not 6revent a su$$ess"ul 6assin3 o"" a$tion "rom bein3 brou3/t< 2/us t/e abilit! o" t/e C/am6a3ne /ouses to sue su$$ess"ull! "or 6assin3 o"" 1oul& not be &estro!e& i"' in "a$t' ot/er manu"a$turers in ot/er areas o" t/e 1orl& 6ro&u$e& a s6ar:lin3 1ine eGual in Gualit! an& in&istin3uis/able in taste "rom an! one o" t/e numerous 1ines a$$uratel! sol& as C/am6a3ne< Bn t/e $ontrar! t/e "a$t t/at t/e C/am6a3ne still /a& a $a$/et 1/i$/ ma&e 6ro&u$ts sol& un&er t/at 1or& attra$tive to t/e $ustomer is t/e /allmar: o" a 6arti$ularl! valuable mar:<> 129< -e a&&e& t/at: =O 1/at is ne$essar! is t/at t/ere s/oul& be a &e"ine& $lass o" 3oo&s to 1/i$/ t/e name a66lies' an& t/at' in t/e min&s o" t/e 6ubli$ or a se$tion o" t/e 6ubli$' t/e tra&e name &istin3uis/es t/at $lass "rom ot/er similar 3oo&s<> 130< 2/is 6assa3e 1as a66rove& b! t/is $ourt in Diageo Nort) America 2nc v 2ntercontinental Brands %2"B' $td [2010] EWCA Civ 920' [2011] 5C 2 at [49]< 2/e :e! 6oint' in m! Fu&3ment' is t/at t/e name sou3/t to be 6rote$te& must serve to &istin3uis/ t/e 6rote$te& $lass o" 3oo&s "rom ot/er 3oo&s< E am not 6ersua&e& t/at t/e mere "a$t t/at t/e 6/rase "or 1/i$/ 6rote$tion is sou3/t $oul& mean &i""erent t/in3s to &i""erent 6eo6le is o" itsel" a reason "or &en!in3 t/e 6rote$tion o" t/e tort o" 6assin3 o""< 2/at' in m! Fu&3ment' is so even i" one meanin3 o" t/e 6/rase is a mere 3eo3ra6/i$al &es$ri6tion< W/atever one t/in:s o" t/e 6rin$i6le t/at Guestion /as' in m! Fu&3ment' been settle& 4at least at t/is level in t/e Fu&i$ial /ierar$/!7 b! t/e &e$ision o" t/is $ourt in ")ocosuisse 3nion des 4abricants (uisses de ")ocolat v "adbury $td [1999] 5C *26 4=")ocosuisse>7< 2/e 6/rase "or 1/i$/

131<

6rote$tion 1as sou3/t in t/at $ase 1as =%1iss $/o$olate>< En u6/ol&in3 t/e &e$ision o" (a&&ie #' C/a&1i$: (# sai& at *32: =2/e 1or&s =%1iss $/o$olate> are' as t/e Fu&3e 6ointe& out' [199*] <5<C< 11H' at 6a3e 129 line 31' &es$ri6tive in nature< 2/e! are $learl! a6t to &es$ribe $/o$olate ma&e in %1itLerlan&< 0ut t/e! are also a6t to &es$ribe $/o$olate ma&e to a %1iss re$i6e 1it/ %1iss e86ertise b! a %1iss manu"a$turer< E" t/e 1or&s are no more t/an &es$ri6tiveT1/et/er o" t/e 6la$e o" manu"a$ture or o" t/e i&entit! o" t/e manu"a$turerTt/e! $annot "oun& an a$tion in 6assin3+o""< 2/e Fu&3e i&enti"ie& t/e 6oint' $orre$tl! in m! vie1' in t/e "ollo1in3 6assa3e o" /is Fu&3ment' [199*] <5<C< 11H' at 6a3e 129 lines 31 to 36: =Et is onl! i" t/e! [t/e 1or&s Q%1iss $/o$olateQ] are ta:en b! a si3ni"i$ant 6art o" t/e 6ubli$ to be use& in relation to an& in&i$atin3 a 6arti$ular 3rou6 o" 6ro&u$ts /avin3 a &is$rete re6utation as a 3rou6 t/at a $ase o" 6assin3 o"" $an 3et o"" t/e 3roun&< E /ave /a& to bear t/is in min& 1/en assessin3 t/e evi&en$e o" 1/at t/e 1or&s mean to members o" t/e 6ubli$< E" t/e! $onve! not/in3 more t/an t/eir &es$ri6tive meanin3 t/e a$tion must "ail<> 2/ere 1ere' t/ere"ore' t1o Guestions to be a&&resse& on t/is 6art o" t/e $ase: 4i7 1oul& t/e 1or&s =%1iss $/o$olate> /ave been ta:en b! a si3ni"i$ant se$tion o" t/e 6ubli$ in En3lan& at t/e relevant time to mean' an& to mean onl!' $/o$olate ma&e in %1itLerlan&J an& i" so' 4ii7 &i& $/o$olate ma&e in %1itLerlan& /ave a &is$rete re6utation' &istin$t "rom ot/er $/o$olate' 1/i$/ t/e %1iss C/o$olate 9anu"a$turers 1ere entitle& to 6rote$tR> 132< W/at emer3es "rom t/is 6assa3e is: i7 2/e "a$t t/at a 6/rase /as more t/an one meanin3 &oes not o" itsel" &isGuali"! it "rom 6rote$tionJ Et Guali"ies i" one o" its meanin3s is more t/an &es$ri6tive o" t/e 6la$e o" manu"a$tureJ 2/at meanin3 nee& not be t/e meanin3 attribute& to t/e 6/rase b! t/e 6ubli$ at lar3e' 6rovi&e& t/at t/at meanin3 is attribute& to it b! a si3ni"i$ant se$tion o" t/e 6ubli$<

ii7

iii7

T"# 4/8#44,+: 9%+?#+),%+ 133< 2/us t/e Guestion /ere is 1/at t/e 6ubli$ un&erstan& t/e 6/rase =,ree: !o3/urt> to mean in t/e $onte8t o" t/e 1a! in 1/i$/ t/at 6/rase /as been use& in En3lan& an&

Wales< 2/e Fu&3e "oun& 1/at /e &es$ribe& as a =labellin3 $onvention<> -e &es$ribe& t/e labellin3 $onvention as "ollo1s: =[6] Pirtuall! all t/e !o3/urt sol& to t/e 6ubli$ in t/e ?@ 4an& all t/e e8am6les s/o1n to me b! sam6les or as 6ortra!e& in &o$uments7 is 6a$:a3e& in 6lasti$ 6ots< Et is not seriousl! in &is6ute t/at' 1it/ one mo&est e8$e6tion' all !o3/urt sol& to t/e 6ubli$ in t/e ?@ &urin3 t/e 25 !ears or so be"ore %e6tember 2012 1it/ &es$ri6tions in$lu&in3 U,ree: !o3/urtU in t/e labels on t/e 6ots 1as straine& !o3/urt ma&e in ,ree$e< As E s/all &es$ribe in &ue $ourse' t/is a66ears to /ave $ome about b! 1a! o" an un1ritten in&ustr!+1i&e labellin3 $onvention< Et is not su33este& t/at t/is is an!t/in3 ot/er t/an a ?@ $onvention< AA,E sells its !o3/urt in ,ree$e un&er labels 1/i$/ 41/en translate&7 &o not &es$ribe it as ,ree: !o3/urt< 0ot/ AA,E an& C/obani sell as ,ree: !o3/urt in t/e ?%A 6ro&u$t 1/i$/ t/e! ma:e in t/e ?%A' rat/er t/an in ,ree$e< [H] 9u$/ lar3er Guantities o" t/i$: an& $ream! !o3/urt are sol& in t/e ?@ as U,ree: st!le !o3/urtU< None o" it ori3inates "rom ,ree$e' an& its t/i$: an& $ream! te8ture is usuall! a$/ieve& b! t/e use o" t/i$:enin3 a3ents rat/er t/an b! strainin3< [*] 2/e $entral "a$tual issue bet1een t/e 6arties is 1/et/er t/e labellin3 $onvention 1/i$/ E /ave &es$ribe&' 6ursuant to 1/i$/ t/i$: an& $ream! !o3/urt 1as labelle& ,ree: !o3/urt only if it bot) came from Greece and /as t)ickened by straining ' 1as re"le$te& in an! similar $onsistent un&erstan&in3 on t/e 6art o" t/e !o3/urt eatin3 6ubli$' or o" a su""i$ient 6ro6ortion o" it<> 4Em6/asis a&&e&7 134< 2/e Fu&3e set out t/e evi&en$e 1/i$/ le& /im to t/e $on$lusion t/at t/ere 1as' in&ee&' a labellin3 $onvention' limite& to t/e ?@' in t/e terms /e /a& &es$ribe&< As /e 6ut it at [49]: =E am satis"ie& t/at all t/e !o3/urt sol& in t/e ?@ as ,ree: !o3/urt' bot/ b! AA,E an& its t/ree si3ni"i$ant $om6etitors' /as at all material times been ma&e in ,ree$e' an& its t/i$: an& $ream! te8ture /as been a$/ieve& b! strainin3 rat/er t/an b! t/e a&&ition o" t/i$:enin3 a3ents<> 135< 2/e t/ree $om6etitors 1ere 2es$o' As&a an& a $om6an! $alle& @olios< 2/is' as it seems to me' is an im6ortant "in&in3' sin$e it s/o1s t/at AA,E is not alone in &es$ribin3 a 6ro&u$t t/at /as t/e $/ara$teristi$s &es$ribe& in its 6lea&e& $ase as =,ree: !o3/urt>< Alt/ou3/ in its 1ritten material C/obani atta$:e& t/is "in&in3 o" "a$t' it is' in m! Fu&3ment' unassailable< 2/is 1as 6re+eminentl! a matter "or t/e trial Fu&3e 1/o /a& to 1ei3/ an& evaluate a mass o" &etaile& evi&en$e< Aor t/is $ourt to tra1l t/rou3/ t/at &etaile& mass o" evi&en$e all over a3ain is not t/e 6ro6er "un$tion o" an a66eal $ourt< 2/us t/e labellin3 $onvention' 1/i$/ t/e Fu&3e "oun& to /ave been

6rove&' $oin$i&es 1it/ AA,ECs &e"inition o" t/e 6rote$te& $lass o" 6ro&u$t< 136< C/obani also ar3ue t/at t/e 6rote$te& $lass o" 6ro&u$ts 4/o1ever &e"ine&7 are not sol& in t/eir /ome mar:et as =,ree: !o3/urt>< 2/e! are sol& as t/e ,ree: lan3ua3e eGuivalent o" =straine& !o3/urt<> 2/at is true' but E $annot see 1/! t/is matters< Et is 1ell establis/e& in t/e la1 o" 6assin3 o"" t/at 3oo&1ill' 1/i$/ t/e tort see:s to 6rote$t' is territorial< -ere t/e relevant territor! is t/e ?@ 4more e8a$tl! En3lan& an& Wales7J not ,ree$e< 9oreover t/e labellin3 $onvention t/at t/e Fu&3e "oun& to e8ist 1as a labellin3 $onvention $on"ine& to t/e ?@< W/et/er C/obani $oul& mar:et its 6ro&u$ts as =,ree: !o3/urt> in' sa!' ,erman! or t/e ?%A &oes not a""e$t t/e 6rote$tion o" 3oo&1ill in En3lan& an& Wales: Advocaat at H55E<

P184,9 1+.#&2)/+.,+: 13H< 2/e Guestion' t/en' t/at t/e Fu&3e /a& 6ose& /imsel" 1as 1/et/er a substantial 6art o" t/e !o3/urt eatin3 6ubli$ un&erstoo& t/e e86ression =,ree: !o3/urt> in t/e same 1a! as t/e 1a! in 1/i$/ t/at e86ression 1as use& in t/e labellin3 $onvention< Et is im6ortant at t/is 6oint to un&erstan& t/e 6re$ise 6arameters o" t/e &is6ute bet1een t/e 6arties< 0ot/ AA,E an& C/obani a3ree& t/at t/e 6/rase =,ree: !o3/urt> /a& t/e meanin3 o" a !o3/urt 1/ose t/i$: an& $ream! te8ture /a& been a$/ieve& b! strainin3< 2/e! a3ree&' t/ere"ore' t/at to t/at e8tent t/e 6/rase /a& a$Guire& 1/at 9r -obbs $alle& a se$on&ar! meanin3< 2/e &is6ute bet1een t/em' an& t/e onl! &is6ute bet1een t/em' 1as 1/et/er in a&&ition to /avin3 a t/i$: an& $ream! te8ture a$/ieve& b! strainin3 t/e 6ro&u$t also /a& to /ave been manu"a$ture& in ,ree$e< 2/is is' E t/in:' $lear "rom t/e Fu&3eCs &es$ri6tion o" t/e essential issue at [*] 4Guote& above7< 2/e evi&en$e t/at t/e Fu&3e a$$e6te& 1as t/at a substantial se$tion o" t/e 6ubli$ 3enerall! 4an& a 3reater se$tion o" t/e t/i$: an& $ream! !o3/urt bu!in3 6ubli$7 un&erstoo& t/at =,ree: !o3urt> &es$ribe& t/i$: an& $ream! !o3/urt ma&e in ,ree$e< -e $on$lu&e& at [112] to [114]: =[112] 2/e uni"orm a&o6tion over 25 !ears b! su66liers to t/e En3lis/ mar:et o" a labellin3 $onvention 1/i$/ limits t/e &es$ri6tion ,ree: !o3/urt onl! to !o3/urt ma&e in ,ree$e seems to me to raise a 6o1er"ul in"eren$e t/at t/is $onvention 1as su""i$ient over time to in$line a substantial 6ro6ortion' an& 6robabl! a $lear maForit!' o" t/e bu!ers o" 6ro&u$t &es$ribe& as ,ree: !o3/urt to t/e same $on$lusion< 2/at in"eren$e is in m! vie1 in no sense &iminis/e& b! AA,EQs ten&en$! 4a66arentl! s/are& b! As&a7 to &es$ribe t/at 6ro&u$t as Uaut/enti$ ,ree: !o3/urtU< All t/at t/e 1or& aut/enti$ &oes in t/at $onte8t is to un&erline t/e in"eren$e as to ori3in 1/i$/ 1oul& naturall! "lo1 "rom t/e use o" t/e a&Fe$tive ,ree:< [113] 2/e mar:et resear$/ materials an& t/e surve!' to3et/er 1it/ materials su$/ as ne1s6a6er arti$les' $ertainl! s/o1 t/at

13*<

139<

an un&erstan&in3 t/at ,ree: !o3/urt $omes "rom ,ree$e is b! no means as 1i&el! /el& amon3 t/e 6ubli$ 3enerall! as t/e un&erstan&in3 t/at C/am6a3ne an& %/err! bot/ /ave territorial 6rovenan$e' or t/at %1iss $/o$olate means $/o$olate ma&e in %1itLerlan&< [114] E am also 6ersua&e& t/at t/e attribution o" t/e &es$ri6tion ,ree: !o3/urt onl! to t/i$: an& $ream! !o3/urt also means t/at t/e &es$ri6tion $onve!s somet/in3 more t/an mere territorial ori3in' in ot/er 1or&s t/at a substantial 6ro6ortion o" t/e a$tual or 6otential bu!ers o" ,ree: !o3/urt &o t/in: t/at it is in some 1a! s6e$ial' b! $om6arison "or e8am6le 1it/ t/ose 1/o mi3/t t/in: t/at Aren$/ ball+bearin3s $ome "rom Aran$e an& Etalian 6en$ils $ome "rom Etal!<> 140< Alt/ou3/ in t/eir 1ritten material C/obani trie& to atta$: t/is "in&in3 o" "a$t it is also' in m! Fu&3ment' unassailable< 2/e Fu&3e also "oun& t/at !o3/urt sol& as =,ree: !o3/urt> rat/er t/an =,ree: st!le !o3/urt> $omman&e& a 6remium 6ri$e' t/us &emonstratin3 t/e attra$tive "or$e o" t/e label< Bn$e t/e Fu&3e $ame to t/e $on$lusion t/at t/e 6ubli$ 6er$eive& =,ree: !o3/urt> as bot/ $omin3 "rom ,ree$e an& /avin3 s6e$ial Gualities it 1as inevitable' in m! Fu&3ment' t/at sin$e C/obaniCs 6ro&u$ts &i& not $ome "rom ,ree$e t/e 6ubli$ 4or a substantial 6art o" it7 1oul& /ave been &e$eive& b! t/e "a$t t/at it' too' 1as $alle& =,ree: !o3/urt><

C%,+9,.#+9# %$ 6184,9 6#&9#6),%+ /+. 6&%)#9)#. 94/22 141< -o1ever' t/at is not t/e en& o" C/obaniCs 6oint< 9r -obbs ar3ues t/at t/e label 4/ere =,ree: !o3/urt>7 an& t/e $lass o" 6rote$te& 3oo&s must $oin$i&e< 2/e label must' as /e 6ut it' =$lose t/e $lass>< E" t/e label is in$a6able o" &istin3uis/in3 bet1een t/e 6rote$te& $lass o" 3oo&s an& ot/er 3oo&s t/at are not 6rote$te&' t/en t/e label is too un$ertain to attra$t t/e 6rote$tion o" t/e la1 o" 6assin3 o""< C/obaniCs s:eleton ar3ument 6uts t/e 6oint t/is 1a!: =O a term &oes not &istin3uis/ 3oo&s o" $lass A "rom 3oo&s o" $lass 0 i" to a substantial number o" $onsumers it is a term 1/i$/ &es$ribes 3oo&s in bot/ $lass A an& $lass 0< En su$/ a $ase it mi3/t be &istin$tive o" a $lass $onsistin3 o" A an& 0 4an& t/ere"ore &istin3uis/es 3oo&s in $lasses A an& 0 "rom 3oo&s in $lass C7 but it is not &istin$tive o" 3oo&s onl! in $lass A<> 142< Bn t/e Fu&3eCs "in&in3s t/e maForit! o" bu!ers o" t/i$: an& $ream! !o3/urt un&erstoo& t/e label =,ree: !o3/urt> to &enote t/i$: an& $ream! !o3/urt ma&e in ,ree$e: see [112]< Et is true to sa! t/at' on one rea&in3 o" t/e Fu&3eCs "in&in3s' !o3/urt t/at is ma&e t/i$: an& $ream! b! t/e use o" t/i$:enin3 a3ents rat/er t/an b! strainin3 1oul& "all 1it/in t/e relevant 6ubli$Cs un&erstan&in3 o" t/e label =,ree: !o3/urt'> 6rovi&e& t/at t/e !o3/urt &i& in "a$t $ome "rom ,ree$e< E am not sure 1/et/er t/at is t/e $orre$t rea&in3' be$ause' as E /ave sai&' bot/ AA,E an& C/obani a3ree& t/at t/e label =,ree: !o3/urt> meant a t/i$: an& $ream! !o3/urt 1/ose te8ture /a& been

a$/ieve& b! strainin3 rat/er t/an b! a&&in3 t/i$:enin3 a3ents' an& t/e issue 1as 1/et/er' in a&&ition to t/at' it /a& to $ome "rom ,ree$e< %o t/e Fu&3e ma! /ave been usin3 t/e e86ression =t/i$: an& $ream! !o3/urt> as s/ort/an& "or straine& !o3/urt< 143< 2/ere are' /o1ever' some 6assa3es in t/e Fu&3eCs re$itation o" t/e evi&en$e t/at 3ive some su66ort to t/e broa&er meanin3: see [H4]' [HH]' [*2]' [90]' an& [9H]< 2o t/at e8tent' t/ere"ore' t/e relevant 6ubli$Cs un&erstan&in3 o" t/e label =,ree: !o3/urt> ma! not /ave $oin$i&e& 6re$isel! 1it/ t/e labellin3 $onvention t/at t/e Fu&3e "oun& to /ave been establis/e&< Et seems to me' t/ere"ore' t/at on t/is rea&in3 o" t/e Fu&3eCs "in&in3s an& a&o6tin3 C/obaniCs $ate3orisation' $lass A $onsists o" straine& !o3/urt t/at $omes "rom ,ree$e' an& $lass 0 $onsists o" !o3/urt t/i$:ene& b! t/i$:enin3 a3ents' also $omin3 "rom ,ree$e< Bn t/is rea&in3 o" t/e Fu&3eCs "in&in3 t/e relevant se$tion o" t/e 6ubli$ un&erstoo& t/e label =,ree: !o3/urt> to $om6rise 3oo&s 1it/in $lass A an& $lass 0< ?n"ortunatel! "or C/obani' its 6ro&u$t &oes not "all into eit/er $lass< Alt/ou3/ it is straine& !o3/urt' it &oes not $ome "rom ,ree$e< Et t/ere"ore "alls into C/obaniCs $lass C< W/et/er a 6ro&u$er o" t/i$: an& $ream! !o3/urt ma&e in ,ree$e' but t/i$:ene& b! t/i$:enin3 a3ents' an& t/us "allin3 1it/in $lass 0' 1oul& be entitle& to label its !o3/urt =,ree: !o3/urt> in t/e ?@ &oes not arise "or &e$isionJ an& E sa! not/in3 about su$/ a $ase< A variant o" t/e same ar3ument 1as t/at i" t/e term =,ree: !o3/urt> $onve!e& to a substantial 6art o" t/e relevant 6ubli$ a meanin3 t/at en$om6asse& C/obaniCs 6ro&u$t 4i<e< $lasses A' 0 an& C7 t/en an a$tion in 6assin3 o"" a3ainst a 6ro&u$er o" 3oo&s in $lass C 1as boun& to "ail< 2/at is be$ause a substantial 6art o" t/e relevant 6ubli$ is not &e$eive&< En m! Fu&3ment t/is ar3ument turns t/e la1 o" 6assin3 o"" on its /ea&< As 9r Ale8an&er .C ar3ue&' t/e la1 o" 6assin3 o"" is not $on$erne& 1it/ t/ose 1/o are not &e$eive&J it is $on$erne& 1it/ t/ose 1/o are &e$eive&< 5rovi&e& t/at t/ose 1/o are &e$eive& are a substantial 6ortion o" t/e relevant $lass o" t/e 6ubli$' t/e $laimant is entitle& to su$$ee&< 2/e $ases are le3ion in 1/i$/ a $laim in 6assin3 o"" su$$ee&e&' &es6ite a "in&in3 o" "a$t t/at most 6eo6le 1ere not &e$eive&: see e<3< (aville Perfumery $td v June Perfect 419417 5* 5C 14HJ 6arle %Norman' Productions $td [1962] 5C 163J Neutrogena "orporation v Golden $td [1996] 5C 4H3J ")ocosuisseJ +arks and (pencer plc v 2nterflora 2nc [2012] EWCA Civ 1501< Bn t/e Fu&3eCs "in&in3s t/ose 1/o 1ere li:el! to be &e$eive& i" C/obaniCs 6ro&u$ts 1ere mar:ete& as =,ree: !o3/urt> ran to =/un&re&s o" t/ousan&s o" a&ults' an& 6robabl! O a maForit! o" t/ose 1/o are re3ular bu!ers o" ,ree: !o3/urtO>: [116]< 2/at is su""i$ient to su66ort a "in&in3 o" 6assin3 o""< En m! Fu&3ment' C/obani /ave "aile& to s/o1 t/at' in t/e li3/t o" t/e $urrent la1' t/e Fu&3e 1as 1ron3 on t/e 6oints ar3ue& be"ore /im< W/et/er t/e $urrent state o" t/e la1 /as &ra1n t/e line bet1een 1/at is $a6able o" 6rote$tion an& 1/at is not in t/e $orre$t 6la$e ma! 1ell be t/e subFe$t o" &ebate< E

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s/are some o" t/e $on$erns e86resse& b! i8 (# in t/e Diageo $ase t/at t/is "orm o" 6assin3 o"" ris:s sti"lin3 /ealt/! $om6etition in relativel! lo1 $ost 3eneri$ 3oo&s< 0ut in m! Fu&3ment t/e lo$ation o" t/e line /as been &ra1n b! ")ocosuisse' b! 1/i$/ 1e are boun&J an& "or as lon3 as t/at remains t/e la1' it means t/at t/e Fu&3e 1as entitle& to rea$/ t/e $on$lusions t/at /e &i&< A +#* 6%,+) 149< -o1ever' in t/is $ourt C/obani see: to raise a ne1 6oint' not ar3ue& be"ore t/e Fu&3e< 2/e 6oint is t/at t/e $ourt /as no 6o1er to 3rant an inFun$tion to 6rote$t 3eo3ra6/i$al in&i$ations su$/ as =,ree: !o3/urt> e8$e6t in a$$or&an$e 1it/ e3ulation 4E?7 1151/2002 4=t/e e3ulation>7< 2/e e3ulation a66lies onl! to &esi3nations o" ori3in an& 3eo3ra6/i$al in&i$ations t/at /ave been re3istere& 6ursuant to it< %in$e =,ree: !o3/urt> /as not been re3istere&' t/e $ourt /a& 4an& /as7 no Furis&i$tion to 3rant t/e inFun$tion sou3/t b! AA,E< 2/is 1oul& reGuire an amen&ment bot/ to t/e 3roun&s o" a66eal an& also to t/e )e"en$e< 2/e "irst Guestion is 1/et/er 1e s/oul& allo1 t/is 6oint to be ta:en at all< AA,E rel! on t/e 1ell+:no1n 6rin$i6le t/at' as a 3eneral rule' a 6art! is not entitle& to raise on a66eal a 6oint 1/i$/ $oul& /ave been raise& in t/e lo1er $ourt< -o1ever' t/at 6rin$i6le /as al1a!s been subFe$t to limite& e8$e6tions< 21o o" t/ose e8$e6tions are 4a7 1/ere it emer3es on a66eal t/at t/e Court o" A66eal is bein3 as:e& to en"or$e an ille3al $ontra$t an& 4b7 1/ere it emer3es on a66eal t/at neit/er t/e lo1er $ourt nor t/e Court o" A66eal /as Furis&i$tion to 3rant t/e relie" sou3/t< 2/e "irst o" t/ese e8$e6tions is illustrate& b! t/e &e$ision o" t/is $ourt in (nell v 3nity 4inance "o $td [1964] 2 .0 203' 1/ere t/is $ourt re"use& to en"or$e an ille3al /ire 6ur$/ase $ontra$t' 1/en t/e ille3alit! /a& been neit/er 6lea&e& nor ar3ue& in t/e $ount! $ourt< 2/e s$o6e o" t/is e8$e6tion 1as $onsi&ere& b! t/e 5riv! Coun$il in +orrell v #orkers (avings $oan Bank [200H] ?@5C 3 in 1/i$/ (or& 9an$e "ormulate& it as "ollo1s: ="irst' 1/ere a $ontra$t is e> facie ille3al' t/e $ourt 1ill not en"or$e it' 1/et/er t/e ille3alit! is 6lea&e& or notJ se$on&l!' 1/ere t/e $ontra$t is not e> facie ille3al' evi&en$e o" surroun&in3 $ir$umstan$es ten&in3 to s/o1 t/at it /as an ille3al obFe$t s/oul& not be a&mitte& unless t/e $ir$umstan$es are 6lea&e&J t/ir&l!' 1/ere un6lea&e& "a$ts' 1/i$/ ta:en b! t/emselves s/o1 an ille3al obFe$t' /ave been reveale& in evi&en$e 4be$ause' 6er/a6s' no obFe$tion 1as raise& or be$ause t/e! 1ere a&&u$e& "or some ot/er 6ur6ose7' t/e $ourt s/oul& not a$t on t/em unless it is satis"ie& t/at t/e 1/ole o" t/e surroun&in3 $ir$umstan$es are be"ore itJ but' "ourt/l!' 1/ere t/e $ourt is satis"ie& t/at all t/e relevant "a$ts are be"ore it an& it $an see $learl! "rom t/em t/at t/e $ontra$t /a& an ille3al obFe$t' it ma! not en"or$e t/e $ontra$t' 1/et/er t/e "a$ts 1ere 6lea&e& or not<> 151< En t/e result t/e 5riv! Coun$il u6/el& t/e &e$ision o" t/e $ourt belo1 to re"use to allo1 an ille3alit! 6oint to be ta:en "or t/e "irst time on a66eal' be$ause it 1as not

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satis"ie& t/at all t/e relevant "a$ts /a& been "oun&< W/ere' /o1ever' no a&&itional "a$ts nee& to be "oun&' t/en an a66eal $ourt ma! 1ell allo1 a ne1 6oint to be ta:en: Brady v Brady [19*9] 1 AC H55< 152< 2/e se$on& e8$e6tion is' 6er/a6s' more 6ertinent to our $ase< Davies v #ar/ick [1943] @0 329 $on$erne& t/e rent re$overable un&er a tenan$! 6rote$te& b! t/e ent estri$tion A$ts< A ne1 6oint' not ta:en at trial' 1as raise& in t/e Court o" A66eal< ,o&&ar& (# sai&: =2/e $ases $ite& s/o1 t/at t/e e""e$t o" s< 3 o" t/e A$t o" 1933' 1/i$/ restri$ts t/e 6o1er o" t/e $ourt to 3rant or&ers "or 6ossession' is not to a""or& a statutor! &e"en$e to a 6art!' but to limit t/e Furis&i$tion o" t/e $ourt< E" t/e $ourt o" trial or t/e Court o" A66eal "in&s t/at t/e $ase is one in 1/i$/ it is &ebarre& "rom 3rantin3 an or&er "or 6ossession' it is t/e &ut! o" t/e $ourt to re"use it' even t/ou3/ t/e statute is not raise& b! t/e &e"en&ant' be$ause t/ere is no Furis&i$tion to 3rant it' but t/at' in m! o6inion' is all t/at t/e $ases Guote& establis/<> 153< 2/is observation 1as a66lie& b! 9orton (# in anot/er ent A$t $ase ? ()arpe v Nic)olls [1945] @0 3*2' but in a &issentin3 Fu&3ment< -o1ever' it 1as a66rove& 4to3et/er 1it/ 9orton (#Cs o1n a66roval o" it7 in (nell v 3nity 4inance "o $td< Et seems to me t/at t/e 6oint t/at C/obani see:s to raise is one t/at 6otentiall! 3oes to t/e Furis&i$tion o" t/e $ourt 4alt/ou3/ it also /as overtones o" ille3alit! in so "ar as it asserts t/at t/e 3rant o" an inFun$tion 1oul& be $ontrar! to Euro6ean la17< E"' t/ere"ore' 1e are satis"ie& t/at all relevant "a$ts /ave been "oun&' 1e s/oul& allo1 t/e 6oint to be ta:en' even t/ou3/ it is raise& "or t/e "irst time on a66eal< C/obani 6uts its ne1 6oint in t1o 1a!s: i7 2/e e3ulation itsel" 6re$lu&es t/e $ourt "rom 3rantin3 t/e relie" t/at AA,E see:sJ E" t/at is 1ron3' t/en in its $onsi&eration o" t/e &omesti$ la1 o" 6assin3 o"" 4an& in 6arti$ular 1/at is $alle& =e8ten&e& 6assin3 o"">7 t/e $ourt s/oul& a&o6t an& "ollo1 t/e 6rin$i6les ens/rine& in t/e e3ulation' notabl! t/at national measures t/at /ave an e""e$t on tra&e bet1een member states must $om6l! 1it/ t/e 6rin$i6le o" 6ro6ortionalit!< En 6arti$ular t/is reGuires t/e intro&u$tion o" t/e =avera3e $onsumer> into t/is area o" t/e la1 as t/e tou$/stone o" &e$e6tiveness<

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AA,E ar3ues t/at t/ere are t1o "a$tual issues o" 6otential relevan$e 1/i$/ 1ere not $onsi&ere& b! t/e Fu&3e 6re$isel! be$ause t/e! 1ere not raise& belo1< 2/e "irst o" t/ese is 1/et/er t/e &omesti$ la1 o" e8ten&e& 6assin3 o"" is $onsistent 1it/ t/e

6rin$i6le o" 6ro6ortionalit!< 2/e se$on& is 1/et/er t/e term =,ree: !o3/urt> "alls 1it/in t/e &e"inition o" &esi3nations o" ori3in or 3eo3ra6/i$al in&i$ations "or t/e 6ur6oses o" t/e e3ulation< -a& eit/er o" t/ese 6oints been raise&' t/e $ourse o" t/e e86ert evi&en$e 1oul& /ave been &i""erent< R#:14/),%+ (EU) N% 11@152012 15H< 2/e e3ulation $reates an E? 1i&e s!stem o" 6rote$tion "or &esi3nations o" ori3in an& 3eo3ra6/i$al in&i$ations< We are $on$erne& 1it/ t/e latter' 1/i$/ arti$le 5 427 &e"ines as "ollo1s: =2< Aor t/e 6ur6ose o" t/is e3ulation' U3eo3ra6/i$al in&i$ationU is a name 1/i$/ i&enti"ies a 6ro&u$t: 4a7 ori3inatin3 in a s6e$i"i$ 6la$e' re3ion or $ountr!J 4b7 1/ose 3iven Gualit!' re6utation or ot/er $/ara$teristi$ is essentiall! attributable to its 3eo3ra6/i$al ori3inJ an& 4$7 at least one o" t/e 6ro&u$tion ste6s o" 1/i$/ ta:e 6la$e in t/e &e"ine& 3eo3ra6/i$al area<> 15*< E" a 3eo3ra6/i$al in&i$ation is re3istere& un&er t/e e3ulation' it is a$$or&e& a 1i&e measure o" 6rote$tion un&er arti$le 13< 2/is 6rote$tion e8ten&s to 6rote$tion a3ainst 4amon3 ot/er t/in3s7: =an! misuse' imitation or evo$ation' even i" t/e true ori3in o" t/e 6ro&u$ts or servi$es is in&i$ate& or i" t/e 6rote$te& name is translate& or a$$om6anie& b! an e86ression su$/ as Ust!leU' Ut!6eU' Umet/o&U' Uas 6ro&u$e& inU' UimitationU or similar' in$lu&in3 1/en t/ose 6ro&u$ts are use& as an in3re&ient<> 159< E"' t/ere"ore' =,ree: !o3/urt> 1ere to be re3istere& un&er t/e re3ulation' $om6etitors $oul& not even &es$ribe t/eir 6ro&u$t as =,ree: st!le> !o3/urt< En or&er to Guali"! "or re3istration un&er t/e e3ulation' t/e a66li$ant must su66l! a &etaile& 6ro&u$t s6e$i"i$ation 1/i$/ $om6lies 1it/ arti$le H< Amon3 ot/er t/in3s' t/e 6ro&u$t s6e$i"i$ation must in$lu&e: =t/e name to be 6rote$te& as a &esi3nation o" ori3in or 3eo3ra6/i$al in&i$ation' as it is use&' 1/et/er in tra&e or in $ommon lan3ua3e' an& onl! in t/e lan3ua3es 1/i$/ are or 1ere /istori$all! use& to &es$ribe t/e s6e$i"i$ 6ro&u$t in t/e &e"ine& 3eo3ra6/i$al area<> 161< An a66li$ation is "irst s$rutinise& b! t/e a66ro6riate aut/orities in t/e member state o" ori3in o" t/e 6ro&u$t in Guestion< Et is t/en s$rutinise& b! t/e Commission' 1/i$/

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ma:es t/e "inal &e$ision< 162< E s/oul& also re"er to arti$le 9 on 1/i$/ 9r -obbs 6la$e& some relian$e< 2/at 6rovi&es: =A 9ember %tate ma!' on a transitional basis onl!' 3rant 6rote$tion to a name un&er t/is e3ulation at national level' 1it/ e""e$t "rom t/e &ate on 1/i$/ an a66li$ation is lo&3e& 1it/ t/e Commission< %u$/ national 6rote$tion s/all $ease on t/e &ate on 1/i$/ eit/er a &e$ision on re3istration un&er t/is e3ulation is ta:en or t/e a66li$ation is 1it/&ra1n< W/ere a name is not re3istere& un&er t/is e3ulation' t/e $onseGuen$es o" su$/ national 6rote$tion s/all be t/e sole res6onsibilit! o" t/e 9ember %tate $on$erne&<> H/2 .%-#2),9 4/* 8##+ %?#&)/;#+ 80 EU 4/*> 163< E &eal 1it/ t/e se$on& obFe$tion "irst< Et is $lear "rom t/e $ase la1 o" t/e EC# 4an& no1 t/e C#E?7 t/at alt/ou3/ t/e e3ulation 4an& its 6re&e$essors7 $ontains an e8/austive $o&e "or 6ro&u$ts t/at 6otentiall! "all 1it/in its s$o6e' it &oes not 6re$lu&e 9ember %tates "rom a66l!in3 t/eir o1n national la1s to 6ro&u$ts 1/i$/ are outsi&e t/e s$o6e o" t/e re3ulation< 2/is 6ro6osition 1as state& b! t/e $ourt in Case C+312/9* (c)ut,verband gegen 3n/esen in der #irtsc)aft -* v #arsteiner Brauerei Haus "ramer GmbH "o 6G [2000] EC 1+91*H 4=#arsteiner>7 at [49]< Et is' E t/in:' instru$tive to $onsi&er t/e Guestion 6ose& b! t/e $ourt in #arsteiner' an& t/e ans1er t/at it 3ave< 2/e Guestion 6ose& 1as "ormulate& b! t/e $ourt at [40] as "ollo1s: =O t/e Guestion re"erre& must t/ere"ore be un&erstoo& as see:in3 to as$ertain 1/et/er [t/e e3ulation] 6re$lu&es t/e a66li$ation o" national le3islation 1/i$/ 6ro/ibits t/e 6otentiall! mislea&in3 use o" a 3eo3ra6/i$al in&i$ation o" sour$e 1/ere t/ere is no lin: bet1een a 6ro&u$tQs $/ara$teristi$s an& its 3eo3ra6/i$al 6rovenan$e<> 165< 2/e ans1er 3iven at [54] 1as t/at t/e e3ulation: =O &oes not 6re$lu&e t/e a66li$ation o" national le3islation 1/i$/ 6ro/ibits t/e 6otentiall! mislea&in3 use o" a 3eo3ra6/i$al in&i$ation o" sour$e in t/e $ase o" 1/i$/ t/ere is no lin: bet1een t/e $/ara$teristi$s o" t/e 6ro&u$t an& its 3eo3ra6/i$al 6rovenan$e<>

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%in$e t/is "orm o" 6assin3 o"" is in&ee& $on$erne& 1it/ 6otentiall! mislea&in3 use o" 3eo3ra6/i$al in&i$ations o" sour$e' it seems to me t/at t/e $ourt /as 3iven its a66roval to t/e a66li$abilit! o" national measures in t/at res6e$t< 2/e main &ebate 1as: 1/at is meant b! t/e =s$o6e> o" t/e e3ulationR )oes it mean' as 9r -obbs submitte&' t/at a 6ro&u$t t/at satis"ies t/e &e"inition in arti$le 5 427 "alls 1it/in t/e =s$o6e> o" t/e e3ulation' even t/ou3/ it $oul& not in "a$t be re3istere& be$ause it "ails to meet ot/er reGuirements "or re3istrationR Br &oes it mean' as 9r -os:ins .C 41/o 6resente& t/is 6art o" AA,ECs $ase7 submitte&' t/at a 6ro&u$t 1ill not "all 1it/in t/e =s$o6e> o" t/e e3ulation unless it $oul& in "a$t be re3istere&R En m! Fu&3ment 9r -os:ins is ri3/t on t/at issue< Et is true t/at in #arsteiner at [49] t/e $ourt sai& t/at t/e 6ur6ose o" t/e e3ulation $oul& not be un&ermine& =b! t/e a66li$ation' alon3si&e t/at re3ulation' o" national rules "or t/e 6rote$tion o" 3eo3ra6/i$al in&i$ations o" sour$e 1/i$/ &o not "all 1it/in its s$o6e>< 0ut in t/e "ollo1in3 6ara3ra6/ t/e $ourt 1ent on to $lari"! t/e meanin3 o" t/at e86ression: =[2/e e3ulation] is inten&e& to ensure uni"orm 6rote$tion 1it/in t/e Communit! o" t/e 3eo3ra6/i$al &esi3nations 1/i$/ it $overs an& it intro&u$e& a reGuirement o" Communit! re3istration so t/at t/e! $oul& enFo! 6rote$tion in ever! 9ember %tate O 1/ereas t/e national 6rote$tion 1/i$/ a 9ember %tate $on"ers on 3eo3ra6/i$al &esi3nations 1/i$/ &o not meet t/e $on&itions "or re3istration un&er [t/e e3ulation] is 3overne& b! t/e national la1 o" t/at 9ember %tate an& is $on"ine& to t/e territor! o" t/at 9ember %tate<>

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2/us it is t/e $on&itions "or re3istration t/at are im6ortant' rat/er t/an merel! t/e &e"inition in arti$le 5 427< 2/is 1as re6eate& b! t/e $ourt in Case C+216/01 Budejovicky Budvar Narodni Podnik v Rudolp) Ammersin GmbH [2003] EC 1+ 1361H at [H4] 4=Budvar 2>7< 9oreover' as t/e $ourt also 6ointe& out in Budvar 9 t/e national s!stem o" 6rote$tion in t/at $ase 1as not $on"ine& to mislea&in3 names' but 1as absolute 6rote$tion a66li$able to onl! t1o member states: see [H5]< 2/e nature o" t/e s!stem o" 6rote$tion un&er $onsi&eration is also $riti$al to un&erstan&in3 t/e subseGuent &e$ision o" t/e $ourt in Case C+4H*/0H Budejovicky Budvar Narodni Podnik v Rudolp) Ammersin GmbH 4=Budvar &>7< 9r -obbs 6la$e& some relian$e on arti$le 9 as &emonstratin3 t/at t/e e3ulation /a& overta:en national la1< -o1' /e as:e&' $oul& it be t/at someone 1/o /a& a66lie& "or re3istration un&er t/e e3ulation an& /a& been re"use&' $oul& "all ba$: on national rules' 1/en it is $lear "rom arti$le 9 t/at a 9ember %tate $annot 3ive 6rote$tion a"ter an a66li$ation /as been re"use& or 1it/&ra1n< 2/e ans1er' as it seems to me' is t/at arti$le 9 is $on$erne& 1it/ interim 6rote$tion under t)e Regulation' but at a national level< %u66ose t/at' /!6ot/eti$all!' ,ree: !o3/urt 6ro&u$ers /a& a66lie& "or re3istration o" =,ree: !o3/urt> as a 3eo3ra6/i$al in&i$ation< )urin3 t/e 6en&en$! o" t/e a66li$ation a 9ember %tate $oul& 3ive 6rote$tion un&er arti$le 9' 1/i$/ 1oul& /ave t/e e""e$t o" 6re$lu&in3 t/e use o" names su$/ as =,ree: st!le> !o3/urt &urin3

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t/at 6erio&< 0ut t/at' &oes not' in m! Fu&3ment lea& to t/e $on$lusion t/at a more limite& "orm o" national 6rote$tion a3ainst &e$e6tive mar:etin3 1oul& be outla1e& on$e t/e a66li$ation /a& been &ealt 1it/< 1H1< %o t/e Guestion is: $an =,ree: !o3/urt> be 6rote$te& un&er t/e e3ulationR 2/e ans1er' to m! min&' is 6lainl! =no>< 2/ere are t1o s/ort an& in&e6en&ent reasons "or $omin3 to t/at $on$lusion< Airst t/e re3ulation onl! e8ten&s to 6ro&u$ts "or 1/i$/ t/ere is a s6e$i"i$ lin: bet1een t/eir $/ara$teristi$s an& t/eir 3eo3ra6/i$ ori3in: Budvar 2 at [H6]< 0ut C/obaniCs $ase is t/at t/eir 6ro&u$t' 1/i$/ is not ma&e in ,ree$e' /as all t/e same $/ara$teristi$s as AA,ECs 6ro&u$t' 1/i$/ is< 2/ere is t/ere"ore no s6e$i"i$ lin: bet1een t/e $/ara$teristi$s o" t/e 6ro&u$t an& ,ree$e< 9r -obbs sou3/t to avoi& t/is b! /omin3 in on t/e re"eren$e to =re6utation> in arti$le 5 427 o" t/e re3ulation< 0ut E 1as satis"ie& b! 9r -os:ins t/at /avin3 re3ar& to t/e re3ulation as a 1/ole' t/e re6utation re"erre& to is t/at enFo!e& in t/e re3ion or $ountr! o" ori3in: in our $ase ,ree$e< Neit/er t/e 6/rase =,ree: !o3/urt> nor an! ,ree: translation o" it /as a re6utation in ,ree$eJ be$ause in ,ree$e is it &esi3nate& b! t/e ,ree: lan3ua3e eGuivalent o" =straine& !o3/urt>< %in$e t/e a66li$ation must be ma&e' in t/e "irst instan$e' to t/e ,ree: aut/orities "or on1ar& transmission to t/e Commission' it $annot /ave been t/e $ontem6lation o" t/e e3ulation t/at t/e ,ree: aut/orities 1oul& be able to assess t/e re6utation o" t/e 6/rase =,ree: !o3/urt> in t/e ?@' 1/en it enFo!e& no re6utation b! t/at name in ,ree$e< %e$on&' a name 1/i$/ $an be re3istere& as 6rote$te& un&er t/e re3ulation must be a name b! 1/i$/ t/e 6ro&u$t is :no1n in t/e lan3ua3e 1/i$/ is or 1as /istori$all! use& to &es$ribe t/e 6ro&u$t in t/e &e"ine& 3eo3ra6/i$al area in Guestion: arti$le H 417 4a7 o" t/e re3ulation< 2/e e3ulation is $learl! $ontem6latin3 t/e re3istration o" one name 1/i$/ 1ill t/en be use& 46er/a6s in translation or transliteration7 t/rou3/out t/e Euro6ean ?nion< 0ut in our $ase 1/at is $alle& =,ree: !o3/urt> in t/e ?@ is $alle& =straine& !o3/urt> in ,ree$e< %o t/e name =,ree: !o3/urt> is in$a6able o" re3istration un&er t/e re3ulation< E also a3ree 1it/ @it$/in (# t/at t/e im6lementin3 re3ulations' t/e s!stem o" monitorin3 an& $ontrol b! t/e 9ember %tate $on$erne&' an& t/e CommissionCs 3ui&e all su66ort t/is $on$lusion< 2/ere are t1o su66lementar! observations t/at E 1is/ to ma:e on t/is ar3ument< Airst' it 1oul& be ver! sur6risin3 i" t/e e""e$t o" E? la1 1ere to 6revent member states "rom ta:in3 a$tion a3ainst &e$e6tive mar:etin3< %e$on&' it 1oul& be eGuall! sur6risin3 i" t/e name =,ree: !o3/urt> 4in En3lis/7 1ere to be 3iven 6rote$tion a$ross all member states< 2/ere is' t/ere"ore' not/in3 to lea& to t/e $on$lusion t/at t/e &omesti$ la1 o" 6assin3 o"" is abro3ate& or im6aire& b! t/e e3ulation< 9r -obbs also submitte& t/at in $ases involvin3 $ross+bor&er tra&e t/e relevant test to a66l! in &e$i&in3 1/et/er t/ere 1as &e$e6tion 1as 1/et/er t/e =avera3e $onsumer> 1oul& be &e$eive&' rat/er t/an 1/et/er a substantial 6art o" t/e 6ubli$ 1oul& be

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&e$eive&< -e relie& 6rin$i6all! on t/e &e$ision o" t/e $ourt in Case C+220/9* -stee $auder "osmetics GmbH v $ancaster Group GmbH ' at [2H]< Et 1as not at all $lear 1/et/er t/is 1as sai& to be a &i""erent an& more onerous test t/an t/e tra&itional test in &omesti$ la1< E" it is not' t/en t/e Fu&3e a66lie& it< 0ut i" it is' t/en it 1oul& be un"air to allo1 it to be ta:en at t/is sta3e' be$ause AA,E 6re6are& its evi&en$e on t/e basis o" /avin3 to meet t/e tra&itional &omesti$ test' rat/er t/an a &i""erent an& /i3/er test< 1H6< R#214) 1HH< E t/ere"ore a3ree 1it/ @it$/in (# t/at t/e a66eal s/oul& be &ismisse& "or t/e reasons t/at /e 3ives an& t/ese su66lemental reasons< Aor t/ese reasons E 1oul& re"use 6ermission to amen& t/e 3roun&s o" a66eal<

L%&. J12),9# L%+:-%&#' 1H*< E a3ree 1it/ bot/ Fu&3ments<