Syndicat Des Proprietaires Viticulteurs De Chateauneuf-Du-Papev.Pasquier DesVignes

Trademark Trial and Appeal Board

Jun 14, 2013

No. 91179408 (T.T.A.B. Jun. 14, 2013)

THIS OPINION IS A
PRECEDENT OF THE TTAB

Hearing: August 8, 2012 Mailed: June 14, 2013

UNITED STATES PATENT AND TRADEMARK OFFICE
Trademark Trial and Appeal Board
________

Syndicat Des Proprietaires Viticulteurs De Chateauneuf-Du-Pape
v.
Pasquier DesVignes
________
Opposition No. 91179408
to application Serial No. 78971147
_______
Mark Lebow of Young & Thompson for Syndicat Des Proprietaires Viticulteurs De
Chateauneuf-Du-Pape.
John A. Clifford of Merchant & Gould P.C. for Pasquier DesVignes.
_______
Before Zervas, Mermelstein and Wolfson, Administrative Trademark Judges.
Opinion by Wolfson, Administrative Trademark Judge:
Pasquier DesVignes, by change of name from Etablissements Quinson1,
(“applicant”) filed an application to register the standard character mark CHEMIN
DES PAPES for “wines, sparkling wines, distilled spirits and liquors” in
International Class 33.2 The application contains the following translation
statement: The English translation of “Chemin des Papes” is “way of the popes.”

1 Assignment recorded on April 25, 2011, at Reel/Frame 5428/0048.
2 Filed September 11, 2006, on the basis of applicant’s assertion of a bona fide intent to use
the mark in commerce under Trademark Act § 1(b).
Opposition No. 91179408

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Syndicat Des Proprietaires Viticulteurs De Chateauneuf-Du-Pape, a French
collective association located in Chateauneuf-du-Pape, France, (“opposer”) opposes
the registration of applicant’s mark on the grounds of priority of use and likelihood
of confusion, alleging that applicant’s mark so resembles opposer’s previously used
and registered mark, shown below:

for “wine that originates from Chateauneuf-du-Pape,” that confusion as to source
under Section 2(d) of the Trademark Act, 15 U.S.C. § 1052(d), is likely among
relevant purchasers.3 Opposer further alleges that it owns rights to the
unregistered mark CHATEAUNEUF-DU-PAPE CONTRÔLÉ for wine.4 Opposer’s
pleaded registration for the design mark includes the following translation
statement: “The English translation of ‘CHATEAUNEUF-DU-PAPE CONTRÔLÉ’
is ‘vineyard of the Pope Control.’ ” In its brief, opposer indicates that a more
accurate translation of “Chateauneuf-du-Pape” would be “new castle of the pope” or
“new chateau of the pope.”5

3 Registration No. 2097158 registered on September 16, 1997, pursuant to Sections 1(b) and
44(e) of the Trademark Act. Based on French registration No. 96/605136 (which expired on
January 8, 2006). Sections 8 and 15 affidavits accepted; renewed.
4 Notice of opposition, paragraphs 1-5.
5 Brief, p. 9.
Opposition No. 91179408

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Applicant has denied the salient allegations in the notice of opposition with
respect to opposer’s claim of a likelihood of confusion under Section 2(d).6 However,
in the notice, opposer further claims that applicant lacks a bona fide intent to use
its mark on “distilled spirits” [paragraph 38] or on “liquors” [paragraph 39]. With
respect to this claim, applicant has admitted the assertions in paragraphs 38 and 39
in its answer to the notice of opposition and in response to opposer’s requests for
admission. During the oral hearing, counsel agreed that, should applicant’s
application otherwise be in condition for issuance, applicant would accept judgment
on this issue and deletion of “distilled spirits” and “liquors” from the application.
I. The Record
Pursuant to Trademark Rule 2.122(b), the record includes applicant’s
application file and the pleadings. In addition, the parties introduced the following
testimony and evidence.
A. Opposer’s Testimony and Evidence
1. Testimony of Alain Junguenet, president of Wines of France, Inc.,
importers and distributors of wine from France, with accompanying
exhibits;

2. Testimony upon written questions of Norbert Olszak, professor of
law at the Paris University 1, of Pantheon Sorbonne, with
accompanying exhibits, testifying as an expert witness with
knowledge of the French AOC system as it relates to wine;

6 Applicant further asserted various “affirmative defenses” that are not in the nature of true
affirmative defenses, but rather merely serve to expand upon and amplify its denial of
opposer’s likelihood of confusion claim. While paragraph 21 states affirmative defenses of
laches, estoppel and acquiescence, none of these was pursued at trial or argued in
applicant’s brief. Accordingly, each affirmative defense is considered waived. Baroness
Small Estates, Inc., 104 USPQ2d 1224, 1225 fn. 2 (TTAB 2012); Research in Motion Ltd. v.
Defining Presence Mktg. Group, Inc., 102 USPQ2d 1187, 1190 (TTAB 2012).
Opposition No. 91179408

4

3. Testimony upon written questions of Bruno Le Roy de
Boiseaumarie, owner of the winery Chateau Fortier, a member of
opposer’s board of directors and Chairman of the board of directors
of the Federation des Syndicat de producteurs de Chateauneuf-du-
Pape, with accompanying exhibits;

4. Opposer’s First Notice of Reliance, dated October 15, 2010,
comprised of portions of three books and two publications on wine;
and two articles about songs that use “Chateauneuf-du-Pape” in the
lyrics;

5. Opposer’s Second Notice of Reliance, dated October 19, 2010,
comprised of applicant’s responses to opposer’s first set of document
production requests;7 and

6. Opposer’s Third Notice of Reliance, dated November 5, 2010,
comprised of a.) applicant’s answers to opposer’s first and second
sets of requests for admission and applicant’s responses to opposer’s
first set of interrogatories; b.) a copy of opposer’s pleaded Reg. No.
2097158 as well as copies of the file history for the application; c.)
copies from the Office’s TARR and assignment databases showing
title and status of Reg. No. 2097158; and d.) a copy of a page from
the website www.snooth.com, purporting to show an instance of
actual confusion.

B. Applicant’s Testimony and Evidence
1. Testimony of Edward McCarthy, a “wine writer, journalist, book
author, [and] wine book author” for “about 35, 37 years,”8 with
accompanying exhibits, testifying as an expert witness in the field
of wine;

2. Testimony of Joseph Helfrich, president and CEO of Les Grands
Chais de France, which acquired Etablissements Quinson in 1991,
with accompanying exhibits;

3. Applicant’s Notice of Reliance, dated February 17, 2011, comprised
of a.) excerpts from five books, a magazine, and several wine-
related websites; b.) excerpts from Collins-Robert French/English
English/French dictionary, third edition; c.) two decisions from

7 This evidence has not been considered, as documents produced in response to a request for
production of documents may not be introduced under notice of reliance. Trademark Rule
2.120(j)(3)(ii).
8 McCarthy dep., p. 10.
Opposition No. 91179408

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foreign courts; d.) opposer’s responses to applicant’s requests for
admission and interrogatories; e.) copies of USPTO records of third-
party registrations; f.) copies of 106 applications for label/bottle
approval for various wine names filed with the Department of the
Treasury, Alcohol and Tobacco Tax and Trade Bureau; and g.)
copies of website excerpts regarding papal regalia and insignia;9

4. Applicant’s Notice of Reliance, dated February 18, 2011, comprised
of the French version of the two court decisions previously
submitted with applicant’s first notice of reliance.

C. Evidence of “89” Series Records Inadmissible
Applicant contends in its brief that the use of papal symbols on wine labels is
common practice, and that they “are protected by the papacy and belong to no single
wine maker….” In support of this contention, application references “Trademark
Application Serial Nos. 89/000832 et. al.” and provides a listing of four records —
 allegedly from the USPTO’s database: Serial Nos. 89/000832, 000831, 000830, and
000828. Applicant does not provide a copy of any of these “89-series” records.
Opposer objects to applicant’s reliance upon the 89-series records, or any one
of them, because none was submitted during applicant’s testimony period.
Applicant did not seek to introduce copies of these records as evidence, but merely
listed them in its brief. Accordingly, we will not consider the records themselves as
evidence, and, inasmuch as the Board does not take judicial notice of records
residing in the Office, the references are of no value. In re Jonathan Drew, 97
USPQ2d 1640, 1644 fn. 11 (TTAB 2011); see also, Edom Laboratories, Inc. v. Glenn

9 The notice of reliance indicates that copies of the file histories for Reg. No. 2097158 and
Serial No. 78971147 are included; however, they were not among the materials filed under
the notice of reliance. Opposer included the file history of its registration with its third
notice of reliance. The file history of the involved application is already of record and need
not have been submitted. Trademark Rule 2.122(b).
Opposition No. 91179408

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Lichter, 102 USPQ2d 1546, 1550 (TTAB 2012). On the other hand, applicant
properly introduced evidence during its testimony period describing various types of
papal regalia and insignia that is used by the Pope, which we have considered.
II. The French AOC System
In order to understand the context in which this trademark dispute arises, it
is useful to gain an understanding of the differences in the naming conventions for
wine between the United States and European nations, in particular, those of
France.
In the United States, wine produced domestically may include a regional
certification of origin, but in order to identify the grapes that make up the wine,
most American wines carry varietal names. “A varietal wine is a wine that is
named after either the principal or the sole grape variety that makes up the wine.…
Unlike American wines, most European wines are named for the region where their
grapes grow rather than for the grape variety itself.”10 European winemakers name
their wines after places because, after having had “centuries to figure out which
grape grows best where, the name of a place where grapes are grown in Europe
automatically connotes the grape (or grapes) used to make the wine of that place.”11
This is particularly true with respect to French wine. In 1935, the French
government created a system recognizing the unique “terroirs,” or “climate, soil, and
local tradition,”12 of three hundred specifically defined territories within the five
major wine-growing regions in France: Bordeaux, Burgundy, the Rhone, the Loire

10 McCarthy dep., exhibit 26, Wine for Dummies (4th ed. 2006), pp. 50-51.
11 Id., at p. 52.
12 Id., at p. 53.
Opposition No. 91179408

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and Alsace.13 By decree, the “Institut National Des Appellations D’Origine,” or
INAO, was established to control the quality of the wine produced in each of these
defined regions and territories. As explained by the Court of Appeals for the
Federal Circuit:
INAO is an organization established and existing under
the laws of France whose membership consists, in part, of
wine growers, wine merchants and representatives from
various wine-producing regions and communities within
France. One of INAO’s functions is to act on behalf of
French wine producers and merchants to maintain a
system of identifying French wines, brandies, and spirits
through the use of “appellations d’origine” (appellations of
origin) and to protect against or suppress misuses of those
appellations on a worldwide basis.
Institut Nat’l Des Appellations D’Origine v. Vintners Int’l Co. Inc., 958 F.2d 1574, 22
USPQ2d 1190, 1192 (Fed. Cir. 1992).14
Today, the INAO controls the methods of making wine produced from grapes
grown in each specific territory by controlling the name, known as the “appellation
d’origine controlee,” or AOC, by which the wine produced in each territory may be
identified.15 Included in this system are the registered and defined territories of
“Chateauneuf-du-Pape” and “Cotes du Rhone.” Both are AOCs in southern France
that are located within the Rhone Valley, a large non-AOC region within which
Chateauneuf-du-Pape, Cotes du Rhone (and other AOCs) are situated. Wine that is
blended from several AOCs in the Rhone Valley may bear a more general

13 McCarthy dep., exhibit 28.
14 As discussed more fully infra, the evidence of record herein reflects the Court’s
explanation regarding the functions of the INAO.
15 “Appellation d’origine contrôlée” may be translated as “regulated place name.” See, e.g.,
Olszak dep., p. 6, McCarthy dep., exhibit 26.
Opposition No. 91179408

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geographic designation of origin, but under French law, only wine grown and
vinified in compliance with the geographic and other criteria of that specific AOC
(e.g., Chateauneuf-du-Pape; Cotes du Rhone) may legally be labeled as such.16
Within the Chateauneuf-du-Pape AOC, there are “over a hundred” winemakers;
within the Cotes du Rhone AOC they number “into the thousands.”17
The labeling follows a strict convention in France: the word “appellation”
precedes the name of the AOC territory and the word “controlee” follows.18 In
accordance with this system, applicant, members of opposer’s syndicate, as well as
members of other syndicates, unaffiliated winegrowers, and “negociants”19 are
permitted to sell wine that is lawfully labeled “Appellation Chateauneuf-du-Pape
Controlee.” Like any other AOC Chateauneuf-du-Pape producers, opposer’s
members sell wine lawfully labeled “Appellation Chateauneuf-du-Pape Controlee”
under each of their individual brand names. Opposer’s members may also place
opposer’s registered design mark on their bottles. Opposer’s mark usually appears
embossed on the glass above the producer’s label.
III. The Parties
Opposer is an association, or “syndicate,” of winegrowers formed in 1923.20
The Chateauneuf-du-Pape AOC includes at least one other syndicate, as well as a

16 Boiseaumarie dep., p. 19. “The use of the phrase ‘Chateauneuf-du-Pape’ on the label is
permitted only if in the bottle there is a Chateauneuf-du-Pape wine. And that’s excluding
any other kind of wine.”
17 McCarthy dep., p. 90.
18 Olszak dep., p. 10.
19 A negociant is a wine merchant who does not grow grapes but rather buys wine and
bottles it for export and for sale within France.
20 Boiseaumarie dep., p. 7.
Opposition No. 91179408

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number of independent producers who are not members of a syndicate.21 All such
producers make wine from grapes grown only in the Chateauneuf-du-Pape territory
of France. Regardless of membership in a syndicate, the designation “Chateauneuf-
du-Pape” may be used by any wine producer or “negociant” whose wine has been
fermented from grapes of permitted varieties grown in the defined Chateauneuf-du-
Pape AOC territory. While any winegrower producing wine from Chateauneuf-du-
Pape may label its wine with the AOC “Chateauneuf-du-Pape” to indicate its
geographic origin and compliance with the INAO regulations, only opposer’s
members may use opposer’s registered combination word and design mark for their
Chateauneuf-du-Pape wine.
Applicant is an independent negociant which sells wine, including wine
lawfully labeled “Appellation Cotes du Rhone Controlee.” This latter wine is sold by
applicant under the brand name and opposed mark CHEMIN DES PAPES. Like
Chateauneuf-du-Pape, Cotes du Rhone is an AOC within the Rhone valley, and
geographically overlaps22 (but is larger than) the Chateauneuf-du-Pape AOC.
Applicant also sells a Chateauneuf-du-Pape wine, but under the brand name

21 Id., at p. 35.
22 AOCs are not always geographically exclusive. It is possible to produce more than one
AOC wine in the same area when designated AOC territories overlap. Nor must all wine
produced within an AOC bear the AOC designation, because it is possible for a winery to
produce both AOC-designated wine and wine not so designated. See e.g., McCarthy dep. p.
78: “Q. Is it possible for a single winery to produce wine in one region within a single AOC,
but some of the wine uses the name of the AOC on the label and other wine does not use the
name of the AOC? A. Yes, this is an example right here.”
Opposition No. 91179408

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CALVET.23 Applicant’s Chateauneuf-du-Pape wine does not now bear the mark
CHEMIN DES PAPES.
Applicant bottles wine from grapes grown in many regions in France,
including the Rhone Valley. Applicant’s witness Joseph Helfrich, president and
CEO of applicant’s parent corporation, stated that applicant intends to use its mark
CHEMIN DES PAPES on four AOC wines from the Rhone Valley: Cotes du Rhone,
Cotes du Rhone Villages, Crozes-Hermitage and Chateauneuf-du-Pape.24 The
evidence of record shows the mark CHEMIN DES PAPES currently is used only
with two of these four AOC indicators, Cotes du Rhone and Cotes du Rhone
Villages.25
IV. Standing
Opposer’s third notice of reliance included a plain paper copy of its
registration, along with information from USPTO records showing status and title
in opposer. Accordingly, opposer has demonstrated that it is the owner of its
pleaded registration, that the registration is valid and subsisting, and therefore
that opposer has standing to bring this action. See Cunningham v. Laser Golf
Corp., 222 F.3d 943, 55 USPQ2d 1842, 1844 (Fed. Cir. 2000); Lipton Industries, Inc.
v. Ralston Purina Co., 670 F.2d 1024, 213 USPQ 185, 189 (CCPA 1982).

23 Helfrich dep., p. 57; exhibit 47.
24 Helfrich dep., p. 14.
25 Despite the fact that applicant does not now use its CHEMIN DES PAPES brand on
Chateauneuf-du-Pape wines, and apparently has no intention to do so, the goods in the
subject application comprise “wines,” without limitation. We therefore must construe the
application to include all types of wine, without limitation. Paula Payne Prods. Co. v.
Johnson Publ’g Co., Inc., 473 F.2d 901, 177 USPQ 76, 77-78 (CCPA 1973).
Opposition No. 91179408

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V. Opposer’s Claim of Rights to “Chateauneuf-du-Pape”
We begin our analysis of opposer’s rights by addressing its claim to common
law rights in the designation “Chateauneuf-du-Pape” (without any design
elements). To establish rights to CHATEAUNEUF-DU-PAPE as a trademark vis-à-
vis applicant, opposer must prove that it is the rightful owner of a distinctive mark,
that it has priority of use, and that there is a likelihood of confusion. Otto Roth &
Co. v. Universal Foods Corp., 640 F.2d 1317, 209 USPQ 40, 43 (CCPA 1981). As for
priority, the record evidence shows that applicant first sold wine in the United
States under the mark CHEMIN DES PAPES in 2002.26 There is no direct
testimony or evidence establishing the date of first use in the United States of
CHATEAUNEUF-DU-PAPE by opposer, but Mr. Junguenet, owner of the New
Jersey business, “Wines of France, Inc.,” testified that he has imported
CHATEAUNEUF-DU-PAPE wine since 1984.27 Although the record does not
clarify whether the 1984 importation included wines bearing opposer’s mark,
applicant has not contested opposer’s claim that it is the earlier user of the mark
CHATEAUNEUF-DU-PAPE in the United States. We find that opposer has
priority of use of the mark CHATEAUNEUF-DU-PAPE for purposes of this
proceeding.
However, for the reasons discussed more fully, infra, we find that opposer is
not the rightful owner of the mark CHATEAUNEUF-DU-PAPE. Although opposer

26 “Sales Summary,” submitted in response to interrogatory Nos. 10 and 18 of opposer’s first
set of interrogatories to applicant, attached to opposer’s 10/19/10 notice of reliance. See
TBMP § 704.10 (“Documents provided as all or part of an answer to an interrogatory may
be made of record, as an interrogatory answer, by notice of reliance….”).
27 Junguenet dep., pp. 5-6.
Opposition No. 91179408

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and two other syndicates joined forces in 1963 to create the “Federation des
Syndicate de Producteurs de Chateauneuf-du-Pape” in order to “promote and defend
the mark and to defend the Chateauneuf-du-Pape name,”28 the evidence of record
shows that other organizations have likewise been formed to prevent unauthorized
use of the Chateauneuf-du-Pape AOC, specifically, the INAO. Indeed, the evidence
reflects that INAO controls the use of the AOC “Chateauneuf-du-Pape” designation
as a certification of geographic origin and quality and type of grapes grown,
cultivated, fermented, and bottled in the AOC-delimited Chateauneuf-du-Pape
territory. Opposer’s expert witness, Norbert Olszak, in response to applicant’s
interrogatories on written questions, specifically “Question number 8, please
explain generally the French AOC system as it relates to wine?” stated as follows:
A. So the French AOC system protects the wine
denomination of quality under the control of the
government through a specialized public body which is
called the INAO which is the national institute of origin
and quality. In the French system AOC is recognized by
government decree and its use is controlled by
government and administration services.
Q. Question number nine, is Chateauneuf-du-Pape a
controlled term under the AOC system?
A. Yes, it is.
Q. Question number ten, does Chateauneuf-du-Pape have
geographical significance?
A. Yes, it has.
Q. Question number 11, please explain the geographical
meaning of the term Chateauneuf-du-Pape as it relates to
the AOC system?

28 Boiseaumarie dep., p. 8.
Opposition No. 91179408

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A. Chateauneuf-du-Pape is the name of a wine whose
qualities and features come from a specific origin and a
[sic] specific production methods which are recognized in
a government decree.29
In addition, there are other bodies that apparently have been organized to
defend the rights of winegrowers and negociants, who bottle and sell wines using
grapes grown exclusively in the Chateauneuf-du-Pape territory, to label their wine
with the AOC. Mr. Boiseaumarie, a member of opposer’s board of directors and
chair of the Federation des Syndicat de Producteurs de Chateauneuf-du-Pape, was
asked during his deposition “how is the AOC system enforced in France?” His
answers present additional names of organizations that are involved in the control
of the AOC Chateauneuf-du-Pape:
A. So the AOC system is controlled by the French
administration. And namely a body called DGCCRS,
that’s the fraud body.30 And this administration makes
sure that the AOC system is enforced.
There is another administration which is called the INAO
which also controls and if both find something wrong with
the AOC enforcement of the AOC system they can go to
court and sue the people who are infringing this system.
[Opposer] is also making sure that the wines that are
presented are Chateauneuf-du-Pape wines.
The INPI also signed a convention with the INAO, the
INPI makes sure or monitors the brands that are
infringing the AOC system. The INPI is the French
patent office or trademark office.31

29 Id., p. 6.
30 Mr. Boiseaumarie did not explain what the abbreviation stands for.
31 Boiseaumarie dep., p 20.
Opposition No. 91179408

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As can be seen, Mr. Boiseaumarie, mentions that opposer “makes sure” that
Chateauneuf-du-Pape wines “are presented” as such. He goes on to elaborate
opposer’s position, while also naming other, third-party, enforcement entities:32
Q. Question number 11, who has the statutory role of
defending the AOC Chateauneuf-du-Pape?
A. So it’s the Federation of Syndicat33 which has been
asked by [opposer] to defend the Chateauneuf-du-Pape
AOC. And since 2008, ODG34 is also serving as such.
Q. Does [opposer] have any role regarding the defense of
the AOC Chateauneuf-du-Pape? If so, please elaborate?
A. Yes, it has a role. It is in all legal actions a
Claimant.35
Other testimony contradicts Mr. Boiseaumarie’s assertion that opposer is a
claimant in all legal actions (as he asserts above) concerning the AOC Chateauneuf-
du-Pape. Specifically, Mr. Boiseaumarie, when asked about two such cases, stated

32 We note that Mr. Boiseaumarie and Mr. Olszak’s depositions were taken upon written
questions because these witnesses reside outside of the United States. See Trademark Rule
2.124. This cumbersome procedure produces less than satisfactory results, inasmuch as all
questions must be prepared in advance, including any follow-up questions to anticipated
responses to the questions. If a response is not as anticipated, it is not possible to pose any
different follow-up questions to clarify such an answer. Accordingly, the overall production
of useful information is limited.
33 Mr. Boiseaumarie refers earlier in his deposition to the “Federation des Syndicat de
producteurs de Chateauneuf-du-Pape” as “a professional organization composed of several
Syndicat.” Boiseaumarie dep., p. 7. He indicates that three member syndicates comprise
the Federation, including opposer, and that the role of the Federation is to “defend[] its
owners and wine growers of Chateauneuf-du-Pape. It also defends the mark and the name
Chateauneuf-du-Pape, and also promotes the mark.” Id, at pp. 7-8.
34 According to Mr. Boiseaumarie, the ODG (“Organismes de Defense et de Gestion”) was
created in 2008 to “defend the Chateauneuf-du-Pape AOC.” Boiseaumarie dep., p. 9. Mr.
Olszak described the ODG as follows: “A. So the ODG is a new body. It stands for
organization of defense and management. So it’s a new body which was created in 2006
during the reform of the AOC system in France. The ODG represents the AOC in order for
it to obtain recognition. And also the ODG defends the AOC on top of the official services
such as the INAO.” At pp. 18-19.
35 Boiseaumarie dep., p. 27.
Opposition No. 91179408

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that in one case, “the Federation was not the plaintiff but the SIDVAOC, the other
organization [was].”36 The acronym “SIDVAOC” appears to stand for the “Syndicat
intercommunal de defense viticole de l’appellation d’origine Chateauneuf-du-
Pape.”37 See also, Boiseaumarie dep., p. 15, where Mr. Boiseaumarie also identifies
SIDVAOC as “another professional organization … which takes care of the defense
of the name Chateauneuf-du-Pape.” And while it is stated under a slightly different
name, it appears Mr. Boiseaumarie is asked about SIDVAOC by way of the
question: “what is the Syndicat Intercommunal de Defence de l’Appellation
d’Origine Chateauneuf-du-Pape and what is its role with respect to such
appellation?” Mr. Boiseaumarie’s answer is: “So as the name states it’s a
professional organization which defends the Chateauneuf-du-Pape AOC and that’s
its role to defend the Chateauneuf-du-Pape AOC.”38
Significantly, Mr. Boiseaumarie and Mr. Olszak’s responses reveal the array
of interests centered on protecting the AOC Chateauneuf-du-Pape from
unauthorized use. Based on this and all the evidence of record, we find that the
designation “Chateauneuf-du-Pape” is a geographical indication that has special
status as an AOC, or regulated appellation of origin, in France. Nonetheless, this
record does not support opposer’s claim that in the United States,
CHATEAUNEUF-DU-PAPE is a common law regional certification mark for wine,

36 Id., p. 28.
37 Olszak dep., p. 18.
38 Id., p. 29.
Opposition No. 91179408

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or that opposer is the owner of such mark.39 See, e.g., Institut National Des
Appellations d'Origine v. Brown-Forman Corp., 47 USPQ2d 1875 (TTAB 1998)
(COGNAC is valid common law regional certification mark for brandy). Because
opposer has not shown that it owns the mark in the United States, opposer does not
have the right to control other’s use of “Chateauneuf-du-Pape” in connection with
wine sold in the United States.40
In view thereof, opposer’s claim that registration of applicant’s mark is likely
to cause confusion with opposer’s common law rights in the mark CHATEAUNEUF-
DU-PAPE is dismissed. We will now decide the merit of opposer’s claim that
applicant’s mark is likely to cause confusion with opposer’s registered combination
word and design mark.
VI. Section 2(d) Claim with respect to Opposer’s Registered Trademark
To prevail on a claim under Trademark Act Section 2(d), an opposer must
establish, by a preponderance of the evidence, that it has priority and that there is a
likelihood of confusion between its mark and the applicant’s mark. See, e.g., Bose
Corp. v. QSC Audio Products Inc., 293 F.3d 1367, 63 USPQ2d 1303, 1305 (Fed. Cir.
2002) (“[t]he burden of proof rests with the opposer … to produce sufficient evidence

39 To the contrary, as we have noted above, it appears that INAO is the certifying entity for
all AOCs, and thus controls their use by wine growers. We note, however, that we have not
been asked to determine whether or not “Chateauneuf-du-Pape” is, in fact, a geographic
certification mark owned by INAO in the United States. We further note that the record
does not contain any evidence that opposer has entered into an agreement with any of these
other entities as an owner of the AOC Chateauneuf-du-Pape.
40 The INAO decree in question was included as exhibit 13 to the testimony deposition upon
written questions of Mr. Olszak. The decree itself is in French. Mr. Olszak describes it as
follows: “This decree defines the production condition of the Chateauneuf-du-Pape wines.
You can find provisions concerning the vines, the size of the cultivation methods, the
vinification, the minimum degree of alcohol and other criteria.” At p. 13.
Opposition No. 91179408

17

to support the ultimate conclusion of [priority of use] and likelihood of confusion”);
Hoover Co. v. Royal Appliance Mfg. Co., 283 F.3d 1357, 57 USPQ2d 1720, 1722 (Fed.
Cir. 2001); and Kraft Group LLC v. William A. Harpole, 90 USPQ2d 1837, 1841
(TTAB 2009) (“To prevail on a Section 2(d) ground of opposition, the movant must
prove priority and likelihood of confusion.”).
A. Priority
Here, because opposer owns a valid and subsisting registration for the mark
CHATEAUNEUF-DU-PAPE CONTRÔLÉ and design for “wine,” Section 2(d)
priority is not an issue as to the mark and goods covered in the registration. King
Candy, Inc. v. Eunice King's Kitchen, Inc., 496 F.2d 1400, 182 USPQ 108 (CCPA
1974).41
B. Likelihood of Confusion with Opposer’s Registered Mark
We base our determination under Section 2(d) on an analysis of all of the
probative evidence of record bearing on a likelihood of confusion. In re E. I. du Pont
de Nemours & Co., 476 F.2d 1357, 177 USPQ 563, 567 (CCPA 1973) (“du Pont”).

41 On December 15, 2010, applicant filed a petition to cancel opposer’s pleaded registration,
which petition was dismissed with prejudice by the Board as an untimely compulsory
counterclaim. Can. No. 92053402, dismissed December 17, 2010. The essential claim upon
which applicant based its petition to cancel was that opposer’s mark was erroneously
registered as a trademark instead of as a certification mark, and is therefore subject to
cancellation because opposer (as registrant) did not comply with the rules for filing
certification marks under Trademark Rule 2.45. Specifically, applicant alleged that
opposer did not include in its application a statement that it exercises legitimate control
over the use of the certification mark by others, and does not engage itself in the production
of goods to which the certification mark is applied. We make no determination herein as to
whether or not the registered mark was improperly filed as a trademark rather than a
certification (or collective) mark, as that question has been removed from this case by the
dismissal of applicant’s petition to cancel opposer’s registration. On the other hand, the
fact that the registration is not subject to attack herein does not preclude us from deciding,
as we have done, that opposer is not the owner of exclusive common-law rights in the term
Chateauneuf-du-Pape.
Opposition No. 91179408

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See also, In re Majestic Distilling Company, Inc., 315 F.3d 1311, 65 USPQ2d 1201,
1203 (Fed. Cir. 2003). Our primary reviewing court has held that only those du
Pont factors shown to be material or relevant in the particular case and which have
evidence submitted thereon need be considered. See Majestic Distilling, 65 USPQ2d
at 1204 (“Not all of the DuPont factors may be relevant or of equal weight in a given
case, and ‘any one of the factors may control a particular case.’”) (citation omitted).
However, in any likelihood of confusion analysis, two key considerations are the
similarities between the marks and the similarities between the goods and/or
services. See Federated Foods, Inc. v. Fort Howard Paper Co., 544 F.2d 1098, 192
USPQ 24, 29 (CCPA 1976) (“The fundamental inquiry mandated by §2(d) goes to the
cumulative effect of differences in the essential characteristics of the goods and
differences in the marks”).
We discuss each of the du Pont factors as to which the parties have submitted
argument or evidence. To the extent that any other du Pont factors for which no
evidence or argument was presented may nonetheless be applicable, we treat them
as neutral.
1. Fame of the Registered Mark
Fame, if it exists, plays a dominant role in the likelihood of confusion
analysis because famous marks enjoy a broad scope of protection or exclusivity of
use. A famous mark has extensive public recognition and renown. Bose Corp., 63
USPQ2d at 1305; Recot Inc. v. M.C. Becton, 214 F.3d 1322, 54 USPQ2d 1894, 1897
(Fed. Cir. 2000); Kenner Parker Toys, Inc. v. Rose Art Industries, Inc., 963 F.2d 350,
Opposition No. 91179408

19

22 USPQ2d 1453, 1456 (Fed. Cir. 1992). Because of the extreme deference accorded
to a famous mark in terms of the wide latitude of legal protection it receives, and
the dominant role fame plays in the likelihood of confusion analysis, it is the duty of
the party asserting fame to clearly prove it. Lacoste Alligator S.A. v. Maxoly Inc.,
91 USPQ2d 1594, 1597 (TTAB 2009); Leading Jewelers Guild Inc. v. LJOW
Holdings LLC, 82 USPQ2d 1901, 1904 (TTAB 2007).
There is ample record evidence to establish that the term “Chateauneuf-du-
Pape” is well-known in the United States as a type of wine that comes from a
specific territory in France.42 However, the issue is not whether “Chateauneuf-du-
Pape” is well-known as a type of wine from a specific territory in France, but
whether the particular coat of arms and stylization of the AOC designation
Chateauneuf-du-Pape that comprise opposer’s mark is famous:
.
We find that on this record, opposer has failed to meet its burden that its registered
mark is famous. While the fame of a mark may be proven by indirect evidence such
as high levels of sales, advertising, or length of use, Bose Corp. v. QSC Audio

42 See, e.g., The Beverage Testing Institute’s Buying Guide to Inexpensive Wines, edited by
Charles Laverick, Sterling Publishing Company, Inc. (1999) (“The most famous wine of the
southern Rhone is Chateauneuf-du-Pape”); Junguenet dep., p. 21; Boiseaumarie dep., p. 25;
McCarthy dep., p. 110: “Would you agree that Chateauneuf-du-Pape is a famous wine? A.
Yes, it is.”
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Products, 63 USPQ2d at 1305, opposer’s evidence in this case does not establish the
fame of its registered mark. The total production of Chateauneuf-du-Pape wine
from the specified AOC of Chateauneuf-du-Pape has been shown to be 13 million
bottles per year,43 twenty percent of which is exported to the United States.44 At
an average of $45 per bottle, this represents about $121 million in sales per year.45
However, the record evidence for production and sales of Chateauneuf-du-Pape wine
in the United States is not exclusively for opposer’s branded product, but includes
the production and sale of many different brands of Chateauneuf-du-Pape wine; not
all of them are associated with opposer’s syndicate. While these figures may be
significant for total sales of Chateauneuf-du-Pape wine, they have not been broken
down to show how many bottles of Chateauneuf-du-Pape wine bear opposer’s
registered mark, or what percentage of total revenue comes from sales of such
wines. In addition, the record evidence of third-party media attention that has
been given to Chateauneuf-du-Pape wines is not specific to opposer’s wines or those
of its members, but references Chateauneuf-du-Pape wine, with little or no specific
reference to opposer or use of opposer’s registered trademark. For example,
opposer’s evidence shows that in 2001 “a major wine tasting event which has been
organized by the Wine Spectator in the U.S., in New York,”46 featured Chateauneuf-
du-Pape wines from winegrowers that were not identified as being affiliated with
opposer, and whose bottles would not feature opposer’s registered mark. Although

43 Junguenet dep., p. 39.
44 Boiseaumarie dep., pp. 23-24.
45 Opposer’s brief, p. 29.
46 Boiseaumarie dep., p. 14; exhibit 10.
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opposer promotes its member’s wines by estate tours and wine tastings in stores,
restaurants and at events held throughout the United States,47 a close look at the
materials used to promote these events shows that they do not specifically or
exclusively promote only opposer’s member’s wines. It is unclear to what extent
opposer’s efforts benefitted its own (or its members’) wine as opposed to
Chateauneuf-du-Pape wines in general. The invitation to a “Chateauneuf-du-Pape
Winetasting Experience” at the 4th Avignon/New York film festival features a
trademark other than opposer’s registered mark (comprising a different coat of
arms including a depiction of the Pope’s tiara and St. Peter’s keys together with a
different stylization of the words “Chateauneuf-du-Pape)”;48 the record does not
reflect whether this is another producer’s mark or another syndicate’s mark.
Whatever may be the case for “Chateauneuf-du-Pape” in general, the record is
simply insufficient to show that opposer’s registered mark is famous. References
that tend to show that “Chateauneuf-du-Pape” has garnered some renown as an
AOC (or as a type of wine) do not prove that opposer’s registered mark is famous.
2. Similarity of the Marks
In determining the similarity of applicant’s and opposer’s registered marks,
we have focused on the similarity or dissimilarity of “the marks in their entireties
as to appearance, sound, connotation, and commercial impression.” Palm Bay
Imports Inc. v. Veuve Clicquot Ponsardin Maison Fondee En 1772, 396 F.3d 1369,
73 USPQ2d 1689, 1691 (Fed. Cir. 2005) (quoting du Pont, 177 USPQ at 567).

47 Junguenet dep., pp. 17-18; exhibit 9.
48 Boiseaumarie dep., p. 13; exhibit 8.
Opposition No. 91179408

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Although our analysis cannot be predicated on dissecting the marks into their
various components, different features may be analyzed to determine whether the
marks are similar. Price Candy Co. v. Gold Medal Candy Corp., 220 F.2d 759, 105
USPQ 266, 268 (CCPA 1955); Cunningham, 55 USPQ2d at 1845. In fact, there is
nothing improper in stating that, for rational reasons, more or less weight has been
given to a particular feature of a mark, provided the ultimate conclusion rests on a
consideration of the marks in their entireties. In re Nat’l Data Corp., 753 F.2d
1056, 224 USPQ 749, 751 (Fed. Cir. 1985); see also Specialty Brands, Inc. v. Coffee
Bean Distributors, Inc., 748 F.2d 669, 223 USPQ 1281 (Fed. Cir. 1984); and In re
J.M. Originals Inc., 6 USPQ2d 1393, 1394 (TTAB 1987).
Here, applicant’s mark is comprised entirely of the literal element CHEMIN
DES PAPES. Opposer’s registered mark contains the words “Chateauneuf-du-Pape
Controle” and the design elements of a papal tiara and St. Peter’s keys:
.
Section 7(b) of the Trademark Act, 15 U.S.C. § 1057(b), sets forth several
presumptions derived from ownership of a federally registered trademark, namely,
that the mark is valid, that it is owned by the registrant, and that the registrant
has the exclusive right to use the mark in commerce in connection with the goods or
services listed in the registration, subject to any limitations stated in the certificate.
Opposition No. 91179408

23

Thus, even though we find that the designation “Chateauneuf-du-Pape” is not
owned by opposer, it is a part of opposer’s registered mark and we have not
disregarded it. As we have acknowledged, “marks must be viewed ‘in their
entireties,’ and it is improper to dissect a mark when engaging in this analysis,
including when a mark contains both words and a design.” In re Viterra Inc., 671
F.3d 1358, 1362, 101 USPQ2d 1905, 1908 (Fed. Cir. 2012).
On the other hand, “[m]ore dominant features will, of course, weigh heavier
in the overall impression of a mark.” In re Electrolyte Laboratories, Inc., 929 F.2d
645, 647, 16 USPQ2d 1239, 1240 (Fed. Cir. 1990). Although words typically
dominate over designs, “[t]here is no general rule as to whether letters or design
will dominate in composite marks.” Id. Here, we find that opposer’s registered
mark is dominated by the design elements in the mark. “Chateauneuf-du-Pape” is
simply a weak indicator of source — at least with respect to opposer — because it
does not identify opposer (or its members) as the single source for wine bearing that
designation; opposer is only one of a number of entities which may use the term on
a label to designate wines originating from a particular geographic place.
The registered mark is just as likely to be remembered by the design of papal
insignia, which is unique to opposer, as by the words “Chateauneuf-du-Pape” (or
Chateauneuf-du-Pape Contrôlé), which are not under opposer’s control and are
associated not only with members of opposer’s syndicate, but numerous other wine-
makers, and syndicates. Moreover, the design is prominently displayed in the
center of the mark, is proportionally larger than the wording, and is very
Opposition No. 91179408

24

distinctive, inasmuch as it uses highly symbolic and well-known regalia relating to
the Pope and the Catholic church. The circular shape in which the words have been
displayed further emphasize the overall circular design composition of the mark.
The connotations engendered by each mark are also quite different.
Applicant’s mark CHEMIN DES PAPES means, in French, “the way (or road) of the
popes.” The literal elements in opposer’s mark CHATEAUNEUF-DU-PAPE
translate to “new castle of the pope.”49 These terms are visually and aurally
different, and they evoke very different impressions despite the shared element
“pape(s).” And to those who are familiar with the history of Rhone Valley wine and
the road built by or to commemorate the pope, there is an even further attenuation
as applicant’s mark suggests this historical road, while opposer’s mark does not.50
Moreover, the words “Chateauneuf-du-Pape” in opposer’s mark are followed by the
word “contrôlé,” signifying wine that has been made according to the INAO
standards of production. Applicant’s mark CHEMIN DES PAPES would not be
perceived as a controlled appellation by wine consumers with a working knowledge
of the French AOC system, as it is not followed by the word “controlee.”
On the other hand, purchasers may not know French, in which case they will
not translate either mark. In that case, there is even less chance of confusion. The
first word of each mark, CHEMIN and CHATEAUNEUF, bear no meaningful

49 We recognize that opposer’s mark includes the term “contrôlé,” but as this term has been
disclaimed, and is used to designate that opposer’s wine meets the INAO standards, it has
very little, if any, source-identifying significance. To the extent it does, however, its
presence simply further attenuates any similarity between the marks.
50 See McCarthy dep., p. 17; exhibit 1, a map of the “papal route” that is “currently used as a
tourist route. [I]t goes on various roads throughout the Rhone Valley as places where the
pope used to stay. And it’s quite popular over there now.” Id.
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resemblance despite the fact that each starts with the letters “ch.” Finally, as we
have noted supra, the only shared element in the marks is the word “pape” (or its
plural form “papes”), which, as will be seen, is not exclusive to either party.
For the above reasons, we find applicant’s and opposer’s registered marks, in
their entireties, are not similar. This du Pont factor favors applicant.
3. Use of the word “PAPE” by Third Parties
The sixth du Pont factor requires us to consider evidence pertaining to the
number and nature of similar marks in use on similar goods. “The purpose of a
defendant introducing third party uses is to show that customers have become so
conditioned by a plethora of such similar marks that customers have been educated
to distinguish between different such marks on the bases of minute distinctions.”
Palm Bay, 73 USPQ2d at 1694.
Applicant has provided evidence of use of marks containing “pape,” “papes,”
or “pope” for wine (other than as part of the term “Chateauneuf-du-pape”) in
support of its position that the word “pape” is weak. Mr. McCarthy testified to the
sale in the United States of several wines that are labeled with marks including the
term “pape” or “papes.” One of the oldest third-party uses of a mark that includes
the word “pape” is the brand name “Chateau Pape Clement,” for a Bordeaux wine.51
This brand was first used in the 13th century. Mr. McCarthy testified that it has
been on sale in the United States for “much longer” than thirty years52 and that he

51 McCarthy dep., p. 30; exhibits 9, 24. The appellation “Bordeaux” describes a specific AOC
region in France. See also Boiseaumarie dep., p. 43; Helfrich dep., p. 35.
52 McCarthy dep., p. 62. “Q. And how long has [the mark Chateau Pape Clement] been used
in the United States, to your knowledge? A. As long as I can remember in my lifetime. Q.
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26

“owns some.”53 Mr. McCarthy also testified to sales of “Vieux Papes” red and white
table wine sold as “vin de France”54 wine at Whole Foods grocery stores, and he
identified an advertisement inviting prospective consumers to a wine-tasting of
VIEUX PAPES wine on February 25, 2011, at a Whole Foods in Honolulu, Hawaii.55
Mr. McCarthy also identified six other wine labels that were presented to
him of wines with the word “pape” (or “papes”) in their name, as follows:
1.) “Cuvee du Pape Jean-Paul II,” for a wine from Burgundy;56
2.) “Cellier du Pape St. Leon IX,” for several varieties of wine from Alsace;57
3.) “Cuvee du Pape,” for a Champagne;58
4.) “Hypocras du Palais des Papes,” for aperitif wine from Cotes du Rhone;59
5.) “Chateau Le Pape” for a Bordeaux;60 and
6.) “Vignerons de L’Enclave des Papes” for a Cotes du Rhone.61
None of these wines is from the Chateauneuf-du-Pape territory and none of
the producers is a member of opposer’s syndicate.62 Although it is unclear from Mr.

So 30 years would be a fair statement? A. Oh, longer, much longer.” Mr. McCarthy’s
deposition was taken on May 3, 2011.
53 Id.
54 The designation “vin de France” is a form of “vin de pays,” which has been defined as
follows. “Vin de Pays is a designation reserved for wines that come from a particular area
but do not meet the requirements for the more specific appellation designation (AOC).”
Thomas, Tara Q., Wine Basics, The Complete Idiot’s Guide, 2d ed., 2008, p. 191; submitted
under applicant’s 2/17/11 notice of reliance.
55 Id., pp. 49-52; exhibits 18-20.
56 McCarthy dep., p. 46; exhibit 17.
57 Id. “Vin d’Alsace is the name of the appellation controlee.” Mr. McCarthy identified
three different grape varieties, an Edelzwicker, a Riesling and a Tokay Pinot Gris.
58 Id., p. 47.
59 Id.
60 Id., p. 48.
61 Id.
62 Id., p. 49.
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McCarthy’s testimony whether these wines are for sale in the United States, we
have considered them as somewhat probative of whether wines containing “pape”
(or “papes”) in their brand names are familiar to consumers in the United States.
We note that three of them include, in English: “Product [or Produce] of France” (a
required element)63 on the label, and the record suggests all of them are available
via on-line websites.
In addition to the above evidence, applicant has submitted numerous
“Applications for and Certification/Exemption of Label/Bottle Approval” that have
been approved by the U.S. Alcohol Tobacco Tax and Trade Bureau (TTB) for
imported wines from France. Mr. McCarthy identified several wines from these
records whose names include the term “pape” or “papes,” for example: L’ESPRIT DE
PAPE, from the Cotes-du-Roussillon region of France;64 CAVES DES PAPES wine
from the AOC Cotes du Rhone;65 PROMENADE DES PAPES wine from the AOC
Cotes du Rhone Villages66 and, as noted above, VIEUX PAPES, which he describes
as a “simple table wine.”67 Mr. McCarthy further identified some domestic wines.
For example, a wine made in the central coast of California called “El Pape” is
produced by a group called Hug Cellars.68 PAPE STAR wine also comes from the
central coast of California.69 Mr. McCarthy also identified a wine imported from

63 Thomas, Tara Q., Wine Basics, The Complete Idiot’s Guide, 2d ed., 2008, p. 22; submitted
under applicant’s 2/17/11 notice of reliance.
64 Id., p. 22. This region is identified as an AOC in exhibit 28.
65 Id., p. 24; exhibit 6.
66 Id., p. 28; exhibit 8.
67 Id., p. 20.
68 McCarthy dep., p. 34; exhibit 12.
69 Id., p. 23.
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Portugal that is named simply, PAPE.70 While these certifications (there are 106 of
them) are not evidence that wine bearing the labels have been sold in the United
States, they are evidence that many wine sellers have sought, and received,
permission from the TTB for use of PAPE on labels in the past few years (the
majority of labels date from 2009-2010), and we consider them for whatever
probative value they may have.
Applicant has also submitted copies of two third-party registrations, based on
use, for marks containing the term “papes” for wines other than those from
Chateauneuf-du-Pape. These are: Reg. No. 1903762 for the mark CAVES DES
PAPES for “wines”;71 and Reg. No. 2213047 for the mark HERITAGE DES CAVES
DES PAPES for “wines.”72 The specimens submitted with these registrations,
which are in the record, display the mark CAVES DES PAPES on a red wine from
the region known as Crozes-Hermitage (an AOC), and the mark HERITAGE DES
CAVES DES PAPES on a red wine from the Cotes du Rhone AOC. While third-
party registrations, by themselves, are also not evidence of use, they are not
irrelevant. Taken in conjunction with the evidence of actual use of the term “pape”
in connection with wines and the evidence of a strong association between the
papacy and the growing of grapes for wine in the Rhone Valley, established during
the 14th century when the Pope took up residency in Avignon,73 they suggest that
the term “pape” has historical or other significance in connection with wine. See,

70 Id., p. 34; exhibit 11.
71 Registered July 4, 1995; renewed.
72 Registered December 22, 1998; renewed.
73 See, e.g., Junguenet dep., p. 21.
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e.g., Old Tyme Foods, 22 USPQ2d at 1545 (evidence of third-party registrations
coupled with evidence of prior use “could reasonably support an inference that [the
applicant’s] mark is weak”); 2 McCarthy on Trademarks and Unfair Competition §
11:90 (4th ed.) and cases cited therein.
Thus, even according opposer whatever limited rights to the term
“Chateauneuf-du-Pape” are due as a result of its inclusion in opposer’s registered
mark, it can be seen that “pape” itself is a weak element, present in numerous
third-party marks. Contrary to opposer’s contention that these other “pape” wines
are all Chateauneuf-du-Pape wine, they come from both within and outside the
United States and one of the most famous, Chateau Pape Clement, has been in
existence since the 13th century and identifies a wine from Bordeaux, an entirely
different and unique appellation. This du Pont factor focusing on the use by other
parties of the term common to applicant’s and opposer’s registered marks strongly
favors applicant.74
4. Actual Confusion
Opposer argues that confusion is likely because there has been an instance of
actual confusion. While a showing of actual confusion may be highly probative, on
this record, we find opposer’s minimal evidence of actual confusion to be less than
probative. In a web posting about applicant’s wine, a single user writes that he was
disappointed by the wine, and that: “I was fooled by the name Des Papes.” The
reference does not unambiguously point to opposer, however. It may be that this

74 Although we have not discussed in detail the registrations or other labels that have been
presented by both parties with respect to the Chateauneuf-du-Pape designation, we have
carefully considered and weighed the probative value of each reference.
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user expected the wine to be from the region of Chateauneuf-du-Pape and to be of
higher quality, but the user’s comment does not prove that he expected a wine from
opposer’s syndicate and received applicant’s wine in its place. In any event, this
single instance of actual confusion is insufficient to show that confusion is likely.
We consider this du Pont factor to be neutral.
5. Additional du Pont Factors
We recognize that the goods, as identified in the application and registration,
are legally identical and that the trade channels and classes of consumers are
considered to be the same. See, e.g., Bose Corp., 63 USPQ2d at 1310-11; Hewlett-
Packard Co. v. Packard Press, Inc., 281 F.3d 1261, 1268, 62 USPQ2d 1001, 1005
(Fed. Cir. 2002) (“Absent restrictions in the application and registration, goods and
services are presumed to travel in the same channels of trade to the same class of
purchasers.”) These factors favor opposer. We do not hold the class of consumers,
which includes the average American wine consumer, to be sophisticated despite
the fact that the market for Chateauneuf-du-Pape wines appears to be the higher-
end wine market. Wine is offered and sold to the general public, and there is no
indication that customers for opposer’s wines (or applicant’s) are particularly
sophisticated or that special education or study is necessary to purchase it. While it
appears that opposer’s wines may be somewhat more expensive than other wines,
the parties have not pointed to any facts which would indicate that its purchase is
accompanied by such an unusual level of care and scrutiny — or by such haste and
Opposition No. 91179408

31

indifference — as would either mitigate or enhance any possibility of confusion. We
thus consider this factor to be neutral.
Finally, although the parties have argued at length over applicant’s use of
papal symbols, the color red, Gothic-style lettering and the like, these
considerations are not particularly germane to our determination under Section
2(d). The Board is constrained to consider the marks as they appear in the
application and registration and not as they may be used or promoted in the
marketplace. While applicant’s standard character mark could be displayed in the
same font style, size or color as opposer’s mark, see Citigroup Inc. v. Capital City
Bank Group, Inc., 637 F.3d 1344, 1353, 98 USPQ2d 1253, 1259 (Fed. Cir. 2011), this
does not mean that we may infer that applicant’s mark will be used with a design of
the papal tiara or St. Peter’s keys similar to opposer’s registered design.
6. Conclusion
As noted at the outset, applicant admits to its lack of a bona fide intention to
use the applied-for mark on “distilled spirits” or “liquors.” Therefore, applicant is
not entitled to register its mark for these goods.
With respect to likelihood of confusion, we find that the evidence does not
support opposer’s claim to common law rights in the term “Chateauneuf-du-Pape”
by itself. Accordingly, this claim does not provide a basis for sustaining the
opposition. As for whether a likelihood of confusion exists between opposer’s
registered mark CHATEAUNEUF-DU-PAPE CONTRÔLÉ and design and
applicant’s mark CHEMIN DES PAPES, we find the marks to be so dissimilar
Opposition No. 91179408

32

overall that despite the similarities in the goods, trade channels, and classes of
consumers, that confusion is not likely. Cf., Kellogg Co. v. Pack ‘em Enters., Inc.,
951 F.2d 330, 21 USPQ2d 1142, 1145 (Fed. Cir. 1991) (Affirming Board’s holding
that the dissimilarity of the marks—FROOTEE ICE and FROOT LOOPS—was
dispositive); Keebler Co. v. Murray Bakery Prods. Inc., 866 F.2d 1386, 9 USPQ2d
1736 (Fed. Cir. 1989). When viewed in their entireties, giving due weight to the
components of each mark, and taking into account the weakness of the term
“Chateauneuf-du-Pape Contrôlé,” and the weakness of “pape” due to other uses, the
presence of the term “pape” as the only common element in both parties’ marks is
an insufficient basis for finding applicant’s mark to create a likelihood of confusion.
We find instead that confusion is not likely. Indeed, the first du Pont factor
outweighs all of the other factors.
Decision: The opposition is granted with respect to “distilled spirits and
liquors” and dismissed with respect to “wines, sparkling wines.” See The Wet Seal,
Inc. v. FD Management, Inc., 82 USPQ2d 1629, 1633 (TTAB 2007) (“an application
will not be deemed void for lack of a bona fide intention to use absent proof of fraud,
or proof of a lack of bona fide intention to use the mark on all of the goods identified
in the application, not just some of them.”). In accordance with the evidence of
record, and following close of the appeal period, the identification of goods in
applicant’s application will be amended to reflect those goods with which it has a
bona fide intent to use the mark, namely, “wines, sparkling wines,” and a Notice of
Allowance will issue in due course.