Origem e distinção : as marcas de vinhos no final do século XIX

Abstract

The end of the 19th century was marked by profound changes in wine growing, with post phylloxerarestructuring and a high degree of instability in the wine markets, growing competition, and the proliferationof imitations and falsifications of the main types of wines from well known denominations. At thesame time, though, the first steps were taken to regulate trademarks, intended to repress unfair competitionand the abusive use of false or misleading indications of origin. In Portugal, the «trademark law» was enacted,dated 4th June 1883, following the signing in March that year of the Paris Convention for the Protection ofIndustrial Property, which gave rise to the registration of trademarks and brands for a wide range of products.Based on a survey of the registered trademarks between 1883 and 1900, in which there are a significantnumber of wine brands and wine products, this paper intends to understand how the different commercialagents resorted to rural images associated to the wines regions of origin, as elements of distinction andenhancement of their brands. After intersecting the brands and denomination of origin, as well as the differentinterests involved, from producers to retailers, the importance attributed to the characteristics of wine (grapevarieties, qualities, categories, and wine making processes and ageing, etc.) will be analysed.