- Hans Weber
- November 1, 2024
Winemakers’ Fund Faces Setback as “Bublina” Trademark Delayed
The Winemakers’ Fund, a pivotal organization managing funds generated from wine sales, recently encountered a significant setback in its ambitious promotional campaign. The campaign, strategically crafted to boost the sales of domestic sparkling and effervescent wines, suffered an unforeseen hurdle as the chosen brand name, “Bublina” (Bubble), failed to secure timely registration, resulting in an embarrassing situation for the fund.
The decision to christen the campaign with the name “Bublina” was a carefully considered move by the Winemakers’ Fund council. In early October, it was revealed that the name had been selected from a pool of suggestions put forth by advertising specialists. The objective behind this branding initiative was to create a distinct identity for domestic wines with effervescence, encompassing both naturally fermented sparkling wines and those with added bubbles through gas saturation. The aim was to fortify the market position of these wines, particularly in the face of stiff competition from imported products, notably the dominance of Prosecco in the local market.
However, the flaw in the strategy emerged when it became apparent that the Winemakers’ Fund had not officially registered the chosen name, “Bublina,” by the time news of the campaign broke on October 9. It was only on October 26 that the fund submitted an application for registration, discovering that another application had already been lodged with the Industrial Property Office three days prior.
According to Zbyněk Vičar, the director of the Winemakers’ Fund, “Bublina” is just one of the potential names under consideration, and the organization has alternative options, along with accompanying graphic designs. Meanwhile, entrepreneur Jan Horešovský unknowingly applied for the trademark “Bubble” on October 23, intending to use it for a bar specializing in the sale of sparkling wines.
Despite the setback, the Winemakers’ Fund remains committed to its campaign, investing a quarter of a million in graphic design variants. The organization plans to unveil its marketing communication strategy once the trademark is legally secured, ensuring a seamless introduction of wines that adhere to the criteria of the new brand when the promotion kicks off.
Article by Prague Forum
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