In a globalized economy, a product name has long ceased to be just a word on a label. It has become a carrier of reputation, history, quality, and consumer trust. This is especially true for products that are closely linked to their place of origin, natural conditions, and traditional production methods. That is why geographical indications occupy a special place in the intellectual property system, as they combine legal protection, economic value, and cultural heritage.
For Ukraine, the issue of geographical indications is not only legal but also strategic in nature. In the process of European integration, the state is gradually bringing national legislation into line with European Union (hereinafter referred to as the EU) standards. This means not only formal changes in legal norms but also a transformation of approaches to the production, labeling, and positioning of Ukrainian products. One of the important steps in this process is the discontinuation of a number of EU geographical indications that have been familiar to Ukrainian consumers and producers for many years.
What exactly will change?
Under the Association Agreement between Ukraine and the EU, Ukraine has committed to ensuring an adequate level of protection for geographical indications registered in the EU. At the same time, a transition period was provided for, during which Ukrainian producers could use certain names traditional for the domestic market, which are also protected geographical indications in the EU. This period lasted ten years, from January 1, 2016, to January 1, 2026.
After the end of the transition period, the use of such names for products of Ukrainian origin will become impossible. This applies, in particular, to well-known geographical indications in the field of wines and alcoholic beverages. These include Champagne, Porto, Jerez (Sherry), Madeira, Marsala, Malaga, Tokaj, as well as Cognac, Armagnac, Calvados, Grappa, and others. All these names have a clear territorial link to specific regions of Europe and are protected as intellectual property.
On January 1, 2026, updated legislation will come into force in Ukraine, in particular the provisions of the Law of Ukraine “On Geographical Indications of Alcoholic Beverages” and the Law of Ukraine “On Grapes, Wine, and Grape Products.” They prohibit the use of these geographical names for goods that do not originate from the corresponding EU regions. Thus, Ukrainian producers must adapt to the new rules and review their approaches to naming and labeling their products.
In practice, this means a gradual departure from names familiar to consumers. For example, the term “champagne” can no longer be used to refer to Ukrainian sparkling wines, and “cognac” to strong alcoholic beverages of grape origin. Instead, the legislation proposes neutral and generally accepted category names, such as “sparkling wine” or “brandy.” Although at first glance such changes may be perceived as restrictions, in fact, they open up new opportunities for Ukrainian products to form their own unique identity.
It is important to understand that geographical indications are not only about prohibitions, but also about opportunities. Refusing to use foreign protected names stimulates the development of national geographical indications that can highlight the unique characteristics of Ukrainian regions, climate, soils, and production traditions. This approach is in line with European practice, where geographical indications often become a key tool for increasing the added value of products and strengthening the position of local producers in domestic and foreign markets.
In addition, a clear distinction between names helps protect consumer rights by reducing the risk of misleading consumers about the origin of goods. Consumers receive transparent information, and producers receive clear rules of the game. In the long term, this has a positive impact on market confidence and raises the overall level of legal culture in the field of intellectual property.
Therefore, discontinuing the use of a number of EU geographical indications is a logical and natural step in Ukraine’s European integration process. This decision goes far beyond the formal fulfillment of international obligations and creates a foundation for the development of domestic brands based on Ukrainian origin, traditions, and quality. The transition to new names is not a loss of market position, but an opportunity for rethinking, renewal, and strategic growth.
Ukrainian producers who adapt to the changes in a timely manner will not only be able to avoid legal risks, but also gain competitive advantages by forming strong national and regional brands. Professional legal support and a proper understanding of the mechanisms for protecting geographical indications play an important role in this process.
Our team includes a patent attorney who specializes in registering geographical indications, trademarks, and other intellectual property. We accompany our clients at all stages—from analyzing opportunities and preparing documents to registration and further protection of rights. If you are planning to adapt your business to new requirements or want to legally secure the uniqueness of your product, contact us, and we will help you find the best solution and use the changes to your advantage.
copyright / European Union / geographical indications / intellectual property
