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According to the Consortium, the fame of the black rooster and the similarity with the coloured rooster could generate, in consumer perception, a link between the two brands, so much so that it could give an undue advantage to the Lazio company. A company that, for its part, emphasized the difference between the two roosters: while the black rooster is a collective brand and designates a series of red wines that come from Chianti, the coloured rooster is an individual brand relating to a Vermentino produced in Gallura, an area of Sardinia which owes its name to the same bird. Asked to rule on the request for registration of the coloured rooster, the European Intellectual Property Office compared the two trademarks and, essentially agreeing with the arguments from Chianti, rejected it. As a result, the Lazio company asked the European Court to rule on the refusal of registration.
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