Landmark Intellectual Property Victory in China Strengthens Brand Protection for Treasury Wine Estates
Treasury Wine Estates (TWE) has secured a final and landmark intellectual property infringement ruling in China against copycat wine operator Rush Rich, marking a significant milestone in the company’s long-running efforts to protect its premium wine trademarks. The decision reinforces legal safeguards surrounding the globally renowned Penfolds label and its Chinese name BEN FU / 奔富, providing stronger protection for consumers, partners, and stakeholders across China and Australia.
The ruling represents the conclusion of a prolonged legal battle in which TWE sought to stop the unauthorized use of its trademarks and misleading conduct in the marketplace. By successfully defending its intellectual property rights, the company has demonstrated its unwavering commitment to brand integrity, consumer trust, and fair competition in one of the world’s most important wine markets.
Court Orders Immediate Cessation of Infringing BEN FU / 奔富 Use
In its final judgment, the Chinese court ordered Rush Rich and associated defendants to cease all infringing use of BEN FU / 奔富, the officially registered Chinese name for Penfolds. The decision effectively prohibits any continued misuse of branding elements that could confuse consumers or misrepresent the origin and authenticity of wine products in the market.
The court also awarded Treasury Wine Estates AUD14.5 million in damages. This sum stands among the highest intellectual property damages awards ever granted by Chinese courts in the wine sector, underscoring both the seriousness of the infringement and the strength of TWE’s legal case. The financial penalty serves as a clear deterrent against trademark misuse and sends a broader message to the market about the consequences of intellectual property violations.
By bringing this case to a close, the ruling provides greater certainty for TWE’s teams operating in China and reassures distribution partners who rely on the integrity and authenticity of the Penfolds portfolio. The outcome strengthens market confidence and supports a stable commercial environment for premium imported wines.
Reinforcing Consumer Trust and Market Integrity
Treasury Wine Estates has consistently emphasized that intellectual property protection goes beyond defending corporate assets. At its core, safeguarding trademarks such as Penfolds and BEN FU is about protecting consumers from confusion, deception, and potentially substandard imitation products.
The misuse of established brand names can erode trust, distort competition, and undermine the reputation painstakingly built over generations. By taking decisive legal action against copycat operators, TWE ensures that customers purchasing Penfolds wines can do so with confidence, knowing they are receiving genuine products backed by quality assurance and heritage.
The Chinese wine market has evolved rapidly over the past decade, with growing consumer sophistication and demand for premium international brands. Protecting trademark rights within this dynamic environment is essential not only for brand owners but also for regulators and industry participants committed to maintaining transparent and trustworthy trade practices.
A Long-Running Legal Journey Comes to a Close
This landmark decision concludes a lengthy period of litigation and enforcement efforts undertaken by Treasury Wine Estates. The company has pursued sustained legal and regulatory action to defend its trademarks in both China and Australia, reflecting a strategic and patient approach to brand protection.
One of the most notable milestones in this journey was the successful registration of the BEN FU trademark in China after nearly a decade of complex legal proceedings. Securing official recognition of the Chinese name was a critical step in establishing clear legal ownership and enabling effective enforcement against infringers.
The final ruling against Rush Rich builds on this foundation, demonstrating that persistent and well-supported legal action can yield meaningful outcomes even in challenging cross-border intellectual property cases. It highlights the increasing sophistication and responsiveness of Chinese courts in handling trademark disputes involving international brands.
Strategic Approach to Intellectual Property Protection
Treasury Wine Estates’ approach to intellectual property protection is deliberate, multi-faceted, and ongoing. Legal enforcement is only one component of a broader strategy designed to safeguard brand value and portfolio integrity.
The company combines regulatory engagement, close collaboration with authorities, technology-enabled authentication tools, and consumer education initiatives to combat counterfeiting and misleading conduct. By integrating legal action with preventative measures, TWE strengthens its ability to detect and address infringement quickly and effectively.
Technology-driven authentication systems, for example, help verify product authenticity and traceability, giving distributors and consumers additional assurance. At the same time, educational campaigns inform customers about how to identify genuine Penfolds products, reducing the risk of confusion in the marketplace.
This comprehensive approach reflects the importance of the Chinese market to Treasury Wine Estates’ global growth strategy. China remains a key destination for premium wine exports, and ensuring brand protection in this market is essential to sustaining long-term commercial success.
Leadership Perspective on the Landmark Decision
Tom King, Managing Director of Penfolds, described the ruling as a powerful affirmation of the company’s commitment to protecting brand integrity. He emphasized that the decision represents more than a legal victory; it is a validation of TWE’s determination to uphold the heritage and reputation of the Penfolds name.
According to King, the company will continue to act decisively to protect its intellectual property and maintain the trust consumers place in its wines. This commitment extends across all markets where Penfolds operates, reflecting a consistent global standard for brand defense.
The Penfolds heritage spans generations, with a reputation built on quality, craftsmanship, and innovation. Protecting that legacy requires vigilance and sustained effort, particularly in large and competitive international markets. The Chinese court’s ruling reinforces the importance of these efforts and strengthens the legal framework supporting them.
Strengthening Protection Across China and Australia
The outcome of this case further consolidates Treasury Wine Estates’ track record of defending the PENFOLDS, BEN FU, and 奔富 trademarks in both China and Australia. By establishing clear judicial precedent and securing substantial damages, the ruling enhances deterrence against future infringements.
For distribution partners, retailers, and consumers, the decision provides greater assurance that the Penfolds brand remains protected and authentic. It also supports fair competition by discouraging copycat operators from exploiting established brand equity.
As global trade continues to expand and intellectual property disputes grow more complex, strong enforcement mechanisms are increasingly vital. This landmark ruling illustrates how determined legal action, combined with strategic brand stewardship, can successfully protect valuable trademarks in key international markets.
With the case now concluded, Treasury Wine Estates can move forward with strengthened confidence in its brand protection framework. The decision not only defends the integrity of Penfolds and BEN FU but also reinforces the company’s broader commitment to safeguarding consumers, partners, and the enduring reputation of one of the world’s most recognized premium wine brands.
Source Link: https://www.tweglobal.com/
