On 24 March 2026, the European Union and Australia concluded yearslong negotiations on new a free trade agreement (FTA). A major feature of the FTA is a new chapter on geographical indications (GIs).
One of the most significant issues in the negotiations was how to treat ’Prosecco’. From a European perspective, the Australian wine industry has a chequered history of adopting GI terms like ‘Prosecco’ and ‘Champagne’ for locally produced wines. The parties have now agreed on a compromise that protects the Italian GI for Prosecco in Australia, while still allowing its use as a grape variety name in Australia’s domestic market. Notably, the Prosecco GI is the only wine under the final outlines of the FTA. Other wine-GIs like Champagne and Porto will be covered through the revision of a wine agreement already in place between the European bloc and Australia.
The new FTA further seeks for almost 400 EU GIs for spirits and foods to gain protection in Australia and introduces new enforcement measures at the border and in the marketplace.
This is what you should know if you are in the business of selling/exporting wine, dairy and other foods and based in Australia and New Zealand.
Back to the origin: What are GIs and what is their purpose?
A GI signals to consumers that a product comes from a specific geographic area and has qualities or a reputation linked to a certain area. A GI is considered a guarantee that the product meets certain qualities and certain characteristics particular to that area. These typically include:
- manufacturing rules
- ingredient restrictions
- environmental or agricultural features
- the region’s established reputation for the relevant product of a certain standard.
The GI owner – e.g., an agricultural producers’ collective based in a certain region – is responsible for making sure the GI is used only by producers who follow these rules.
Once a GI becomes well recognised, consumers start to associate it with certain qualities (and production methods). That recognition can support premium pricing and add value, beyond the individual trade mark of the business itself. A GI can therefore be a strong long‑term marketing asset that grows in value as consumer awareness increases. It also seeks to protect all producers whose goods genuinely meet the GI requirements, for example by preventing traders outside of the geographic area from unfairly benefiting from the reputation of a region’s products. By stopping others from using the term on lower‑quality products, the GI helps safeguard the reputation built by producers in that region.
Scope of protection
Under the new FTA, 396 EU GIs are destined for protection in Australia. These include 165 food product GIs (mostly dairy and meat) and 231 spirit GIs. The full list is available here.
GI protection also covers translations or transliterations that carry the same meaning. Protection applies even if the true origin appears on the label or if the term is paired with qualifiers such as ’kind’, ’type’, ‘style’, or ’imitation’.
Spirits
The majority of the FTA list where use will be protected consists of GIs for spirits. These include well-known names such as Armagnac, Calvados, Grappa, Irish Whisky, Irish Cream and Genièvre de grains / Graanjenever / Graangenever.
Important to note is that the Greek GI for “Ouzo” will be protected under the FTA, but current good-faith users will need to stop using the term seven years after the agreement comes into force.
Prosecco
Prosecco – the only wine on the list – was given a special approach, in the negotiations as well as in the FTA itself. The Italian GI for “Prosecco” will be protected as for wine in Australia. Australian businesses can continue to use “Prosecco” as a grape variety name domestically. But use of “Prosecco” on export labels will be phased out over a transition period now set for 10 years.
Food and FMCG
We expect cheese terms to receive close attention, as they also make up a significant part of the list and are among traditional staple items in household and commercial fridges. Key names to review include Parmigiano Reggiano, Grana Padano, Gorgonzola, Gouda Holland, Edam Holland, Mozzarella di Bufala Campana, Queso Manchego, Pecorino Romano, Roquefort, Comté, Brie de Meax, Camembert de Normandie, and Taleggio. Important to note here is that some common names will specifically not be protected under the FTA: brie, camembert, edam, gouda, mozzarella, and pecorino. It is really the geographic denominator that makes the difference here.
Other than cheeses the FTA-list also include products such as: Aceto Balsamico di Modena, Finocchiona, Lübecker Marzipan, Mortadella Bologna, Nürnberger Bratwürste, Schwarzwälder Schinken, and Tiroler Speck.
Several food names will become subject to restrictions, such as Kalamata (olives), which may be used provided that consumers are not misled as to the nature of such term and the origin of the good.
Australia also secured several flexibilities for terms of commercial significance. These include continued use of some names without restriction (such as parmesan). Under the FTA, the good faith use by prior users of terms such as Halloumi, Gruyère, and Feta has been preserved (a concept known as ’grandfathering’). This means that ‘prior users’ who prove they used the term continuously and in good faith for at least five years before entry into force of the FTA can remain to do so.
Wine agreement
Australia and the EU have also agreed to update their 2010 wine agreement. The revised agreement will protect all EU wine GIs. Australia and the EU have agreed to add 50 more wine GIs to the current list of 1,650 names, among which are well-known names such as Champagne, Porto and Sherry.
Impact on the New Zealand market
Although the FTA is concluded between Australia and the EU, the changes will affect New Zealand businesses that bottle, manufacture, or distribute through Australia. New Zealand exporters often operate across integrated trans‑Tasman supply chains and service both the Australian and EU markets. The new GI framework will therefore influence labelling, clearance processes, and enforcement exposure for those parties.
New Zealand’s FTA with the EU and the resulting expansion on GI registrations have been reported here:
- The New Zealand – European Union Free Trade Agreement is here
- Salut! NZ toasts new EU Geographical Indications (and now you can have cheese too!)
Practical steps for brand owners
The FTA has not yet entered into force. The text still needs to be finalised. Subsequently, the FTA needs to be democratically approved within Australia as well as the European Union. To stay ahead of its entry into force and prevent being confronted with any surprises, there are some steps you can take to prepare your business.
- Review labels and descriptions
Check your products that may or will be distributed through Australia for terms that may fall within the new GI protections. Prioritise items destined for the EU and plan any required packaging or artwork updates. - Embed GI checks into workflows
Add GI screening to artwork approvals, packaging sign‑offs, and marketplace listings. Make sure teams can spot higher‑risk terms and understand when to escalate issues. - Document legacy use and transition needs
Collect and maintain clear records of any historic or good‑faith use of terms that may qualify for transitional relief. This will support compliance assessments and responses to retailer or platform queries.
Have a question?
The new FTA may be a lot to process. You may want another pair of eyes to check if you are compliant and anticipate any required changes throughout your supply chain. You may require product specific guidance to navigate through the various rules relating to GIs, whether you are doing business across the Tasman or exporting to the EU. You may need support taking the above practical steps. Or you may have questions that the above or the information online give rise to or does not answer.
If you would like to know more about the impact on business of this FTA or GIs in general, feel free to contact us to discuss your concerns and questions. Our specialist IP team has ample experience, is well-equipped and happy to support you.
